Visual Merchandising

Guideline
2
Table of
contents.

Mission statement. 3
Customer journey/zoning. 5
Visual strategy. 11
Product merchandising. 31
Demo/testers. 50
Housekeeping/operations. 54
Glossary. 60

Clinique Brand Guidelines

Section 1

Mission
Statement.
 Mission
4

statement.

Simple routines, remarkable results.

Clinique Global Visual Merchandising and Store Design

is pleased to introduce a Global Visual Merchandising
Style Guide. The purpose of this guide is to provide
guardrails to unify the visual execution in our existing store
concepts and ensure a universal philosophy on in-store
merchandising.

This document includes clear philosophies, rules,

planograms, launch executions, and visual strategies
for merchandising all products. It was designed to ensure
alignment between all creative teams included outside
agencies and consultants. All Clinique departments,
corporate functions and in-store teams are welcome to
utilize this document.

Strict adherence is mandatory. If there are any questions

or challenges that need to be addressed within your
environments, consult the global visual merchandising
team. Updates will periodically be distributed to ensure
agility in our visual merchandising vision based on the
ever evolving business needs.

FPO
Clinique Brand Guidelines
Section 2

Customer
Journey/Zoning.
In this section you will be introduced to the first steps
in getting to know and understand your space. Zoning
is explained for placement of visual tools and product.
When you use the tools provided you can create an
environment that entices customers to enter the store
and feel as if they are seeing something new each time
they visit.
 Customer
6

journey/zoning.

Philosophy 1

Determine the traffic flow and point of entry for

your customer:

Key areas to pay attention to:

• where customers enter and exit the retailer
• what is considered the main entrance to the
department store
• how the customer traffic pattern is affected by
escalators, elevators, parking lots, and rest rooms -
50% all these factors influence traffic patterns
• observe your surrounding competitors and who they
MOST TRAFFIC ISLE

might be to properly determine your mix of business

20% It may be surprising but the main entrance of the

department store may not be perceived as the one that
10% customers use.

Clinique
main competition
secondary competition

20% traffic flow

Clinique Brand Guidelines

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7

journey/zoning.

Philosophy 2.1

Clinique is a multi-focus brand, so our philosophy for

MAC Benefit merchandising across from competition takes a
2-prong approach.

example one: mono-focus brands surround Clinique

Mono-focus competitor: if your counter is across
skincare faces MAC, color faces Kiehl’s.
from a competitor that is mono-focus (i.e. MAC for color
MOST TRAFFIC ISLE
or Kiehl’s for skincare), place the opposite business
category across from the competitor. This is to attract
through another category Clinique is strong in.
Kiehl’s

Multi-category competitor: if your counter is across

from a competitor that is multi-category (i.e. Lancome
or Clarins), place the exact same business category
across from the competitor to attract customers seeking
those products.

Clarins Estee Lauder

example two: multi-category brands surround Clinique

skincare faces Clarins, color faces Lancome.
MOST TRAFFIC ISLE

Lancome

Clinique Brand Guidelines

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journey/zoning.

MAIN TRAFFIC / MAC

Philosophy 2.2

Determine the store’s mix of business, the

shopping mission of your customers, and make sure that
example one: skincare focus the amount of space on the selling floor that is allocated
skincare 60% to your categories correspond to the % of business they
foundation 15% represent for your store. For example, if foundation sales

KIEHLS
color 10% are 20% of your business, then foundation should take
fragrance 5% up approximately 20% of your selling floor.
men’s 4% Business categories are:
body/sun 1% • skincare
• foundation
• color
• fragrance
• men’s
• body/sun

Newness: always in the primary traffic entrance.

