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    Features

    Clinique: Simple, Direct, Intuitive, Iconic

    The 50-year-old Estée Lauder Companies’ brand is easily recognizable by its logo, shapes and colors.

    Clinique: Simple, Direct, Intuitive, Iconic
    “Fresh Pressed has been huge for us,” says Ted Owen, vice president, Global Package Design, Clinique. “There is something really interesting about taking a product or package that was originally designed for a different industry, and bringing that into the beauty space. That packaging allowed a new kind of formulation, a new kind of product experience.”
    Clinique: Simple, Direct, Intuitive, Iconic
    The Clinique 3-Step Skin Care System is not only the cornerstone of the brand, but a universal icon in cosmetics. A daily cleansing (with Facial Soap), exfoliating (with Clarifying Lotion) and moisturizing (with Dramatically Different Moisturizing Lotion or Gel) regime is designed to create great skin. ‘3 products. 3 minutes. Twice a day. It’s as easy as that.’
    Clinique: Simple, Direct, Intuitive, Iconic
    Lorraine Drake, vice president, Clinique Global Package Development
    Clinique: Simple, Direct, Intuitive, Iconic
    Ted Owen, vice president, Global Package Design, Clinique
    Clinique: Simple, Direct, Intuitive, Iconic
    This 2-in-1 liquid foundation and concealer “covers everything, yet feels like nothing.” A unique doe foot applicator boasts different types of technique options. Each angle presents a different possibility for getting the desired level of coverage.
    Clinique: Simple, Direct, Intuitive, Iconic
    Jenny Belknap, senior vice president, Global Consumer and Product Marketing, Clinique
    Clinique: Simple, Direct, Intuitive, Iconic
    Janet Pardo, senior vice president, Global Product Development, Clinique
    Clinique: Simple, Direct, Intuitive, Iconic
    Clinique says its classic banded lipstick case is an example of a package that has stood the test of time, with no reason necessary for change.
    Clinique: Simple, Direct, Intuitive, Iconic
    Crayola partnered with Clinique to create a limited-edition collection of Chubby Stick moisturizing lip color balm, with packaging inspired by Crayola crayons.
    Clinique: Simple, Direct, Intuitive, Iconic
    A collaboration with designer Jonathan Adler resulted in a limited-edition range of color cosmetics, in “super-Instagrammable” packaging.
    Clinique: Simple, Direct, Intuitive, Iconic
    Packaging for Clinique Fresh Pressed Daily Booster with Pure Vitamin C 10% provides the consumer with a multi-sensory experience.
    Clinique: Simple, Direct, Intuitive, Iconic
    The 2017 special, limited-edition bottle of Dramatically Different Moisturizing Lotion+ is adorned with a Clinique key ring with four charms, including a Breast Cancer Awareness Pink Ribbon. A donation of $10 from each sale supports The Estée Lauder Companies’ Breast Cancer Campaign.
    Clinique: Simple, Direct, Intuitive, Iconic
    The outer packaging for Clinique Pop Lip Colour + Primer made it easier for a woman to identify the shade of lipstick in her purse; the case also serves as a mirror for easy application.
    Clinique: Simple, Direct, Intuitive, Iconic
    In 2017, Clinique entered a whole new category with the introduction of CliniqueFIT, in packaging that focused on the graphic.
    Clinique: Simple, Direct, Intuitive, Iconic
    Clinique’s BIY Blend It Yourself Pigment Drops transform any moisturizer into a BB, CC, or fuller coverage foundation by simply adjusting the number of drops you mix in, thanks to an instant blending technology that is activated once mixed.
    Clinique: Simple, Direct, Intuitive, Iconic
    Andrew Capper
    Clinique: Simple, Direct, Intuitive, Iconic
    Mylan Nguyen
    Clinique: Simple, Direct, Intuitive, Iconic
    Marisol Simard
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    Jamie Matusow, Editor-in-chief01.26.18
    Beauty Packaging’s online audience chose Clinique as “2017 Beauty Company of the Year: Excellence in Packaging.” The Estée Lauder Companies’ brand, which launched in 1968, marks its impressive 50th anniversary in 2018. How have products, components and imagery united to ensure its staying power? Here, we talk to members of Clin-ique’s packaging, marketing and product development teams, as well as industry experts, for a look at the history—and the ongoing innovation that made 2017 an especially recognizable year for the brand.  

    While Simple, Direct, Intuitive and Iconic describe Clin-ique’s successful 50-year-and-counting run in the beauty industry, the brand was launched in 1968 based on another simple string of words that continues to resonate just as strongly with consumers today: Cleanse, Exfoliate, Moisturize. It’s all part of the premise that “great skin can be created.”

    The story of Clinique began in August 1967 when Vogue published an interview by their editor Carol Phillips with Dr. Norman Orentreich, titled, “Can Great Skin Be Created?” The story caught

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