Launched in 1968, Clinique is battling far newer makeup and skincare brands in a notoriously fickle business. But a combination of nostalgia, TikTok and NFTs have helped the 54-year-old brand reach new heights lately.
Clinique Black Honey lipstick, which originally debuted in 1970, was rediscovered by the TikTok community starting last summer, said Michelle Freyre, global president of Clinique for the Estee Lauder Cos. The lipstick naturally adjusts pigment for each individual skin tone, Freyre said. That led creators to buy it, test it and make videos about it.
“TikTok is a place that loves nostalgia,” she said, so that helped. And once Clinique noticed the trend, it amplified it with paid support.