MAIN TRAFFIC / CLARINS

Product distortions: always in high traffic areas.
Product distortion categories are:
• moisturizers
• foundation
example two: makeup focus • one regionally relevant choice of lip
skincare 40% • mascara or makeup removers
foundation 30%
LANCOME

color 20%
fragrance 5%
men’s 4%
body/sun 1%

Clinique Brand Guidelines

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journey/zoning.

retain & inspire Philosophy 3

POS - the pos area offers
free and paid sampling as
Get to know your customer journey zones:
well as the booking of the
next you-time service attract / engage / convert / retain & Inspire zones.

Attract: newness is located at the primary point of entry

to the counter. Newness tools are the light boxes and
window displays. These are areas customers can view
from a distance and invites them to come to the store.

Engage: launch testers that relate to attract/newness and

key product pillar distortions are located in the engage zones.
Product distortion categories are:
• moisturizers
• foundation
• one choice of lip, mascara or makeup removers

Engage tools are launch testers, story telling units, and

merchandising fixtures. Free sampling is encouraged in
the engage zone in the store by offering a dramming jar to
customers to fill with any product they would like
to experience.

Convert: consultation is located in the heart of the

store. This is where relationships with customers are
built, custom fit products are introduced, and you-time
services occur. Again, sampling is a must.

Retain & inspire: pos is where the invitation for

customers to come back can be introduced by offering
free/paid sampling and booking their next you-time
service. CRM data is also collected at the pos.

engage engage convert attract

Clinique Brand Guidelines

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journey/zoning.

Philosophy 4

Cross-merchandising to increase IPT: identify what

items are adjacencies across categories to increase sales.
do:
merchandise Sonic system next to 3-Step tester
Examples:

• Sonic systems can be merchandised within

cleansers and foundation
• moisturizers can be merchandised with foundation
• makeup removers can be merchandised within
skincare, foundation and color

do:
merchandise BIY LNLT on top of a moisturizer case/moisture visual

do:
merchandise Matte Lip with Take The Day Off

Clinique Brand Guidelines

Section 3

Visual
Strategy.
This section will explain how to create a defined visual
structure within your store. You will understand how
to use your marketing calendar and apply the visual
strategy, which is explained in detail in the next group
of philosophies. With this knowledge you will enhance
the Clinique brand identity and increase best selling and
regionally specific business.
 Visual
12

strategy.

core distortions launch amplifications Philosophy 5.1

Core distortions combined occupy 65% of the

space in your store.

15% 3-Step They are based on brand strategy and include:

• 3-Step - 15%
• moisturizers - 15%
• foundation - 15%
• lip - 15%
PRIMARY LAUNCH • regionally relevant choice - 5%
Matte Lip
15% moisturizers
• lightbox Core distortions are always in a consistent location and
25% • window do not move unless traffic patterns or nearby competitors
• LNLT change.
• endcap
• storytelling unit
Launch amplifications combined occupy 35% of
the space in your store.
15% foundation launch amplifications
live within distortions
They are based on your marketing calendar. The primary
launch occupies 25% of the space, while the secondary
launch occupies 10% of the space.

SECONDARY LAUNCH
15% lip Super Balanced Silk
10% • lightbox
• LNLT
• storytelling unit

5% regionally relevant

Clinique Brand Guidelines

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strategy.

core distortions launch amplifications Philosophy 5.2

15% 3-Step distortion
Scenario example 1: primary launch lip,
secondary launch foundation

15% 3-Step 15% moisturizer distortion

SECONDARY LAUNCH
Super Balanced Silk
PRIMARY LAUNCH 10%
25%
Matte Lip +
15% moisturizers foundation distortion
• lightbox 15%
25% • window
• LNLT
• endcap
• storytelling unit

15% foundation launch amplifications

live within distortions

PRIMARY LAUNCH
Matte Lip 25%
40% +
SECONDARY LAUNCH lip distortion
Super Balanced Silk 15%
15% lip
10% • lightbox
• LNLT
• storytelling unit

5% regionally relevant

5% regionally relevant

Clinique Brand Guidelines

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strategy.

