Since Clinique is a high-end cosmetic company, they must use marketing channels that enhance that image. Clinique uses a selective distribution approach and it means that it has selected a few retail outlets in a specific area to sell Clinique's products. Cosmetic brands like Clinique are sold in certain up-scale stores, like Sephora and Limoni, and from the company's website. In department stores, Clinique is sold in leased departments,which are sections in stores which the owner rents to someone else.
A new trend that has recently appeared is that high-end cosmetic companies are starting to diversify their marketing channels by selling their products to mass retailers and down-scale outlets, which they have until recently avoided. Companies from Estee Lauder Inc. such as Clinique and Aramis have started using this new distribution strategy. By being sold in mass retail, prestige cosmetic products are starting to take market share from mass brands at mass retailers. Not only that, but by using this new strategy, cosmetic companies are lowering the risk that occures when they have only one route to market. (http://www.cosmeticdesign-europe.com/)
Estee Lauder Inc., including Clinique believe that flexibility in distribution channels helps improve sales and profits.
A new trend that has recently appeared is that high-end cosmetic companies are starting to diversify their marketing channels by selling their products to mass retailers and down-scale outlets, which they have until recently avoided. Companies from Estee Lauder Inc. such as Clinique and Aramis have started using this new distribution strategy. By being sold in mass retail, prestige cosmetic products are starting to take market share from mass brands at mass retailers. Not only that, but by using this new strategy, cosmetic companies are lowering the risk that occures when they have only one route to market. (http://www.cosmeticdesign-europe.com/)
Estee Lauder Inc., including Clinique believe that flexibility in distribution channels helps improve sales and profits.
References:
Bearden, Ingram, LaForge(2001)- Marketing:Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin
Author Unknown, High-end cosmetics take a down market route, Retrieved December 30, from http://www.cosmeticdesign-europe.com
