Hi lovelies, hope you are ready for the weekend. I probably upload this article on weekend and wish you are ready to read this long article. Today, I will talk about Clinique, some of you must know about this brand, either you are a fan or you never even purchase the product but you know that this brand is a really huge brand. To be able to sustain until now even though there are lots of indie brands that popping out in the industry is an achievement. Lots of new brands and lots of brands that disappear.

Clinique is not a brand that anyone could underestimate. Just took an example of brands that have been struggling to earn a profit, for example, SK-II that you can now purchase in Watsons. Are they trying to reach a different market segment by labeling themselves as a drugstore brand? Hmm…

Other brands such as Kose and Shiseido created a new brand specifically to be sold in the drugstore.  Some of the Kose products, you can find in 7-11.  As for your information, Kose and Shiseido are an Asian high-end brand of cosmetics.


What’s happening right now?

There are lots of indie brands that popped out recently following the rise of social media. It makes more sense that people who already want to join this community and build a business now have the upper hand to market their product. It’s a simple thing to ask influencers to market their product or sell the product by giving them affiliate link or unique code and ask them to do exposure on their social media channel. This is less effort than asking an advertising company to make an advertising for the business or even ask marketer to market the product, since influencer can do all of it, from content curation to sales and marketing. Why would a brand want to engage in advertising agency anymore? With this happening, a lot of advertising company are downsizing their employees. Copywriter no longer has space around the industry.

I have the impression that Clinique will suffer from FOMO (FEAR OF MISSING OUT) and perhaps think that by reinventing product, people won’t forget about them and it also works to give them more exposure in the digital world “oh look! new product! let’s try it out” That’s the kind of respond that this brand probably wants to capture.

It such a sad thing that this huge brand doesn’t know how big their influence is without doing nothing much but keep maintaining their quality. The reputation that Clinique has as a beauty brand is something that anyone would never question about. Whenever it’s about skin care, the first brand that comes to mind is Clinique alongside with other popular brands such as SkinCeuticals.


Product reinvention, is it necessary?

In my own opinion, product reinvention may not be even necessary in the first place. With some reason, if the customer wants to purchase the product again, would it be difficult for the customer to get the product if Clinique decided to stop the production of this particular product and replace it with a new product. The risk of the customer feeling confused and reluctant to give the product a try will happen, because it involves whether the skin will accept the product or breakout will happen.

The product could be cheaper or expensive, with different packaging, sizing, and even ingredients. if you remember Estee Lauder Heatwave Bronze goddess highlighter. Estee Lauder actually under the same umbrella with Clinique. the particular heat wave highlighter is limited edition and Estee Lauder decided to re-launch the highlighter with new packaging and pattern printing, which actually good for some people who want to own the product because the first one is just so lit.

Let’s get on with the Clinique, shall we?  For Clinique, the new product reinvention happened for Moisture Surge extended thirst relief and Even better essence lotion. As you can see below image:

Change to:



Clinique Moisture Surge

Extended Thirst Relif72 hours Auto Replenishing Hydrator
Water\Aqua\Eau , Dimethicone , Butylene Glycol , Glycerin , Trisiloxane , Trehalose , Sucrose , Ammonium Acryloyldimethyltaurate/Vp Copolymer , Hydroxyethyl Urea , Camellia Sinensis (Green Tea) Leaf Extract , Silybum Marianum (Lady'S Thistle) Extract , Betula Alba (Birch) Bark Extract , Saccharomyces Lysate Extract , Aloe Barbadensis Leaf Water , Thermus Thermophillus Ferment , Caffeine , Sorbitol , Palmitoyl Hexapeptide-12 , Sodium Hyaluronate , Caprylyl Glycol , Oleth-10 , Sodium Polyaspartate , Saccharide Isomerate , Hydrogenated Lecithin , Tocopheryl Acetate , Acrylates/C10-30 Alkyl Acrylate Crosspolymer , Glyceryl Polymethacrylate , Tromethamine , Peg-8 , Hexylene Glycol , Magnesium Ascorbyl Phosphate , Disodium Edta , Bht , Phenoxyethanol , Red 4 (Ci 14700) , Yellow 5 (Ci 19140)Water / Aqua / Eau, Dimethicone, Butylene Glycol, Trisiloxane, Glycerin, Betula Alba (Birch) Bark Extract, Silybum Marianum (Lady'S Thistle) Extract, Camellia Sinensis (Green Tea) Leaf Extract, Saccharomyces Lysate Extract, Sucrose, Aloe Barbadensis Leaf Water, Trehalose, Thermus Thermophillus Ferment, Sorbitol, Oleth-10, Tromethamine, Caffeine, Hydrogenated Lecithin, Sodium Hyaluronate, Tocopheryl Acetate, Palmitoyl Oligopeptide, Caprylyl Glycol, Glyceryl Polymethacrylate, PEG-8, Ammonium Acryloyldimethyltaurate / VP Copolymer, Magnesium Ascorbyl Phosphate, Carbomer, Hexylene Glycol, Disodium EDTA, Phenoxyethanol, Red 4 (CI 14700), Yellow 5 (CI 19140).
ingredients comparison between the two product


