This is one of famous foundations of Clinique.
This is an example of printed ad in CLEO Magazine.
It's a new product of the company. It's is Clinique 3-step skin care system.
วันอังคารที่ 11 สิงหาคม พ.ศ. 2552
Why this product?
Women pay much attention to beauty. What makes you look beautiful after wearing foundation, makeup base, moisturizer or what so ever is YOUR GREAT SKIN, right? Nowadays, there are lots of cosmetics brands for user to choose. Most of them consist of fragrance or what so ever which can destroy your skin.
Clinique Laboratory, LLC is the company whose products are allergy-tested and 100% fragrance free.
Clinique Laboratory, LLC is the company whose products are allergy-tested and 100% fragrance free.
Company Background
Clinique is one of the world's largest suppliers of prestige makeup and fragrance products. It was launched by Estée Lauder Companies and premiered to the public at Saks Fifth Avenue in August 1968.
In 1968, magazine editor Carol Phillips consulted with Park Avenue dermatologist Dr. Norman Orentreich for an article titled "Can Great Skin Be Created?". In other words, Clinique was founded on the Philosophy that great skin can be created. The doctor shared the products and procedures that he used in his own office. The article caught the attention of Estée Lauder and Dr. Orentreich was brought on board to help create the first Dermatologist developed skincare line, Clinique.
Product Strategy
Product line:Its product lines are skincare, makeup, fragrance, and men’s skin care. Its famous product is skincare because of Allergy Test and 100% fragrance free. What is the most popular of makeup of Clinique is foundation because of being more sheer and subtle than traditional cosmetic lines. Men’s products consist of skin care, shaving, and grooming.
Target group:
The company is in the high end market which shares market shares with Estee Lauder, Lancôme, for example. Its products are suitable for all skin type. The main customer of the brand is 30 up years old women whose income level are quite high. However, the company expands its own target group to men.
Nowadays, the company dropped its market down to lower income level or younger people with affordable price because high end market is quite saturated. In other word, high end customers count on this brand.
Branding:
This brand makes customers who came to its counters feel like they are talking to a dermatologist who can give right advices or products for them. To make sure that Clinique Consultants at Clinique counter are the best qualified person to give you advices, they has passed a program developed with Clinique’s guiding dermatologists which make them, Clinique Consultant, become the gold standard in personalized service. Clinique Consultants always offer customers the latest answers and products for individual needs. This makes customers feel like they are treated at Clinique Consultant’s best.
Positioning/ Unique Selling Point:
Clinique was developed for people who have very sensitive skin, and prior to Clinique, could use very few cosmetic products. Clinique is different from most cosmetic companies in that its goal was to meet individual skin care needs by categorizing skin types.
Clinique products are Allergy Tested and 100% fragrance free. Another its USP is white lab coat which makes them looks like dermatologists. This shows that Clinique products are laboratory developmental products. Allergy Tested and 100% fragrance free are the key successful factors of the company also.
Promotion Strategy
Clinique marketizes its product through printed ads in magazines without any supermodel on the page. In other words, ads feature extreme close-ups of individual products on a white background with succinct, factual text beneath. The company marketizes its products through major magazines; for example, Seventeen Magazine, CLEO magazine and Cosmopolitan magazine.
C linique Consultants wearing white lab coats also are the way the company has used to promote its products because this can attract customers.
The free gift and the gift-with-purchase techniques have been the ways to promote the products of Clinique.
The last but not least technique is words of mouth because once one impresses product or service; s/he will tell other people to use this brand too.
C linique Consultants wearing white lab coats also are the way the company has used to promote its products because this can attract customers.
The free gift and the gift-with-purchase techniques have been the ways to promote the products of Clinique.
The last but not least technique is words of mouth because once one impresses product or service; s/he will tell other people to use this brand too.
My Reflection
Before I took this course, I disliked business at all.
Now, my attitude towards business begins to change after taking course with Ajarn Gob. What I’m surprised is that I want to learn more about business. This may be because when I go to class it's not just sitting in classes and listening to what teacher taught. In contrast, Ajarn Gob let students think and try to learn by themselves also. I have lots of fun from studying this course. I have a chance to open my view. I have a chance to try new thing. I love the way you let student design their own works without blocking their thoughts with “condition” or “rule”. Moreover, Ajarn Gob is very friendly to students which makes student feel free to ask any questions. However, the way you put yourself gain more respect from students.
Thank for being a teacher here. It makes me know what the real teacher should be.
Now, my attitude towards business begins to change after taking course with Ajarn Gob. What I’m surprised is that I want to learn more about business. This may be because when I go to class it's not just sitting in classes and listening to what teacher taught. In contrast, Ajarn Gob let students think and try to learn by themselves also. I have lots of fun from studying this course. I have a chance to open my view. I have a chance to try new thing. I love the way you let student design their own works without blocking their thoughts with “condition” or “rule”. Moreover, Ajarn Gob is very friendly to students which makes student feel free to ask any questions. However, the way you put yourself gain more respect from students.
Thank for being a teacher here. It makes me know what the real teacher should be.
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