core distortions launch amplifications Philosophy 5.3

15% 3-Step distortion
Scenario example 2: primary launch moisturizers,
secondary launch lip

15% 3-Step

PRIMARY LAUNCH PRIMARY LAUNCH

Fresh Pressed Fresh Pressed
15% moisturizers 25%
• lightbox 40%
+
25% • window
moisturizer distortion
• LNLT
15%
• endcap
• storytelling unit

15% foundation launch amplifications

live within distortions

SECONDARY LAUNCH 15% foundation distortion

15% lip Chubby Plump & Shine

10% • lightbox
SECONDARY LAUNCH
• LNLT
Chubby Plump & Shine
• storytelling unit
10%
25%
5% regionally relevant +
lip distortion
15%

5% regionally relevant 5%

Clinique Brand Guidelines

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strategy.

Philosophy 6

Tools for 3-Step distortions:

• lightbox
• 3-Step tester unit

15% 3-Step

lightbox 3-Step tester unit

15% moisturizers

15% foundation

15% lip

5% regionally relevant

Clinique Brand Guidelines

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strategy.

Philosophy 7

Tools for moisturizer distortions:

• tester pod apron
• travel retail skincare unit
• pedestal or caseline graphics

tester pod apron

15% 3-Step

15% moisturizers

15% foundation

15% lip

5% regionally relevant
travel retail skincare unit pedestal or caseline graphic

Clinique Brand Guidelines

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strategy.

Philosophy 8

Tools for foundation distortions:

• step stadium unit
• LNLT
• dramming unit
• travel retail distortion unit
• pedestal or caseline graphic

15% 3-Step

15% moisturizers
step stadium unit LNLT step stadium unit dramming unit

15% foundation

15% lip

5% regionally relevant
travel retail distortion unit pedestal or caseline graphic

Clinique Brand Guidelines

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strategy.

Philosophy 9

Tools for lip distortions:

• step stadium unit
• LNLT
• travel retail distortion unit
• pedestal or caseline graphic

15% 3-Step

step stadium unit LNLT step stadium unit

15% moisturizers

15% foundation

15% lip

5% regionally relevant
travel retail distortion unit pedestal or caseline graphic

Clinique Brand Guidelines

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strategy.

Philosophy 10

Tools for regionally relevant distortions:

• towers or niche bays

15% 3-Step

15% moisturizers

15% foundation

15% lip

Take The Day Off Moisture Surge cleansers

5% regionally relevant

Clinique Brand Guidelines

 Visual
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strategy.

Philosophy 11

Primary launch tools:

The primary focus should be recognized instantly as the
main message; be visible from main traffic; and take over
25% of your counter or free-standing store.

When layered on top of the core distortions it will add up to

40% of your space.

Tools for primary launch:

• lightbox
• LNLT
• storytelling unit
lightbox window Sephora endcap • pedestal
• endcap

PRIMARY LAUNCH
Matte Lip

• lightbox
25%
• window
• LNLT
• endcap
• storytelling unit

SECONDARY LAUNCH
Super Balanced Silk
10% • lightbox
• LNLT
story telling unit step stadium unit LNLT step stadium unit • storytelling unit

Clinique Brand Guidelines

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strategy.

Philosophy 12

Secondary launch tools:

The secondary focus should be a focused, grouped and
compact story; and take over only 10% of your counter or
free standing store.

When layered on top of the core distortions it will add up to

25% of your space.

Tools for secondary launch:

• lightbox
• LNLT

lightbox

PRIMARY LAUNCH
Matte Lip

• lightbox
25%
• window
• LNLT
• endcap
• storytelling unit

SECONDARY LAUNCH
Super Balanced Silk
10% • lightbox
• LNLT
LNLT story telling unit • storytelling unit

Clinique Brand Guidelines

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strategy.

distortion box shelf options examples of distortion boxes Philosophy 13

Distortion and launch amplification looks.

