Clinique Brasil - Analise de Portfolio de Marca - Ana Luz - 18-02-2016

1. BRAND PORTFÓLIO
BLUE-PRINT
ANA PAULA VELLOZO LUZ
18-02-2016

2. Clinique Mother Company: The Estee Lauder Companies Inc.
Website: elcompanies.com/Pages/Homepage.aspx
Country: United States
Date of foundation 1946
Headquarters - 767 Fifth Avenue New York, NY 10153
Market Segment: Prestige
Core Business: Beauty
Report Prestige: Beauty Market
Brands: Aveda, Bobbi Brown, Bumble and Bumble, Clinique, Estée Lauder, Jo Malone, La Mer, Lab Series, MAC,
Origins, Smashbox. AERIN, Editions de Parfums Frédéric Malle, Prescriptives, Aramis, Ermenegildo Zegna, Le Labo,
RODIN, GLAMGLOW, Marni, Tom Ford, GoodSkin Labs, Michael Kors, Tommy Hilfiger, Clinique, Ojon
Tory Burch, Darphin, Kiton, Donna Karan New York and Osiao.
PROFILE_

3. PROFILE_
We are a growth company.
Our mission is to keep expanding by taking our brands into new geographies and the best retail opportunities
and creating must-have products. The consumer is always at the center of our thinking."
Fabrizio Freda - President and CEO, The Estée Lauder Companies

4. CLINIQUE BRAND BIO_
“GREAT SKIN CAN BE CREATED”
Clinique, founded in 1968, is the first dermatologist-created, prestige cosmetics brand, under the Estee Lauder
brand. Its customized approach and innovative products have made it one of the world’s leading skin care
authorities. Sold in 130 countries and territories, its mission is to provide the highest quality, most effective products
to enhance every skin type and concern.
Clinique was introduced as the world’s first allergy tested and 100% fragrance free line in the beauty industry.
Clinique is now one of the biggest skin care and cosmetics brands on the market, with stores in 135 different
countries.
website: www.clinique.com

6. MISSION & VISION_
Today Clinique’s mission is to be the most trusted Prestige beauty brand in the world, with market leadership and
authority in Dermatological Skincare and Foundation. From the very beginning we want our clients to recognize us
as the smart choice, always innovating to deliver high quality, effective, safe, Allergy Tested, Fragrance Free
products that are designed for living and enhance her natural beauty, every day.
Clinique will offer a High Touch experience through the highest standards of service, coupling simplicity with the
most advanced diagnostic expertise and knowledge of the skin. This combination will inspire lasting engagement
with consumers of different ages and ethnicities.

7. TARGET_
Women & Men
Clinique offers products for men and women of all ages, ethnicities, skin types and skin concerns.
Clinique targets mainly women ages 16-55. Clinique is able to target such a wide range of ages because of the
customer loyalty they have built over the years with their older customers.
Another reason the brand is able to reach such a diverse target market is due to the many skin types, concerns,
and conditions they address and create products for. This allows them to reach their target consumers of teens to
mature adults.

8. REAZON TO BELIEVE_
The history of Clinique Cosmetics stems from the idea that all women's skin is not created equal.
The brand understands that one product does not fix all skin-care need. It was the first company of its kind
that treated its customers like individuals and not as one unit.
“Founded on the philosophy that great skin can be created,
Clinique pioneered the dermatologist-developed cosmetics brand. Each beautifully crafted Clinique skin
care and make up product is allergy tested and 100% fragrance free-Crucial in a world where allergies
have been labeled the modern epidemic.”

