By 2009, Clinique was widely recognized as a fragrance-free skincare brand, defined by a restrained aesthetic and messaging largely unchanged since the 1990s. Brand leadership set out to elevate its positioning—reframing Clinique as – The Leading Skincare Brand. Dermatologist Tested and Approved.

The concept needed to translate seamlessly from advertising to the retail counter. Under the leadership of Jim Nevins, Clinique adopted a modern, chic, clinically driven voice and aesthetic. As part of the Global Store Design and Merchandising team, I led the design of new fixtures and tester systems, deploying them across counters and stores worldwide.

Working cross-functionally with teams spanning packaging, marketing, and graphics, I evaluated manufacturing constraints to ensure cost efficiency and universal scalability. In collaboration with construction partners and fellow designers, I designed fixtures that reinforced the laboratory concept—using modern finishes of chrome and white, punctuated with controlled accents of color.

Each new store opening delivered a significant commercial impact, with sales increasing by over 100%. The transformation ultimately elevated Clinique to become the highest-earning brand in the Estée Lauder Companies portfolio.