It’s 2012 and there was news at Clinique – A NEW Dramatically Different Moisturizing Lotion (DDML). Six year in the making, the company redeveloped the best selling skin care lotion. It’s a tricky situation – Clinique needed a clear strategy for creating excitement for a changing fan favorite.

Clinique has a cult following of loyal customers who use DDML. Knowing that the new formula could possibly turn core customers away, Clinique wanted to create a launch that would excite and grow the customer base. I was tasked to design and develop promotional displays and store collateral.

The theme was simple and gripping – “hello”. A simple and powerful tag line to introduce the new improved DDML. Working closely with copywriters, fellow designers, and the advertisement team, I designed an exploded bottle showcasing the familiar, but new bottle.

Dramatically Different Lotion kept their existing core customers and gained new clients. DDML continued to be a best seller.