1 Use distortion boxes and product highlighters to distort

key business categories. Use maximum one per shelf on
every shelf but the bottom.

examples of product highlighters

Clinique Brand Guidelines

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strategy.

Philosophy 14
evergreen
Evergreen visuals: visuals that bring Clinique’s iconic
overall skincare
photography to the store while allowing the presentation of
multiple focused stories.

Evergreen visuals are used in lightboxes, pedestals, and

in case.
evergreen evergreen
lipstick treatment
Evergreen visuals can be found on global edit by searching
for the evergreen name (ex: evergreen happy indulgences.)
For cropping guidelines contact your global visual
merchandising team.
evergreen evergreen
eye cfm Below the counter: visuals below the counter should
be c logos, secondary texture images related to a launch,
or evergreen.

evergreen
evergreen
happy
foundation
indulgences

evergreen evergreen
3-Step fragrance

evergreen evergreen
moisturizer sun

C - Logo

Clinique Brand Guidelines

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strategy.

Philosophy 15

Repeat imagery: use of the same image over and

over can create visual clutter; use the alternate image
options that are provided for each campaign to create a
compelling story without too much repetition.

do

don’t

Clinique Brand Guidelines

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strategy.

Philosophy 16

Relationships: tester units and visuals must be

placed adjacent to the product or product category they
are selling.

Clinique product and visuals that are not approved by the

brand or retailer should not be placed in these locations.

Clinique Brand Guidelines

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strategy.

Philosophy 17

Visual Breaks: the tops of encased walls and towers can

be left open with no visuals or product unless otherwise
directed by global or regional merchandising teams.

This visual break will allow the customer to clearly view

key messaging and merchandise.

Clinique Brand Guidelines

 Visual
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strategy.

Philosophy 18.1: promotions

Clinique promotional signage: purchase with

purchase (PWP) and promotions sit with the category
of the business.

Clinique Brand Guidelines

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strategy.

Philosophy 18.2: gift with purchase

Clinique promotional signage: gift with purchase

(GWP) visually takes over the counter.

Elements for counter takeover are:

• any retailer fixtures
• windows, lightboxes and posters
• ledgetop signage
• launch units and vitrines
• in case visuals

these elements are always placed away from the counter

Clinique Brand Guidelines

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strategy.

Philosophy 18.3: GWP takeover

In cases when gift with purchase (GWP) happens at

the same time as a different counter takeover such as
holiday, zone them in two different areas of the store.

Do not mix gwp and holiday ledgetops.

scenario 1:
holiday takes over
the ledgetop

scenario 2:
GWP takes over
the ledgetop

Clinique Brand Guidelines

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strategy.

Philosophy 19

Retailer required POS signage should stand-alone,

not be layered over Clinique collateral and sit near the
POS. If layered with other signs or visuals it will create
visual clutter.

new concept POS caseline POS

Clinique Brand Guidelines

Section 4

Product
Merchandising.
In the following philosophies you will explore how
business strategy and customer experience truly come
together to present Clinique in a customer-focused
and regionally relevant way. This section can be used
as a useful reference for product placement in all
varieties of fixturing.
 Product
32

merchandising.

Philosophy 20
out of reach shelf:
Eye level is buy level: business focus product
categories should be what your customer views first on
3-Step duplicate primary shelf
shelf merchandising. Planogram these categories on the
primary and secondary shelf areas.

primary: Primary shelf area should support 3-Step.

20% cleansers
3-Step 20% clarifying lotions Secondary shelf area should support cleansers and
60% DDML
makeup removers.

secondary: Remaining shelf areas are dedicated to moisturizers and

other regionally relevant product.
makeup removers 60% Take The Day Off
& cleansers 40% cleansers
Shelves that are out of customer reach can be
treated as a display area and should be identical to the
remaining shelves: shelf below it.
80% Moisture Surge
moisturizers 20% Pep Start

80% Smart
moisturizers 20% Super Defense

other regionally
relevant product

Clinique Brand Guidelines

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merchandising.

