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.
This piece is few months old but I reaaaaaaly want to comment (my rule is to not to if piece isn't recent) because it really did hit me in a soft spot. Clinique has such great products. Very simple and clean packaging and aesthetics that are constant - for me it's a big part of their appeal, it's why basically 90% of my makeup and skincare is from them, they won me with packaging the most (and formulas). It's something that doesn't really age and zoomers like the clean minimalism, but it doesn't have the power to carry it to them on this basis alone - you're right about lack of marketing. They need better marketing strategy, or any at this point. I didn't see any of their ads in ages, they don't reach out influencers as much either or there's not much of advertorial content (yet they genuinely had such a great launch in Poland back in 1999 - magazines did help in this too, it especially was beloved by Elle and Twój Styl and it's how a generations of women fallen into love with it, also highly popular among many celebrities back then).
I feel like only zoomer around using their products, guess now they are relying on the multi-generational appeal and mothers passing it to daughters - it's my case, plus Clinique was such a revered brand here. These were the mythical American cosmetics that were the accessible luxury. But new marketing strategy needs to be balanced and I don't think it should fall into full zoomerbait territory - zoomerbait sometimes won't pay off - a very local example (for me) of it is Inglot (such a sad case too, I could speak about it a lot). Which didn't help them at all. Also I think about this boring campaign (https://www.thedigitalfairy.co.uk/work/estee-lauder-daywear) for Estee Lauder by the Digital Fairy (a zoomer adjacent agency) which was so notriously cliche and such a bad attempt to make zoomers interested in *the* old lady brand - if it will be the case for Clinique, alongside bad zoomerbait packaging/branding changes... I don't think it will personally would make me want buy their products anymore. I say it as a zoomer. Also I'm surprised to hear it exited Sephora elsewhere else, since in Poland it's still here and they still get new products - although it isn't a benchmark here, since Douglas has iron grip on smaller cities and has the full range (incl eyeshadow, which is hard to get outside official stores).
Thanks for reading and for this very thoughtful comment. I remember the push in the US for Inglot, I couldn’t really grasp where it belonged in the American market, but I do remember it having some strong core products.
Inglot can be described as something very close to M.A.C but at lower price point, with wide range of shades and colors available and it used to be the de facto MUA brand here, it's still widely used at make-up/beauty schools too. I think it's why M.A.C isn't as popular in Poland, too. Outside the high prices. The American launch was considered that they made it - especially as a brand originating and still operating in such marginalized part of the country - but it's was a weird move in retrospection since there were enough of brands occupying same niche and some of their formulations could be mediocre in comparison. It was such a big news here, only after international expansion media truly started to care about Inglot. I think amount of colors they carry, Freedom System (flexible make-your-own refillable palettes with eyeshadow, blush, bronzer, pressed powder, previously - lipstick and concealer) and the gel eyeliner were meant to be the selling point?
Currently they seem to neglect less performing markets these times while focusing on domestic one - especially by appealing to zoomers by releasing products and shades catering to still very popular here clean girl trend but failing, doing it all without good marketing strategy. They still somehow exist in the US... but everyone forgot that. Company is stagnating, I heard there were layoffs and they are closing or downsizing less profitable stores (and they are re-entering stands at multi-brand retailers) - it been like this since founder died and they totally lost direction. Which is sad to see, since their potential wasn't used in full, even just at home turf. At this point all they can do is hiring better marketing and PR people and a good creative director alongside making formulas better - I think they could work on their foundations, concealers and powders - which always, unfortunately, kinda or fully sucked.
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!
This piece is few months old but I reaaaaaaly want to comment (my rule is to not to if piece isn't recent) because it really did hit me in a soft spot. Clinique has such great products. Very simple and clean packaging and aesthetics that are constant - for me it's a big part of their appeal, it's why basically 90% of my makeup and skincare is from them, they won me with packaging the most (and formulas). It's something that doesn't really age and zoomers like the clean minimalism, but it doesn't have the power to carry it to them on this basis alone - you're right about lack of marketing. They need better marketing strategy, or any at this point. I didn't see any of their ads in ages, they don't reach out influencers as much either or there's not much of advertorial content (yet they genuinely had such a great launch in Poland back in 1999 - magazines did help in this too, it especially was beloved by Elle and Twój Styl and it's how a generations of women fallen into love with it, also highly popular among many celebrities back then).
I feel like only zoomer around using their products, guess now they are relying on the multi-generational appeal and mothers passing it to daughters - it's my case, plus Clinique was such a revered brand here. These were the mythical American cosmetics that were the accessible luxury. But new marketing strategy needs to be balanced and I don't think it should fall into full zoomerbait territory - zoomerbait sometimes won't pay off - a very local example (for me) of it is Inglot (such a sad case too, I could speak about it a lot). Which didn't help them at all. Also I think about this boring campaign (https://www.thedigitalfairy.co.uk/work/estee-lauder-daywear) for Estee Lauder by the Digital Fairy (a zoomer adjacent agency) which was so notriously cliche and such a bad attempt to make zoomers interested in *the* old lady brand - if it will be the case for Clinique, alongside bad zoomerbait packaging/branding changes... I don't think it will personally would make me want buy their products anymore. I say it as a zoomer. Also I'm surprised to hear it exited Sephora elsewhere else, since in Poland it's still here and they still get new products - although it isn't a benchmark here, since Douglas has iron grip on smaller cities and has the full range (incl eyeshadow, which is hard to get outside official stores).
Good insight!
Thanks for reading and for this very thoughtful comment. I remember the push in the US for Inglot, I couldn’t really grasp where it belonged in the American market, but I do remember it having some strong core products.
Inglot can be described as something very close to M.A.C but at lower price point, with wide range of shades and colors available and it used to be the de facto MUA brand here, it's still widely used at make-up/beauty schools too. I think it's why M.A.C isn't as popular in Poland, too. Outside the high prices. The American launch was considered that they made it - especially as a brand originating and still operating in such marginalized part of the country - but it's was a weird move in retrospection since there were enough of brands occupying same niche and some of their formulations could be mediocre in comparison. It was such a big news here, only after international expansion media truly started to care about Inglot. I think amount of colors they carry, Freedom System (flexible make-your-own refillable palettes with eyeshadow, blush, bronzer, pressed powder, previously - lipstick and concealer) and the gel eyeliner were meant to be the selling point?
Currently they seem to neglect less performing markets these times while focusing on domestic one - especially by appealing to zoomers by releasing products and shades catering to still very popular here clean girl trend but failing, doing it all without good marketing strategy. They still somehow exist in the US... but everyone forgot that. Company is stagnating, I heard there were layoffs and they are closing or downsizing less profitable stores (and they are re-entering stands at multi-brand retailers) - it been like this since founder died and they totally lost direction. Which is sad to see, since their potential wasn't used in full, even just at home turf. At this point all they can do is hiring better marketing and PR people and a good creative director alongside making formulas better - I think they could work on their foundations, concealers and powders - which always, unfortunately, kinda or fully sucked.
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 ❤️