A Comparison of Clinique Marketing Strategy - Essay Example

technology allowing for instant information, legitimate objections arose in the mid-20th century in the skin care industry, with allergies, environmental concerns, possible harm from chemicals, artificial colors, synthetic fragrances and dishonest or misleading advertising creating a need for continuing research extending beyond beauty and calling for attention to health concerns. The company which looks ahead to identify and resolve global barriers will garner a larger market share. Estèe Lauder is one of the best-known cosmetic companies in the world, this could be understood from the words of Lauder [1998], Chairman of Estee Lauder Companies, he reports that “We have a 22% share in Europe in the doors that carry our brands, with Estée Lauder and Clinique ranking number one and two in the doors where theyre sold.

“The Estée Lauder Companies Inc. is one of the worlds leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products”[Preneswire.com 2006]. But when it was noted that certain beauty products were having an adverse effect such as using sun screen lotions during different periods of time on a certain percentage of the people using them. Diffey [2002] observes that the use of topical agents containing UV ingredients might result in adverse effects, so, he advices to avoid the sun screen lotions during October to March in UK.

To overcome issues like this, a product needed to be developed to offset these concerns. The answer was Clinique, launched in 1968 as an allergy-tested, fragrance-free product, based on research and related expertise of leading dermatologists. Marketed as a three-step system—cleanse, exfoliate, moisturize—its simplicity appealed to a female population faced with too many options for cosmetic use. In determining market strategy for Clinique products, the company focused on its development of skin care products as much for health as for beauty, and offered the public a simple 1-2-3