9. PRODUCT CATEGORIES_
3-STEP - Step 1: Cleanse, Step 2: Exfoliate, Step 3: Moisturize
FRAGRANCES - WOMEN’S Aromatics, Aromatics in Black, Aromatics in White, Calyx, Clinique Happy
Clinique Happy in Bloom, Clinique Happy Heart. MEN’S – Chemistry, Clinique Happy for Men.
MAKE-UP – FACE BB & CC Cream, Blush, Bronzer, Concealer, Contouring, Foundation, Makeup Removers, Powder, Primer.
EYE Brow, Eyeliner, Eye Shadow, Mascara, Makeup Removers. LIP - Lip Gloss, Lip Liner, Lipstick.
BRUSHES & TOOLS - Cheek Brushes, Eye & Lip Brushes, Face Brushes, All Brushes & Tools
MAN CARE - Clinique For Men. Simple. Smart. Straightforward. Shave, Cleanse & Tone, Hydrate & Protect, Secret Weapons
SKIN CARE - BB & CC Cream, Cleansers & Makeup, Removers, Exfoliators, Eye & Lip Care, Hand & Body Care, Masks,
Moisturizers, Oil-Free Serums, Sun & Self Tanners, Watery Lotions, Sun Care

10. PRODUCT CATEGORIES_
Selected products:
3-Step Skin Care System,
Super Balanced Makeup,
High Impact Mascara,
Redness Solutions,
Acne Solutions,
Even Better Skintone Corrector,
Super City Block SPF 40,
Aromatics elixir,
Clinique Happy
and Skin Supplies for men.

11. 3 STEP CARE_
In 1968, with the introduction of the now world-
famous 3-Step Skin Care System – a daily cleansing,
exfoliating and moisturising routine – Clinique was
born. Just one year later Clinique opened its first
counter in the UK. It was the first ever dermatologist-
created, allergy-tested, 100% fragrance-free
collection of beauty products ever marketed.
In 1976 Clinique was also the first prestige cosmetics
company to recognise the different skin care needs
of men and to provide them with a practical,
approachable line of skin care – Skin Supplies for
Men.

12. DISTRIBUTION_
It sells its products principally through limited distribution channels to complement the images associated with
the brand.
These channels include points of sale consisting of upscale department stores, specialty retailers, upscale
perfumeries and pharmacies and prestige salons and spas. In addition, its products are sold in freestanding
Company-operated stores, its own and authorized retailer Websites, stores on cruise ships, direct response
television (DRTV), in-flight and duty-free shops.
Clinique is distributed through make up counters.
Clinique is also sold at beauty specialty stores such as Sephora and Ulta.
Clinique can also be purchased online at Clinique.com.br

13. STAFF AND EDUCATION _
Clinique Consultants are known for their superior knowledge and unparalleled customer service.
A lot of attention on personal selling.
Not only does it inform the consumer with a one on one experience, it also provides a positive company image
and brand loyalty.
Their uniform – chic white lab coats that evoke the companies ties to the medical and dematological
communities – exhibits those standards perfectly.
Highly trained, educated and entrenched in the Clinique Philosophy, Consultants are more than employees.
They are according to Clinique co-founder Carol Phillips, 'the keepers of the flame.'

15. MARKET POSITIONING_
PRESTIGE
Clinique addresses acne prone skin, hyperpigmentation, fine lines, redness, large pores, and hydration in all of their
makeup and skin care products.
Also create products and make up to specifically to help dry, very dry, dry combination, and oily skin types.

16. PACKAGING_
Clinique’s fonts, color, and packaging has remained consistently simple and the same over the years.
The most recognizable colors are the yellow and green, which the most popular moisturizers, cleansers, and make
up come in.
Some of the newer products are in silver, light pink, and white components. I believe silver goes great with all of the
new innovative dark spot correcting and anti-aging products.
The light pink and the white are simple and neat, just like Clinique has remained over the years.
The font is very recognizable because it has been the same for so long.
I believe if the brand changes the font it would hurt the company in the long run.
Clinique has a great brand recognition through the colors and fonts.