Philosophy 21

Shelf merchandising: the order of product

merchandising on shelves should be:

Front to back:
•1 category benefit navigation
•2 grouping benefit
•3 shelf copy: benefit copy / price / product name
•4 testable product with try me sticker
•5 saleable

Reference Google doc for most up to date copy:

click here

https://elcompanies.sharepoint.com/sites/CL_GSDVM/_
layouts/15/WopiFrame.aspx?sourcedoc=%7Baba91296-
be4f-486f-988e-51a5fcb29970%7D&action=default
55
Saleable stock should be stacked no more than two
boxes high, and only stack square boxes.
44
22 Determine the amount of saleable stock your shelf must
hold according to restocking levels at your counter.
3
3

Philosophy 22
1
1
Saleable stock should sit behind their respective tester,
outside of the tester space, to create a clear delineation
between the stock and tester product.

Clinique Brand Guidelines

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merchandising.

Philosophy 23.1: caseline merchandising

Product merchandised in the caselines and pedestals

with shelving should relate to what is on top either directly
or through link-sell.

open shelf caseline

Clinique Brand Guidelines

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merchandising.

Philosophy 23.2: caseline merchandising

Scenario example 1: 3-Step

caseline

Clinique Brand Guidelines

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merchandising.

Philosophy 23.3: caseline merchandising

Scenario example 2: moisture musts

caseline

Clinique Brand Guidelines

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merchandising.

Philosophy 23.4: caseline merchandising

Scenario example 3: foundation focus

caseline

Clinique Brand Guidelines

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merchandising.

Philosophy 23.5: caseline merchandising

Scenario example 4: chubby lip and take the day off

caseline

Clinique Brand Guidelines

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merchandising.

Philosophy 24.1: shelf

merchandising pyramid

Product merchandised on shelves in department stores

and freestanding stores is arranged in a pyramid shape.

scenario example 1: 3-Step shelf merchandising by product category scenario example 2: 3-Step shelf merchandising by skin type

Clinique Brand Guidelines

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merchandising.

Philosophy 24.2: shelf

merchandising pyramid

Product merchandised on shelves in department stores

and freestanding stores is arranged in a pyramid shape.

scenario example 3: targeted solutions shelf merchandising scenario example 4: moisture musts shelf merchandising

Clinique Brand Guidelines

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merchandising.

Philosophy 25: shelf

merchandising pyramid

Product merchandised on shelves in the new retail

concept is arranged in a pyramid shape.

shelf distortion

freestanding store 3-Step freestanding store daily care freestanding store specialists

Clinique Brand Guidelines

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merchandising.

Philosophy 26: shelf merchandising

order-of-use

Products on shelves in SMC channels are

merchandised by order of use, NOT pyramid.

*The exception is 3-Step, which will always be

merchandised in a pyramid.

Scenario example 1: sephora 1 bay linear shelf

merchandising

Clinique Brand Guidelines

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merchandising.

Philosophy 27: shelf merchandising

order-of-use

Products on shelves in perfumery channels are

merchandised by order of use, NOT pyramid.

*The exception is 3-Step, which will always be

merchandised in a pyramid.

Scenario example 1: perfumery 1 bay linear shelf

merchandising

Buisnesses can flex

Millennial door has pep on entire shelf

Buisnesses can flex

Recruitment store has moisture surge
on entire shelf

Clinique Brand Guidelines

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merchandising.

Philosophy 28

Merchandising foundation: foundation gradiates

from left to right and starts with light, and moves to the
darkest shades. Where regionally relevant, shade order
may reverse.

Clinique Brand Guidelines

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merchandising.

Philosophy 29

Merchandising lip and eyeshadows: group

eyeshadows and lipsticks by product franchise.
Keep like color families together.

Eyeshadow color families are golds, greens, blues,

violets, and pinks in these respective orders.

