During the 18th Annual Meeting of Physicians of the Chinese Medical Doctor Association and the National Aesthetic Science Conference (CDA), Clinique of Clinique under the Estee Lauder Companies held a satellite seminar on the theme of anti-aging, announcing the breakthrough application of peptide complex and a new generation of HPR (hydroxypinacone retinoate) in anti-aging formulations, and the latest progress of anti-aging combination**;The clinical results of Clinique Anti-Aging Serum and Aesthetic Laser Aesthetic Treatment, as well as the clinical effect of Clinique's new elastic neck cream.
CDA Clinique booth.
It can be said that this seminar is not only a blockbuster declaration of returning to the original intention for Clinique, but also a key node to refresh intergenerational cognition.
Why?
Type Clinique on the social **app, and you can see a lot of "vicious" Amway.
Make products with your heart, and do marketing with your feet";"It's easy to use the life of an unpopular and wealthy outcast, and the ** effect is not lost xxx, and the life of the disliked Clinique Photon small white bottle";There are even bloggers who shouted directly: "Don't buy it, let it (Clinique) be cleared, I have it exclusive!."”.
It's a bit pompous, but in fact it represents a certain heart, a kind of emotional compensation for the unpopular treasure after it is "unsettled".
Since landing in Shanghai with Estee Lauder in 1993, in the 30 years since entering Chinese mainland, Clinique has launched many popular word-of-mouth products, whether it is the classic three-step process, hydromagnetic scene cream, photon small white bottle, purple light essence, or crayon chubby, little daisy blush, all have a high reputation. But at the same time, Clinique's marketing is a little more low-key.
Clinique daisy blush
In 2013, Clinique held the first "Diagnosis Day" event in Central China at the Clinique counter in Wuhan Plaza (the predecessor of Wushang Plaza), providing customers with one-on-one in-depth consultation for the purpose of selling products. Yes, the founder of the groupEstée Lauder's precedent for trial size marketingIn 2013, Clinique was still doing just that. That year, "free delivery (formal products)" swept the whole industry, and the "Zhang Taiti" advertisement appeared in the south
For younger people, the explosion of makeup, body, perfume, men's and other categories has blurred consumers' perception of Clinique's core competitiveness to a certain extent, and the memory of the white coat image and "consultation" marketing in the early years is being washed away. A lot of people don't even knowThe original French meaning of the word clinique refers to a clinic, not to mention the brand's research and contribution to science.
Clinique was founded in 1968 at the height of technology. At that time, the United States' manned lunar landing program was carried out for 8 years, the science fiction movie "2001: A Space Odyssey" was released, and HP sold the world's first desktop computer. Later, Clinique designed the skin testing system as a "Clinique brand computer" and put it in the counter, which became the most powerful conspicuous bag in the 70s.
Founded by ** doctors, the three-step skincare process rewrites the industry
In fact, Clinique was the first brand in the world to be founded by ** doctors, and Clinique butter was a medicine prescribed to patients by ** doctors 55 years ago.
In 1967, the American edition of Vogue published a feature entitled "Can Good Skin Be Created?".》（can great skin be created?), co-authored by then-Vogue beauty editor Carol Phillips and New York-based expert Dr. Norman Orentreich. It is also this article that makes the three-step concept of "cleansing, exfoliating, and moisturizing" an important guide for product development in the global beauty industry.
Vogue
Intrigued by Norman Orentreich's ideas, Leonard Lauder, the eldest son of Mrs. Estée Lauder, co-founded the Clinique brand with two authors. Focusing on the two points of "scientific skin care" and "scientific identification of skin type", Clinique reached a consensus on the development of new products, and Carol Phillips led the first new product launch.
In fact, Clinique was built by Estee Lauder as an internal competitor from the beginning. Some voices believe that this move is to open up new customer groups, and the second is to avoid the risks brought by a single brand. In order to highlight Clinique's uniqueness, The Estée Lauder Companies customized a white lab coat for the beauty consultants at Clinique counters and opened a new laboratory, which is still one of Clinique's brand memories today.
Clinique skincare three-step early advertisement
The first step of the three-step process is cleansing with soap, the second step is exfoliating water, and the third step is butter. Yes, butter was a crucial step, and at the time it was actually a medicine prescribed by doctors to patients. The alkaline soap makes the **wash very clean, the water returns the ** to the acidic environment, and the butter hits a good balance.