18. BRAND VOICE & SLOGAN_
THE MEDICAL APPROACH | CLINIQUE
Clinique was the company's answer to growing concerns women had about the chemicals and additives in
beauty products. It was (and still many of its products are) fragrance-free and hypoallergenic.
Makeup and beauty products could no longer make unfounded scientific claims. The industry was becoming
more and more regulated. But there was nothing stopping the brand from alluding to science.
Irving Penn, a famous fashion photographer, created the brand's iconic visual style of highlighting the product
packaging, not fresh-faced models.
The branded likened skin care to brushing your teeth, a position that made it the choice for women who care
about the health of their skin, not how they cover it up with products and makeup.
SLOGAN
• Allergy Tested. 100% Fragrance Free.

19. ONLINE & ELETRONIC PRESENCE_
Clinique was one of the first cosmetic companies to launch a website in 1996, and the first cosmetic company to
offer online shopping at their website http://www.clinique.com/ in 1998.
The website offers a convenient and simple way to purchase their wide range of products, including skincare
products, make-up and fragrances.
Clinique predicted that the number of women using the Internet and shopping online would increase in the
following years which is why they quickly reacted to this new trend and created an online store.
Clinique online store offers not only a fast and easy way to buy products, but also offers other services with the goal
to build and maintain relationships with customers.

20. RETAIL ACTIVITIES_
“By integrating digital technologies into the Clinique shopping experience, we are offering the consumer a
stimulating and socially modern way to connect with the brand,”said Lynne Greene, Global Brand President of
Clinique.
Clinique as a global leader in beauty, continues to drive consumer service innovation by introducing new digital
technologies at retail stores. Clinique becomes the first cosmetics brand to use the Apple iPad in-store as part of
a state-of-the-art, self-guided skin care diagnostic tool being rolled out at select counters nationwide.
Another innovation in retail life is Clinique Smart Bar powered by Microsoft Surface. Clinique is the first beauty
brand to use Microsoft Surface in-store. The Clinique Smart Bar, an oversized touch screen counter that can
detect objects and gestures using the embedded Microsoft Surface unit, was installed at Bloomingdale’s flagship
store at 59th Street in New York City.

22. #FACEFORWARD CAMPAIGN
Cosmetics companies Estee Lauder and Clinique both recently announced the appointment of social-media-savvy, Millennial
women to act as brand representatives — instead of the usual A-list Hollywood stars.!
Choosing up-and-coming bloggers, social activists and entrepreneurs as brand representatives signals an industry shift, with
established beauty companies trying to target a younger, more connected audience.
The campaign’s ambassadors serve as impressive examples of what young people can accomplish.
#START BETTER MANIFESTO
The #StartBetter video manifesto, something of a mini motivational speech, is the first product of another fresh start, Clinique's
relationship with digital shop 360i, which began late last year. The video generated 1.4 million views on YouTube and Facebook in
two months and mostly positive comments in social media.
It's enough to put #StartBetter among the top 100 beauty brand videos of all time, according to research firm Pixability.
EXPLORE FOUR DIFFERENT LIPSTICK STYLES IN CLINIQUE'S INTERACTIVE MUSIC VIDEO
Viewers Can Toggle Between Versions of Zara Larsson's New Song
Clinique is showing off its Pop Artistry Trend lipsticks in an interactive music video with Scandinavian singer Zara Larsson. Play With
Pop, created by Wieden & Kennedy New York, features four different versions of Larsson's single "Lush Life."
COMMUNICATION TONE_

23. MAGAZINE ADVERTISING &
PR EDITORIALS_
It is always the best method to reach the consumer
using visual ads and celebrities to promote the
company and their product. Magazines like Vogue,
Cosmopolitan, Elle, etc. are advertising Clinique,
which gives a consumer an idea of quality.

