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A CUS­TOM IDEA “So much of what Clin­ique is about is cus­tom fit,” says Lauder. “Our first ‘slide com­puter,’ which helps de­ter­mine the right prod­ucts for dif­fer­ent skin needs, was cre­ated in 1968 after our founder, Carol Phillips, went to a store to buy a pair of shoes and saw a foot-mea­sure­ment tool. [You put your foot on it, and it slides to your foot width and length.] She was like, ‘Oh, my God, this is the best way to tell the dif­fer­ences in dif­fer­ent women’s skin.’ Our en­tire three-step sys­tem of cleanse, ex­fo­li­ate and mois­tur­ize was cre­ated so that it can be used in dif­fer­ent ways on the skin. It was not one-size-fits-all.” A HAPPY IDEA “How does a fra­grance-free brand launch a fra­grance?” asks Lauder. “At TEDWomen, [man­age­ment con­sul­tant] Mar­garet Hef­fer­nan talked about how it’s peo­ple, not com­pa­nies, who come up with ideas. In 1997, our then cre­ative di­rec­tor, Jim Nevins, was an ex­am­ple of that. He’d been watch­ing late-night TV, and Judy Gar­land was singing ‘come on, get happy.’ It clicked for him. When you have prod­ucts that have a univer­sal truth in them, the idea res­onates. So we made Happy, our first fra­grance. It has cit­rus and an ef­fer­ves­cent qual­ity that is en­er­giz­ing.” Clin­ique Happy Eau de Par­fum Spray ($80 for 50 mL)

AN ARTIS­TIC IDEA “We launched a line of primers and lip­sticks ear­lier this year called Pop Lip,” says Knapp. “Next spring, we’re com­ing out with a suite of prod­ucts that is go­ing to sup­ple­ment that. One of them is a lip lac­quer, which you use with a brush. An­other is a lip oil that will give you a sheer sheen. All these dif­fer­ent medi­ums got us think­ing about mixed me­dia and how artists work—how they build wa­ter­colours or how they use lac­quer if they need an in­cred­i­bly rich pop of colour. So that in­forms the ad­ver­tis­ing—it’s go­ing to look like a pop artist’s can­vas.” Clin­ique Pop Lip Colour + Primer in Punch Pop ($21)

A SMART IDEA “The premise for our Smart line started with in­sight from our R&D team and bi­ol­o­gists about how to cre­ate a prod­uct that could read your skin and be a multi-task­ing prod­uct based on you,” says Janet Pardo, Clin­ique’s se­nior vice-pres­i­dent, prod­uct de­vel­op­ment. “We thought, ‘If a woman can do five things at once, why shouldn’t her skin­care be able to do that?’ The beauty be­hind the science and chem­istry is for­mu­lat­ing some­thing that doesn’t can­cel out the other ac­tive in­gre­di­ents—that’s hard to do.” Clin­ique Smart Cus­tom-Re­pair Eye Treat­ment ($59). For de­tails, see Shop­ping Guide.

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