Clinique Expands Moisture Surge Offering With New Serum
Clinique is leaning into another popular franchise.
After expanding the Black Honey line from lipstick to eyeliner, mascara and more, Clinique, part of the Estée Lauder Cos., is launching Active Glow Serum, under the Moisture Surge franchise.
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“Moisture Surge is a beloved product. One Moisture Surge is sold every five seconds in the world. People are obsessed with it,” Michelle Freyre, global brand president, Clinique and dermatological brands, said. “This launch is going to be a great companion to creating a fantastic routine.”
Formulated with 5 percent lactic acid, hyaluronic acid, and vitamin C to leave skin plump and glowy, the serum launches March 3, priced at $49, and is also the brand’s key skin care launch to reach younger consumers.
Christie Sclater, global senior vice president of marketing at Clinique, said: “Michelle and I can be anywhere in the world, and people come up to us and say, ‘Oh, my mom introduced me to Clinique; My best friend introduced me to Clinique; My aunt introduced me to Clinique; My sister introduced me to Clinique.’ Clinique is a family affair. We know Moisture Surge recruits across age groups. It’s one of our top three recruiters for young consumers, but equally for every single age demographic.”
On the price point, Freyre noted that it’s a really important part of the brand. “It doesn’t have to break the bank to create great skin. We’re really proud of this product, because it has everything that we want as the best expression of the brand and the innovation that we want to be serving consumers with every day.”
Clinique will focus its promotional activities on engaging with consumers about clinically proven glow, kicking off a series of events globally in March 2025. It will also promote this new product to dermatologists at the American Academy of Dermatology annual conference.
According to Freyre, Clinique skin care grew 7.7 percent during the final quarter of 2024. Industry sources expect this product to reach $60 million retail sales globally in its first year.
This is the second big innovation Clinique has announced so far in 2025. Last month, the brand introduced the Even Better Clinical Dark Spot Clearing Serum, the latest iteration of its hero dark spot product.
In the most recent Lauder earnings report, newly minted chief executive officer Stéphane de La Faverie emphasized innovation — a facet of the business that analysts have said is lagging in recent years — was among his highest priorities.
The company is also playing in new channels as part of its bid to turn around its fortunes.
In March, Clinique became the first of a select few brands within the Estée Lauder Cos.’ portfolio to debut in the U.S. Amazon Premium Beauty store. Most recently, the brand expanded its presence to Amazon Canada.
“Amazon continues to perform incredibly well. We’re recruiting new, younger consumers,” said Freyre.
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