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's new line of customizable Dramatically Different Moisturizing Lotions debuted last month.

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.

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@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.