Lipstick color families are purples, reds, pinks, and nudes.

Clinique Brand Guidelines

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merchandising.

option 1: option 2: Philosophy 30: out of

shelf merchandising tower season merchandise

There are two solutions for placement of out of season

bay 1 bay 2 bay 3 merchandise.

Option 1: display out of season merchandise within the

same product category on a wall or tower merchandising.
Place the out of season merchandise on the bottom
shelf. Example: out of season holiday happy kits would be
displayed within fragrance wall or tower merchandising.

Option 2: place all out of season merchandise together,

in a neat and organized display. Example: all out of season
holiday kits would be displayed together on one tower.

Only use option 1 or option 2 - not both.

out of season merchandise

Clinique Brand Guidelines

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merchandising.

Philosophy 31: out of

season merchandise (caseline)

If the store is mainly caselines, dedicate an entire case

to out of season merchandise.

Leftover gift sets should never be merchandised on the

back wall. Any remaining gift sets that cannot fill a casline
should be kept in drawers at the counter and suggested
to customers based on their purchase. Leftover visual
merchandising collateral (for example 2016 holiday
signage and product displays) should be discarded.

Clinique Brand Guidelines

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merchandising.

Philosophy 32

Back-stock in drawers: back-stock in drawers on

the selling floor should be neatly organized and relate
the testable product nearest it.

There should not be any hygiene or personal objects

(such as phones, chargers, cables, food, hair bands)
kept in back-stock drawers.

Drawers and trollies near consultation areas should have

the tools and product needed only for that purpose and
back-stock should not be housed here.

Clinique Brand Guidelines

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merchandising.

Philosophy 33
1

Consultation area: keep it clean and organized

with all of the tools you will need to service the customer.
Housed here should be the most regionally relevant
3-Step system, hygiene items, a diagnostic lamp and
a Clinique skin-typing computer. Chairs should be
accessible and inviting to customers, and not tucked
2 3 into the table.

To provide a successful consultation to a customer you

will need all four elements:
4
•1 diagnostic lamp
•2 Clinique computer
•3 skin care hygiene tray
•4 skin care trolley
•5 chairs
5

Clinique Brand Guidelines

Section 5

Demo/Testers.

This section will help you to understand the best way

to show and maintain the tester and demo products.
By applying these philosophies on a regular basis
you can create an ease to the customer shopping
experience.
 Demo/testers.
51

Philosophy 34

Try me and new stickers should be placed on every

testable product. Avoid covering the Clinique logo.

“try me” sticker guidelines:

• do not cover product logo and product name
• place sticker in visible location on product
• place sticker right side up
• one sticker per product
• only place stickers on testable product
• do not place stickers on top of caps, place front
facing to customer
• when tester is displayed with cap on, sticker should
be located on cap as long as it does not cover logo

Clinique Brand Guidelines

 Demo/testers.
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Philosophy 35
remove caps
Tester caps: remove the caps from testable
products that have pumps to encourage testing
(i.e. DDML)

Philosophy 36

Empty tester spaces: tester spaces should not be

left open. When necessary double expose the tester
adjacent to it.

Philosophy 37

Replace testers before it is difficult for a customer to try

the product. Check these daily and make it a part of your
opening or closing routine. This is a great use of down
time.

Philosophy 38

Prime new testers: these should be ready for

empty tester spaces must be filled customers as soon as they are placed on the selling floor.

Clinique Brand Guidelines

 Demo/testers.
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Philosophy 39

Hygiene: consists of tissue, cotton, q-tips, formula

specific mascara wands, make-up remover, alcohol,
hand sanitizer, and water. These items should always be
placed in their respective holders and not loose or piled
on surfaces.

On shelves: place hygiene items on the primary shelf

to encourage testing.

On top of cases: place hygiene items next to LNLTS

and permanent tester units.

On consultation: hygeine should always be present

on consultation tables.

