Dramatically
Different Moisturizing Lotion is Now Even More Dramatically Different
Let me introduce you to
the NEW & Improved Clinique Dramatically Different Moisturizing Lotion+
(Middle East Launch Date: October
2013)
The News Is Dramatic.
Every
4.87 seconds someone buys a bottle of Dramatically Different Moisturizing
Lotion. Now the iconic, “yellow genius” has been dermatologist-reformulated to
deliver even more dramatically different results…
·
50% improvement in moisture for all day hydration without an extra
drop of oil.
·
54% improvement in skin’s barrier-strength in 8 weeks without
changing the famously velvety texture.
Why Does It Matter?
Together,
these two improvements help skin keep in the healthy essentials and better
resist environmental influences. Introducing
Dramatically Different Moisturizing Lotion+.
The Big Question
Why
change something that millions of people love and rely on daily as part of
Clinique’s renowned 3-Step Skin Care System? “The world has changed. Skin care
technology has changed. And so we have changed,” says Janet Pardo, Clinique’s Senior
Vice President of Global Product Development. Clinique is consistently researching new ingredients and
technology to modernize its products and ensure clients receive the maximum
benefits. Now more than ever, skin needs extra help.
To
learn about people’s current skin care needs, Janet Pardo works closely with Clinique’s
formulating dermatologists Drs. David and Catherine Orentreich, the son and
daughter of the celebrated dermatologist Dr. Norman Orentreich who worked with
esteemed magazine editor, Carol Phillips and the Lauder family to develop
Clinique in 1968.
Drs.
David and Catherine Orentreich run the Orentreich Medical Group in the same
Fifth Avenue offices that their father practiced. “The Orentreichs see patients of all ethnicities, skin
concerns, skin types and ages from around the world. Patients were coming in
more and more with manifestations they described as redness, itching, burning,
breakouts, dryness, dullness…in other words; unhealthy skin. The dermatologists
attribute these symptoms to one thing: a weakened barrier,” says Pardo.
There
are a number of influences that can account for skin sensitivities, including environmental
aggressors, climate change, traveling, lack of sleep, eating processed foods and
coping with the stresses of daily life.
All of these culprits take a toll on the skin. As a leader in treating dermatological concerns, Clinique
felt a responsibility to reformulate the beloved and iconic Dramatically
Different Moisturizing Lotion while preserving the qualities that made it so adored
and essential to millions around the world.
Worth The Wait
It
took six and a half years and a hundred formula trials to get the Dramatically
Different Moisturizing Lotion+ just right. Clinique’s Product Development team worked
together with Drs. David and Catherine Orentreich to review new ingredients and
conducted meticulous testing before they approved “the one.” The new formula underwent extensive
clinical testing – the biggest Clinique has ever undertaken. 1,600 people of
different ethnicities across 5 countries participated, including existing,
lapsed and competitive users. The result: Dramatically Different Moisturizing Lotion+ received the
highest possible marks showing more than double the moisture levels with skin
staying consistently comfortable and moisturized throughout the day.
How It Works?
In
order to accomplish its dual mission—to provide barrier strength and to boost
the moisturizing efficiency, Clinique paired new formulating technology with
ingredients that have a long dermatological heritage for efficiency and
comfort. Dr. Norman Orentreich
insisted on using ingredients that work optimally with the skin. Dr. David and Dr. Catherine Orentreich
continue to advise using ingredients familiar to the skin because these are effective
and are least likely to provoke irritation.
The Barrier
Repair Complex:
A
blend of sunflower seed cake, barley extract and cucumber fruit extract that
helps to strengthen the skin’s barrier, imparting resilience and resistance to
environmental stresses to help achieve healthy looking skin.
The
new moisturizing ingredients:
Hyaluronic
Acid has been used in dermatology and medicine for years, and is well
researched and proven effective as a moisture-binding ingredient. It occurs
naturally in the body and helps skin hold onto moisture for improved hydration.
Glycerin
is a well known humectant that attracts moisture to skin. Considered highly “hygroscopic,”
it absorbs water from the surrounding air and thus contributes to the increased
moisturization power of the new Dramatically Different Moisturizing Lotion+.
Urea
is a naturally occurring component in the production of skin’s own natural
moisturizing factor (NMF). NMF ingredients mimic the function of healthy skin.
“You can have the best moisturizer in
the world, but if your barrier is not intact - moisture evaporates,” says
Pardo. “The two actions, moisturizing and barrier-repair, go hand in hand.”
With
improved moisturizing technology and new barrier-strengthening benefits, the
new formula is Dramatically Different… but subtly done. So it is still the
favourite yellow lotion with the same silky texture, it is now just Dramatically
Different Moisturizing Lotion+.
Details.
The
new Dramatically Different Moisturizing Lotion+ is a moisture drink that
absorbs quickly and easily, leaving it smooth, soft and perfectly prepared for
additional concern-driven serums and other treatment products. Or not. Many
people find Dramatically Different Moisturizing Lotion+ just enough in itself.
Dramatically
Different Moisturizing Lotion+ will be available in across Clinique counters in
the Middle East. Recommended for Skin Types 1 and 2. Apply morning and evening
after Step 2, Clarifying Lotion. By day, follow with a moisturizer or
foundation with SPF protection.
Allergy
Tested. 100% Fragrance Free.
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