If you are able to spot it, the packaging and ingredients don’t change much. The ingredients list is different even though you may spot that they still use the same ingredients and maybe replace or add new ingredients. The question that tuck in my mind is, will the new product be better than the previous product? Will my skin accept it? because my skin really love Moisture Surge Extended Thirst Relief but I cannot buy the product since Clinique decided to discontinued the product.


Change to:

Even Better Essence lotion VS Turn Around Revitalizing lotion

Even Better Essence lotionTurn Around Revitalizing lotion
Water\Aqua\Eau, Bis-PEG 18 Methyl Ether Dimethyl Silane, Glycerin, Butylene Glycol, Pentene Glycol, Cucumis Sativus (Cucumber) Fruit Extract, Triticum Vulgare (Wheat) Germ Extract, Tamarindus Indicia Seed Extract, Scutellaria Baicalensis Root Extract, Cladosiphon Okamuranus Extract, Lens Esculenta (Lentil) Fruit Extract, Pyrus Malus (Apple) Fruit Extract, Citrullus Vulgaris (Watermelon) Fruit Extract, Camellia Sinensis Leaf Extract, Saccharomyces Ferment Filtrate, Hordeum Vulgare (Barley) Extract\Extrait D’Orge, Artemia Extract, Algae Extract, Biotin, Ergothioneine, Caffeine, Sucrose, Sodium Lactate, Acetyl Glucosamine, Squalane, Trehalose, Sodium Hyaluronate, Jojoba Esters, PEG-32, Caprylyl Glycol, PEF-6, Polysorbate 20, Dextrin, Cetyl Alcohol, Stearic Acid, Sodium PCA, Glyceryl Stearate, Hydroxyethylcellulose, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Hexylene Glycol, Sodium Hydroxide, Citric Acid, Disodium EDTA, PhenoxyethanolWater , Glycerin , Dipropylene Glycol , Propanediol , Saccharomyces Lysate Extract , Centella Asiatica (Hydrocotyl) Extract , Caffeine , Bifida Ferment Lysate , Acetyl Glucosamine , Lactobacillus Ferment , Creatine , Ergothioneine , Adenosine Phosphate , Punica Granatum (Pomegranate) Fruit Juice , Acetyl Carnitine Hcl , Oryza Sativa (Rice) Bran Extract , Peg-8 , Ppg-6-Decyltetradeceth-30 , Caprylyl Glycol , Carbomer , Trehalose , Hexylene Glycol , Yeast Extract/Faex/Extrait De Levure , Sodium Hyaluronate , Polyquaternium-51 , Butylene Glycol , Tromethamine , Trisodium Hedta , Phenoxyethanol
Comparison of ingredients


If you see the ingredients list and the packaging, this is a whole new different product that myself doesn’t have the ideas why Clinique have to stop selling Even Better Essence Lotion because I love the product so much and I don’t know if the new product will be good for my skin. I have no ideas of Clinique decision to stop these 2 brilliant products. To be honest, I feel disappointed by the decision and wonder if you feel the same way.

I also feel that Clinique is trying so hard to follow the digital world because no new product meaning no new content to update on the internet but what’s this for? You could just repost people content by asking permission, I think they will love that, but I will put aside about my thought above. Let’s see in the business strategy side.

In terms of business strategy, this is probably a new marketing trick to get new customer everytime they reinvent a new product or giving the impression that the new product is so much better than the previous product. Because the reinvention of a product should be better, just see iPhone X and iPhone 5, which one would you choose? But this is technology, not skincare. A great skincare formula is how to balance and create such combination that it’ll work and absorb by your skin.

That’s all for our chit-chat today. Let me know what you think about the topic by commenting down below. Should Clinique go back in the traditional classy way or stick to their business strategy?


Former beauty advisor addicted to travel sharing her beauty secret and her travel journey. Chirping about office and dating life on RUMBLE BUMBLE by Felicia. Writing advice on MEDIUM []

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