If you think about it, it has only been a hundred years since the industrialization of toothpaste to the habit of daily toothbrushing, and in order to better publicize, Clinique borrowed from the practice of toothpaste and created an advertising slogan of "cleansing, exfoliating, moisturizing, twice a day like brushing teeth", the purpose of which is to infiltrate a new skin care concept by updating and leading skin care habits.
The three-step skincare process may seem commonplace today, but at the time, it can be said to have rewritten the history of skincare and the industry's advanced concept.
The world's first** detector from Clinique
In the 70s of the last century, the use of computers was limited to the military and electronic engineers at American universities. Even dial-up and e-mail have only been around for more than 20 years. Half a century ago, in 1977, Clinique designed a computer that could detect the condition of ** and give suitable skin care products in 30 seconds. Is it a fantasy?No, it's clinique.
Clinique Computer. Dr. Norman Orentreich is just one layer of his research, and his research also includes hair loss, aging in all parts of the body, and the effects of autoimmunity. Coupled with the development of instruments and the management of the laboratory, it is not an exaggeration to call him a "scientist". He created the world's first skin analyzer, the Clinique brand computer.
Formula philosophy - the ultimate safety + the ultimate efficacy
The external symbol is a concrete extension of the core of the brand. For Clinique, its relationship with ** medicine just implies the DNA of the brand's scientific skincare - following the guidance of ** doctors, all products do not contain flavors and fragrances, have been allergy tested, and pursue the ultimate safety and efficacy.
Dr. Tom Mammone, Clinique's Chief Scientific Advisor and Vice President of Biology at The Estée Lauder Companies, said of the Clinique brand – when it comes to selecting ingredients, Clinique never blindly follows trends, and places the highest priority on safety and efficacy.
When it comes to the balance of safety and efficacy, Clinique has its own formulation philosophy. It's like the "gas" and "brake" of a car. GAS refers to acceleration, and in the formula it refers to the ingredients that really work, such as CL302 used in the whitening serum, 1870 complex used in the anti-aging serum, etc., while brake refers to the brake, which refers to the ingredients that stabilize and calm the skin.
Tom Mammone, citing Clinique's ongoing PIH anti-blackness study as an example, said that the core of postoperative anti-blackness is not necessarily that the skin has pigmentation problems quickly, but that it is not done a good job of stabilizing and calming after surgery.
Adhere to the principle of power of one and specialize in "allergy science".
Because a certain eyeliner can't pass a test, the entire R&D team has spent three years to overcome it, and I'm afraid there is only Clinique. Here we have to mention the power of one principle that it has always advocated in the formulation system - as long as there is a case of allergy, the formula will start all over again.
Externally, Clinique claims to be "allergy tested", but in fact, the product has to go through many rigorous steps before going to market, such as repeated patch testing (RIPT), stability testing, sensory testing, clinical testing, ophthalmologist testing (around the eye product) and safety testing. "That's Clinique's Power of One principle, and it's what makes Clinique lead the industry in this investment.
When Tom Mammone talked about Clinique's research in the field of science, the first thing he mentioned was Clinique's research on skin sensitivity. "It's Clinique genes, and we call it allergy science;The second is anti-aging, focusing on the all-round research of lines and relaxation;The third is pigmentation, which Clinique has been studying since 1980, and acne skin and pores are also within the research area of the Clinique team. ”
The technology pioneer of The Estée Lauder Companies
*Doctor founded and launched the world's first skin tester, rewrote the skin care habits of contemporary people, led the industry in allergy science, started again with an allergy, and sold classic products for 55 years. Any one of them is enough for a brand to blow for a long time. However, since its birth, Clinique has engraved the best scientific research into its DNA, and has continuously launched products that consumers love and even unsettle unexpectedly.
As a technology pioneer of The Estée Lauder Companies, Clinique leads the group's product development in cutting-edge technology and the use of active ingredients.
Clinique genius butter.
Clinique's star product is the "one bottle that sells in an average of 2 seconds", after gently cleansing and managing keratin, a bottle of genius butter combines 3 major benefits: moisturizing and repairing, balancing water and oil, and strengthening the barrier. This moisturizer reduces the skin's water-oil ratio, 0 alcohol and 0 fragrance. It clones the natural skin moisturizing film ingredients to strengthen the barrier, strengthening the skin barrier by more than 34% in 4 hours. In the past 55 years, the butter recipe has only been tweaked once in 2013, and the recipe based on the best of science has endured.
