11. Developing and managing products

Because Clinique is a cosmetic company that emphasizes on technology and carefully selected ingredients, they create and develope their skin-care products according to these standards. Clinique hires a number of scientists that develope and test products in their high-tech modern laboratories. There are a few rules that apply to all Clinique products: all products must be tested by dermatologists, allergy tested, 100% fragrance free and they must be appropriate for people of all ages and all skin types.

Another important factor of the Clinique product development process is reacting quickly and effectively to new trends on the market. This means that Clinique pays attention to what customers want. They adapt their products according to their customer's preferences and also to potential customers. This has helped them become one of the most successful cosmetics companies in the world and that is why their products have a lot of beauty awards and positive customers reviews.



After examining the market and looking for niches, Clinique undertakes a business analysis by thoroughly researching which products can be profitable and which target market must they advertise certain products to. Clinique introduces every year new products to every product line and for every market segment.

Clinique is constantly introducing new products and in that way increasing sales. Clinique was for a long time primarily focused on skin-care products such as face creams, facial cleansers and tonics. Today Clinique's product mix is much more diverse. Now, Clinique has a much wider range of hair-care products , but also has started to expand the production of high-quality decorative make-up and fragrances. The most recent product line that Clinique introduced is the new mens skin care product line.
Not only is Clinique introducing new product lines, Clinique is also using a line-filling strategy and adding new products into existing product lines. For instance they make moistuirizing cream for dry, oily, senstive skin, and recently for dehydrated, reactive skin.