Clinique has released Clinique iD, a customisable moisturising system that allows users to pair one of three hydrating bases with a choice of five active concentrate cartridges to create a product that’s perfect for their skin.
The cartridges are inserted into the top of the bottle that the moisturiser base is packaged in. They are then pumped in unison to dispense a precise dose of the personalised product, which is 90% hydration base and 10% active concentrate. If used twice per day, as recommended, one $39 125ml bottle will last for three months.
“Customisation equals inclusion,” Julien Moignard, Clinique’s senior vice president of global marketing, who led iD’s development, said. “In today’s digital world, women are looking online before purchasing anything, and they have access to much more information than in the past. That’s why when we launch a product, we do it with a 360-degree approach. The beauty of this system is that it speaks to every single woman.”
The three hydrating bases include the Moisturising Lotion+, for skin-strengthening hydration, Oil-Control Gel, for oil-free hydration, and Hydrating Jelly, a lightweight version of the Moisturiser Lotion, said to be ideal for hot days.
The cartridge options are colour-coded based on one of the five main skin concerns. Green soothes irritated skin; blue retextures and refines pores; white helps to even out skin tone; orange calms fatigue; and purple helps smooth out fine lines and wrinkles.
The 15 potential combinations give consumers the feeling of personalisation, while still allowing the brand to maintain a strong element of control.
Moignard added:”We are all different, and one solution that fits all should not be the norm anymore. Technology and science are pushing us further. With iD, we empower women to create their own moisturiser based on the texture they like, their main skin-care concerns, and the ingredients that they trust.”
The company’s research has found that 68% of women in the US believe they are still searching for the right facial moisturiser for their own skin. “We found that it can take them up to two years to find the perfect match, and up to five trials of different moisturisers, which is quite a lot,” Moignard explained. “And that’s why we felt that Clinique was the right brand to solve this problem at the right time.”
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