AMG asks: How can old brands stay relevant? + Gen Z is SOOO wrong about winged liner, Lesa implores you to not get veneers (if you don't have to), and RECORD CLUB!
Headline. OMG. I have to read, but the amount of times I mention to beauty brands they should think about the “3-step cleaning” that clinique had. huge driver of revenue and impressive marketing around this early bundle.
I mention all the time because of the hook it had on driving behavior. I know so many teens that the Clinique 3 step was their entry into a brand. It is a fabulous way to introduce your line to new customers. Make it easy to figure out what the first product is they should try.
Clinique is so rarely even in my sight line these days - it’s as though it doesn’t exist. They set about chasing future customers and in doing so lost a lot of their die-hard, loyal customers (i.e. midlife +) so now they’re just in the massive TikTok melting pot of beauty brands vying for space. Fantastic feature 🙌
Thank you for reading! And I agree — so many heritage brands, many of which just happen to be Lauder brands, aren’t speaking to our generation. That feels like a huge miss.
Ah I still remember the first time I found Clinique at 13 in a Paris drugstore. The 3-step routine felt so elegant and simple. They fell off my radar around 2015 when glossier made such a firm grip on young women’s beauty routines.
Clinique is the first non-drugstore brand that I used as a 20-something. It wasn’t complicated and intimidating. I started with the 3 steps, flirted with turnaround cream (which I went looking for recently and didn’t find) and embraced the sunscreens. I was also a sucker for the gifts with purchase. I still use CityBlock, the precursor to BB cream. Going down memory lane like this reminds me how innovative they used to be.
Loved this! Jazz is Paris used to blast from my first Williamsburg apt on vinyl. Thank you for reminding me. I have never been a fan of Clinique but do love the black honey and enjoyed reading this 100,000%
Oh I wish I still did. It’s probably been picked up long ago on N5th st…I was young and didn’t realize the sentimental value of things like I do now. I do have my late father’s record collection which is insane lots of Mountain( a very underrated 60’s/70’s band) with Leslie West. Nantucket Sleighride and Mississippi Queen are sooooooooo good.
I laughed out loud when I clicked on “identity crisis”. Bravo. Also, I have to know, what are the Monoprix lip balms?! I’m in Monoprix every couple of days and I’m so curious which ones people think are exciting!
Please do! I just discovered you guys today and I’m obsessed – the name of the newsletter for starters, the Slowdive recs, the writing. I’m here for all of it and feel like it’s here for people like me (Gen X by the skin of my teeth and rhe cultural referees feel like home).
Ok “Pervy Clinique” killed me
Headline. OMG. I have to read, but the amount of times I mention to beauty brands they should think about the “3-step cleaning” that clinique had. huge driver of revenue and impressive marketing around this early bundle.
Thanks for reading! A Q: Do you mean you pitch the 3-step system as a thing brands should adopt?
I mention all the time because of the hook it had on driving behavior. I know so many teens that the Clinique 3 step was their entry into a brand. It is a fabulous way to introduce your line to new customers. Make it easy to figure out what the first product is they should try.
Clinique is so rarely even in my sight line these days - it’s as though it doesn’t exist. They set about chasing future customers and in doing so lost a lot of their die-hard, loyal customers (i.e. midlife +) so now they’re just in the massive TikTok melting pot of beauty brands vying for space. Fantastic feature 🙌
Thank you for reading! And I agree — so many heritage brands, many of which just happen to be Lauder brands, aren’t speaking to our generation. That feels like a huge miss.
It IS a huge miss :-)
This makes me feel simultaneously seen and shamed.
No shame in being the strong friend!
I realized I *am* Clinique, reading this while drinking out of my Stanley and wondering if I should bite the bullet on an Owala (two years too late).
Ha! That’s VERY on the nose. Thanks for reading! ❤️
This was so interesting - a little sad they’re leaving Sephora. I actually love their eye cream.
Thanks for reading! I don’t think it’s a bad thing — Sephora isn’t the right place for every brand, though they would have us all believe otherwise.
Getting rid of the iconic hard green swirly plastic cases was the beginning the end for Clinique. And Estée Lauder changing ANR recipe was crazy.
YES. The brand made some curious pivots, didn't it? Thanks for reading!
Ah I still remember the first time I found Clinique at 13 in a Paris drugstore. The 3-step routine felt so elegant and simple. They fell off my radar around 2015 when glossier made such a firm grip on young women’s beauty routines.
So many people have a 3-step story/memory. It was sticky for its day! Thanks for reading.
God, I’m still mad Clinique got rid of their chubby eye sticks. Their replacement is hard to find and allegedly sucks.
Ohhhh I forgot about those. Thanks for reading!
Clinique is the first non-drugstore brand that I used as a 20-something. It wasn’t complicated and intimidating. I started with the 3 steps, flirted with turnaround cream (which I went looking for recently and didn’t find) and embraced the sunscreens. I was also a sucker for the gifts with purchase. I still use CityBlock, the precursor to BB cream. Going down memory lane like this reminds me how innovative they used to be.
Thanks for reading! Clinique always had a good GWP game.
Loved this! Jazz is Paris used to blast from my first Williamsburg apt on vinyl. Thank you for reminding me. I have never been a fan of Clinique but do love the black honey and enjoyed reading this 100,000%
Iconic!
Thank you for reading and also for having that on vinyl. So cool.
Oh I wish I still did. It’s probably been picked up long ago on N5th st…I was young and didn’t realize the sentimental value of things like I do now. I do have my late father’s record collection which is insane lots of Mountain( a very underrated 60’s/70’s band) with Leslie West. Nantucket Sleighride and Mississippi Queen are sooooooooo good.
I’m laughing because all my face tolerates is Clinique. Face wash, moisturizer, and foundation. LOL
But no doubt a great read!
Thank you! (The products are solid. It’s the vibes that are off.)
I laughed out loud when I clicked on “identity crisis”. Bravo. Also, I have to know, what are the Monoprix lip balms?! I’m in Monoprix every couple of days and I’m so curious which ones people think are exciting!
Thanks for reading! I’ll be lurking around various Monoprix over the next few days and will report back!
Please do! I just discovered you guys today and I’m obsessed – the name of the newsletter for starters, the Slowdive recs, the writing. I’m here for all of it and feel like it’s here for people like me (Gen X by the skin of my teeth and rhe cultural referees feel like home).
OMG you like Slowdive? You are one of us!!
Love them! Star Roving is probably in my all-time top 10.
(References! Excuse the typos, I hate the lack of edit function on here so much)
Stopppp it! Did we just become best friends???
I think we did!
wow, yes 😂
Not me opening my hall closet to gaze on a quart bag of all the Monoprix lip balms, and I do mean all.
Yesssss the dream ❤️
Amazing headline
Hahah thank you 🤣