Clinique Puts a Trendy Twist on a Beloved Product: Personalization

With Clinique iD, the beauty brand experiments with letting people customize its best-selling Dramatically Different moisturizer line

Clinique launched its signature product, Dramatically Different Moisturizing Lotion, way back in 1968, and it’s been one of the brand’s biggest sellers ever since. A version of it—there’s also a Dramatically Different gel for those with oilier skin and a jelly, which claims to help protect skin against pollution—is purchased somewhere in the world every 3.6 seconds.