The main active ingredient of Clinique Photon Vial, which is jokingly called a treasure pearl by netizens, is acetyl hexapeptide-8 - the new favorite of Estee Lauder's lady line, which is basically used by all lines, and Clinique is the first brand to use this ingredient.
Clinique violet family.
The Clinique Violet Essence on display during the CDA applies the latest anti-aging technology from The Estée Lauder Companies. The first targeted triple wrinkle removal method, the 1870 complex composed of 3 peptides promotes the synthesis of natural collagen, and HPR effectively reshapes the ** texture, promotes skin renewal and minimizes the appearance of wrinkles. Dermal fillers can quickly plump fine lines and reduce dry lines.
What is less well known is that Clinique has been specializing in peptide research and application for more than 35 years;The research on the generation of HPR has gone through 10 years of exploration. The aforementioned purple light essence is Clinique's anti-aging masterpiece with the original intention of "benchmarking laser beauty effects", which integrates two types of cutting-edge anti-aging ingredients, peptides and HPR.
Professor Wu Yan, director of the Department of Peking University First Hospital, believes that in the retinol family, HPR, as the latest generation of products, is different from other tretinoin derivatives that can directly produce effects without conversion, and the principle is similar to that of all-trans A acid (tretinoin) but the irritation is much reduced, and the transdermal rate is also better. Among the peptide components, signal peptides, carrier peptides and neuropeptides that inhibit neurotransmitters have been scientifically proven to be effective.
Clinique Stretch Face Neck Cream
Zhao Xiaomin, deputy director of Estee Lauder's China Innovation R&D Center, found that the improvement effect of Clinique Anti-Aging Serum on facial wrinkles is equivalent to a single CO2 fractional ablative laser** effect when doing the "16-week clinical trial results comparison". In the synergistic test of photorejuvenation in Chinese women, it was found that no clinical adverse reactions were detected in Clinique Purple Light Essence and Elastic Band Neck Cream, and the subjects were highly satisfied, which proved the safety of these two products after medical use.
Liu Wei, former director of the ** Disease Hospital and director of the ** Department of the Air Force General Hospital, said: "I am very happy to see Clinique return to the vision of China's leading doctors, and jointly promote the progress of the industry with continuous professional research capabilities. ”
Clinique is returning to science at this time and making efforts in science and technology, which can be described as taking advantage of the trend.
The first is regulatory benefits. In the Chinese market, with the promulgation of the Regulations on the Supervision and Administration of Cosmetics, the fundamental law for the supervision of the cosmetics industry, the domestic cosmetics market has entered the era of efficacy.
The second is forward-looking. According to Euromonitor statistics, the market size of China's first-class skincare products in 2022 will be about 285900 million yuan, which will remain 6 year-on-year in the context of the overall downturn in retail sales of consumer goods and cosmetics in 2022With 8% growth against the trend, China's first-class skincare market is entering a period of development, and the first-class skincare track is expected to continue to lead China's cosmetics consumer market to resume growth. Clinique's core advantages in science will be amplified and provide a driving force for its efforts in the Chinese market.
Last but not least, Clinique is still strong in its brand. In the "2023 Global Top 50 Cosmetics and Personal Care Brand Value Value" list released by Brand Finance, a British brand evaluation agency, Clinique still ranks first.
In Europe and the United States, the Clinique brand has always enjoyed a good reputation. Since 1973, Clinique has been invited to participate in the American Congress. Since 1998, Clinique Labs and related scientists have published 43 independent scientific studies**. In the 1980s, he began to research pigmentation and freckle removal problems, and customized whitening products for Asian womenIn 1998, it was the first to create a new gel cream delivery carrier, and for 35 years, it has been studying peptide technology, etc., and these technologies have been continuously upgraded and updated and are still in use today.
In December last year, the Estee Lauder China Innovation R&D Center was officially established in Minhang, Shanghai, injecting more possibilities for Clinique to gain insight into Chinese consumers and develop products related to the Chinese market in the future. At the same time, Clinique is brewing a global team of experts, including mainstream doctors in China, who will focus on acne research, pigment research, aging research, etc., to develop forward-looking products in more depth.
In line with the R&D idea of "in China, for China, for Asia, and for the world", Clinique returns to science itself, locks in the outstanding needs of the market such as sebaceous film repair, sensitive skin, and post-medical art repair, and at the same time seeks new scientific and technological breakthroughs in the cutting-edge functional skin care field that the brand is good at.
Tech beauty is in the ascendant, and Clinique can go further.