24. Several promotional activities are offered to attract customers:
Seeding
Product placement
Beauty week at Clinique
Beauty break
Day break party – new product launch
Summer event
Clinique bonus time - cliniquebonuis.Com
Free offers
Gift with purchase
Gift Cards
To name some of them.
PROMOTION_

25. INTEGRATED MKT
COMMUNICATION_
Marketing communications are very important for
Clinique. The company is using advertisement,
promotions and customer satisfaction surveys to
reach out to their consumers and meet their needs
at different points. Clinique uses different
communication channels to be seen and heard by
the customers.

26. MOBILE APPS_
Life on-the-go is another feature that became popular.
All you need is a cell phone and you can stay
connected to Clinique 24/7. The company has an app
that will help the consumer to make the right decision.
Clinique Forecast app instantly gives you the day's
forecast so you can help protect your skin accordingly -
and ultimately look younger, longer.

27. SOCIAL NETWORKS_
One of the most effective contact points with the consumer is social networks like Facebook and Twitter.
Clinique has a page on both, where you can look up customers reviews, opinions and experiences with the
brand. People share thoughts with their friends and entire world.
Youtube also as become a content video chanel for make-up & cosmetic tutorials and product reviews.
Clinique at Pinterest. Clinique U.S. official Pinterest. Sharing colour inspiration, favourite products and makeup
trends for any age.
Clinique Brazil is on Instagram - https://www.instagram.com/cliniquebrasil/?hl=pt-br
Customers can stay connected to the brand at all times, take surveys, get free samples and participate in
interesting events.

28. BRAZIL MARKET SCENARIO_
While indicators are slowing, Brazil confirms its progress in the global beauty market. First global fragrance market,
the country takes the second place in sales of hair products and redefines the International gives China's sides.
Euromonitor and Mintel have reported on the next development levers become a leading country in the
international arena.
According to Euromonitor, despite a context of slowing growth, Brazil ranks 3rd in the world in all segments,
behind the United States and China.
Responsible for 1.8% of GDP and record an average growth of 10% per annum, personal hygiene, perfumery and
cosmetics (CT & F) is facing a number of challenges.
The Brazilian personal care industry represents more than 1.8% of the country’s GDP and 9.4% of the world’s
consumption. As far as Latin America is concerned, Brazil’s market share exceeds 53%. “Without a doubt, Brazil is
a major power in Latin America.

29. • 2015 Government approved the collection of the Tax on Industrialized Products (IPI) on the wholesale trade
of cosmetics.
• Consequences of the volatility of the dollar for the industry
• Increased share of class C and access classes D and E to the CT & F products is a relatively recent
phenomenon in Brazil
• Recent renewal of the agreement between ABIHPEC and APEX-Brazil, which is the size of the Beautycare
Brazil project for exports from the cosmetics industry
• R & D are crucial to ensure growth in the sector. Ex: nanoencapsulation project
BRAZIL MARKET SCENARIO_

30. EUROMONITOR INTERNATIONAL
ANALYST PULSE SURVEY, MAY 2013

31. THE PREMIUM IS GAINING GROUND_
Still dominated by mass, the Brazilian market is gradually moving towards the premium, according
to Euromonitor, thanks to sliding up sales of perfumes and care products.
Finally, direct selling is beginning to lose ground to the brands sold in stores, as illustrated by the
success of L'Occitane, one of the most beautiful growth of international brands in Brazil.

33. CLINIQUE BRAZIL_
After spending the last two years restructuring its operations in Brazil, Clinique is experiencing a period of expansion. The company's
sales grew 36% in the first half of this year. The percentage answered "exactly" the expectations of Fernanda Calvet, director of the
Brazilian branch of the brand since April. "We hope to continue at this pace," he said.
"We were studying, now we've found the model is the foot on the accelerator," Calvet said. For the director, two years ago, the
time was arriving in Brazil, understand the distribution, the Brazilian consumer, the distribution model and consolidating the stores.
When Clinique arrived in the country between 1997 and 1998, she settled in a kiosk in the mall Iguatemi. Now, she adds 63 ready for
sale in the country - between stores, service centers and perfumeries and may have others.
To grab a larger share of this total, the company has two focuses for the coming years: image and distribution. Clinique plan to
have a more aggressive advertising plan. Last year, for example, the company only launched a campaign. That she plans to
launch four.
In addition to Brazil was the first country in Latin America to receive the online sales operation of Clinique, last year, the company
included the country in research to develop new products. In this fiscal year, a line will be launched developed for Brazil, taking into
account the skin type of the Brazilian. Calvet says there is a deadline for the current strategy revenge, but says that "a new picture"
of the company in the country should be taken in 2015. (18 Aug. 2011)
http://exame.abril.com.br/negocios/noticias/clinique-cresce-36-no-brasil-e-poe-o-pe-no-acelerador

