If you make it playful, the masses will come. This is why we think the Clinique Chuppy Stick Lip Balm is making claim for beauty immortality.
In the minimalist white space of London’s grandiose Phillips de Pury & Company Gallery, Lynne Greene, president of Clinique, addresses a crowd of international media from as far afield as China, Australia and South Africa. The guests, clad in designer-gear stilettos, are a flattering accent to the austere surroundings. Waiters circulate not with trays of canapés but miniature Clinique products: Happy perfume, the already Lilliputian Bottom Lash Mascara and—the assortment that causes the most excitement— Chubby Stick Moisturizing Lip Colour Balm.
The sheer, hydrating lip balm, dressed in a grown-up version of a crayon, was one of Clinique’s most successful launches— and has gone on to be a bestselling lip product in 20 countries. Greene says that since its launch, it has become an integral and playful part of life. “I met a woman who told me how much she loves Chubby Sticks,” she recalls. “She said, ‘What I love most about it is that I can put it on in the dark!’”
This is clearly a product—and a brand—that isn’t afraid to have a little fun. The stars aligned with the Chubby Stick and its “high-concept, low-tech” angle. Much of its success comes from the 360-degree approach used to create it: functionality (a no-brainer to use), packaging (just plain cute), colours (a wearable range of nudes, brights and plums) and names (Two Ton Tomato? Come. On.).
More on why we love Clinique's Chubby Stick Lip Balm, on the next page...