Clinique hopes to increase its already considerable foundation business with the February launch of Beyond Perfecting, designed as a full-coverage foundation and concealer in one — a first for the brand.
Foundation has always been a huge priority for Clinique, said Jane Lauder, global brand president. “One in three foundations sold is from Clinique, and 15 percent of Clinique’s total global business [which industry sources estimated at $2 billion globally] is done in foundation, so we offer a very broad assortment of finishes and benefits.” Clinique’s 15 current foundations include both liquid and solid formulations, all with sheer to moderate coverage. Beyond Perfecting marks the advent of the first full-coverage foundation from the brand.
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Clinique executives declined comment on projected sales, although industry sources estimated that the Beyond Perfecting line could do $70 million globally in retail sales during its first year on counter. Industry sources estimated that Clinique would spend $30 million on advertising and promotion during the product’s first 12 months on counter.
Janet Pardo, Clinique’s senior vice president of product development worldwide, challenged the brand’s research and development team with a daunting list of objectives, including the creation of a full-coverage foundation and concealer that didn’t crease under the eyes, a 12-hour lasting time and an applicator that automatically dispensed the perfect amount of product.
She achieved all three with Beyond Perfecting, starting with the packaging — which has a proprietary doe foot applicator teamed with a rod and wiper to deliver measured doses of the formula.
“Instead of using esters, we used polymers and gels in formulating this product,” noted Pardo. “The gel system is super lightweight and flexible and moves with the user’s skin.” It also adapts to skin’s immediate needs, such as adding hydration or absorbing oil. Because the foundation’s base is transparent, it doesn’t turn ashy on any complexions, she said.
The foundation will be available in 20 shades globally. In the U.S., each will retail for $27.
In the U.S., the foundation will be available in about 2,000 department and specialty store doors.
Print ads take their influences from the brand’s classic Irving Penn shots and begin appearing in February fashion, beauty and lifestyle magazines. A TV campaign is also in development and will break in February, said Cara Robinson, vice president of global makeup and fragrance marketing for Clinique. A robust digital campaign is also part of the marketing plan, she noted.