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Case Study example - Clinique Marketing Strategy
Pages 4 (1004 words)
Finding a fountain of youth is the dream of many women in a society that sets impossible standards for what is considered ideal. Models on television invariably are blemish-free and wrinkle-free, with promises of miracles to be wrought through use of a variety of beauty products…
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The company which looks ahead to identify and resolve global barriers is the company which will garner a larger market share.
Este Lauder is one of the best-known cosmetic companies in the world, but when it was noted that certain beauty products were having an adverse effect on a certain percentage of the people using them, 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 plan-a facial soap for cleansing, a clarifying lotion for exfoliation and a product called Dramatically Different Moisturising Lotion for the final step. ...
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