34. TRENDS_
The year 2016 will be challenging. Brands need to find balance between innovation and competitive prices for
consumers. But the beauty is fully associated with happiness and self-esteem and these values will never be set
aside for women, even in times of crisis.
The Brazilian beauty market has attracted the attention of various brands worldwide. It already accounts for 11%
of the world market and should occupy the 2nd place in consumption over the next five years, according to
Euromonitor International data.
Vegan cosmetics gain popularity with respect for animals and the environment
Sun protection: crop trends 2015 - Well with the sun, day and night
The future retail: successful brick-and-mortar shops are bringing digital in-store (teach-play concept)!

35. TRENDS_
Dermatologicals in Brazil registered current value growth of 9% in 2015 to reach sales of B$1.5 billion.
Men’s grooming products account for almost 11% of the whole personal care consumption in Brazil. Sales doubled
in size in the past five years and reached R$ 11.1 billion in 2014.
The performance of the hair care market was similar. Driven by hair conditioners, hair colours and shampoos, which
together represent 90% of the hair segment, Brazil recorded net sales of R$ 21.2 billion in 2014 (6.8 billion dollars or 6.2
billion euros), an increase of 11% compared to 2013.
For instance, Brazil is the leading consumer of hair care products for children, representing 24% of world’s
consumption.
Men’s grooming products account for almost 11% of the whole personal care consumption in Brazil. Sales doubled
in size in the past five years and reached R$ 11.1 billion in 2014.

37. WHAT TO EXPECT IN THE NEXT YEARS_
What we see for years to come, is a more professional approach to everything related to health and wellness,
many entrepreneurs are attentive to the changing consumer attitude towards healthy aging and need to take
care of Cheers; this makes new possibilities open up increasingly to new brands and new proposals.
Consumers are eager for news, and if this is combined with a strong brand, with support in the market, he feels
proud to use the product or service, it is almost a recipe for success.

38. SOURCES
http://fashionbi.com/brands/clinique/info
www.Clinique.com
https://aquabeautygem.wordpress.com/2013/01/23/the-story-behind-clinique/
http://mundodasmarcas.blogspot.com.br/2007/05/clinique-allergy-tested.html
http://www.cosmeticsdesign.com/Market-Trends/Chanel-and-Clinique-show-the-importance-of-luxury-beauty-brand-
perception
http://blog.hubspot.com/marketing/beauty-marketing-innovative-brands
http://investors.elcompanies.com/phoenix.zhtml?c=109458&p=irol-homeprofile
http://www.clinique.jobs/clinique/our-history.html
https://datafox.com/clinique
http://clinique-happy1.blogspot.com.br/p/marketing-plan-fall-2011.html
https://prezi.com/i1cjqcrbbegf/clinique-marketing-presentation/
http://www.ukessays.com/essays/marketing/brand-portfolio-analysis-of-clinique-and-radox-marketing-essay.php
http://www.bittencourtconsultoria.com.br/artigos/o-mercado-de-cosmeticos-e-as-franquias.html

39. BRAND PORTFÓLIO
BLUE-PRINT
ANA PAULA VELLOZO LUZ
BRAND MANAGER PREP
18-02-2016