Clinique iD Targets Millennials With Customizable Moisturizer Collection

Clinique iD Targets Millennials With Customizable Moisturizer Collection
Beauty

The skincare brand is simultaneously hoping to offer inclusivity while also providing a more targeted hydration system, launching a collection of 15 options from which customers can choose the best combination for their specific concerns

Katie Devlin
  • 28 november 2018

Despite the popularity of makeup and beauty products and attempts of many retailers to offer customizable options, consumers still often have difficulty sourcing products that suit their skin’s particular needs. Skincare giant Clinique is addressing this enduring challenge by launching Clinique iD, a moisturizer range that is tailored to each customer’s unique skin state and challenges.

Clinique’s Dramatically Different moisturizers, launching December 1, will consist of a hydration system with15 different options that can be combined to ensure that there is a match for each customer. In addition, the product will be priced at $39, placing it below the luxury skincare category while retaining premium appeal.

The fully customizable system is designed to cater to a increasingly selective younger audience, who has no shortage of options when it comes to skincare—and which can leave them feeling overwhelmed. Clinique hopes to appeal to customers by offering targeted options, while at the same time providing something for everyone: “Customization equals inclusion,” Julien Moignard, Clinique’s senior vice president of global marketing, said to Allure.

Clinique


Lead image: Clinique via Instagram

Despite the popularity of makeup and beauty products and attempts of many retailers to offer customizable options, consumers still often have difficulty sourcing products that suit their skin’s particular needs. Skincare giant Clinique is addressing this enduring challenge by launching Clinique iD, a moisturizer range that is tailored to each customer’s unique skin state and challenges.

+beauty
+brand activation & immersion
+Luxury
+packaging & product engagement
+personalization
+retail
+Skincare

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