Clinique Brand Guidelines

Section 6

Housekeeping/
Operations.
Put your best foot forward at all times. An organized
and clean store is the best invitation to customers
to enter and try product. Please use the following
philosophies as part of your daily ritual.
 Housekeeping/
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operations.

Philosophy 40

POS areas must be kept clean and neat. Keep

paperwork and personal items in drawers and cabinets.
These items include:
• handbags
• hair ties / hair brushes
• phones / tablets / computers
• charging cords
• personal makeup
• gum / mints / food products
• oral hygiene
• medications

Philosophy 41

Trash bins: should be kept neat, clean, and discrete

but accessible to the customers.

don’t do

Clinique Brand Guidelines

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operations.

Philosophy 42

Displays: never use alcohol or Windex to clean

surfaces or displays, since these products crack acrylic!
A mild mixture of soap and water does the trick.

Philosophy 43

Sanitize testers: clean testers with alcohol

between customer use and at the start and end of
every day.

Replace testers: replace half-empty testers and do not

refill empty testers. The only products to be refilled are
clarifying lotions.

don’t do

Refer to the best hygienepractices in the source book for more product specific instructions.

Clinique Brand Guidelines

 Housekeeping/
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operations.

Philosophy 44

Clinique computer: should always be present in the

consultation area. Return it to that area when finished
working with it.

Clinique Brand Guidelines

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operations.

Philosophy 45

Backstock in drawers: backstock in drawers on

the selling floor should be neatly organized and relate
the testable product nearest it.

There should not be any hygiene or personal objects

(such as phones, chargers, cables, food, hair bands)
kept in backstock drawers.

Drawers and trollies near consultation areas should have

the tools and product needed only for that purpose and
backstock should not be housed here.

do don’t

Clinique Brand Guidelines

 Housekeeping/
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operations.

Philosophy 46

Pamphlets: place pamphlets in holders, on the POS

or next to the product they sell.

Do not stack or fan on tables or surfaces and do not

place near other Clinique or retailer signage.

Clinique product pamphlets

retailer pamphlets holder

Clinique Brand Guidelines

Section 8

Glossary.
 Global glossary
61

of terms.

abbreviations consultation area focus shelf

Area at counter where consultations take place Shelf that is eye level and best location key
CFM: Clinique for men consisting of a diagnostic lamp, hygiene, 3-Step, distortion products.
CRM: customer retention model Clinique computer and a chair.
DIF: destroy in field
full impact locators
DTO: drawing turn over cd case System of locators developed in EMEA to
FPO: for placement only Acrylic case with clear lid to hold powder or showcase products on an angle. Used typically in
GPS: global perfumery system (lit and un-lit)
compact foundations. EMEA and pop up stores.
GSS: generic showcase signage
IPT: items per transaction
IWH: in warehouse caseline / showcase godet
LBX: light box Glass display fixture usually with two or three shelve Metal pan of product used in tester displays such
LNLT: latest news launch tester typically on the perimeter of the space. as eye shadow. Not salable.
OCD: on counter date
POG: product on glass dif graphic
SAYLI: service as you like it Visual or artwork collateral.
Salable products that are turned into testers.
SRP: suggest retail price
UBS: universal backwall signage
dramming hero products
The sampling of products directly from testers or Standout Clinique products that create buzz and
acetate shine light on the rest of the product line. Examples
Clear material with printed graphics typically used on dramming bottles into a small plastic jar.
of Clinique hero products are moisture surge, ddml,
tester units for benefits, pricing and product names. beyond perfecting...
dramming bottle
automat Plastic bottle filled with foundation used to dispense
limited life
Make up display system that is used in self foundation samples into dramming jars. Also
Product that are in line for short period of time, do
shopping environments. Consistents of a locater referred to as a “ketchup bottle.”
not become part of the basic assortment.
for testable product and a sliding door to hold
shoppable product. duraclear
locator
Light box visual, substrate is clear material, lit from
behind, required an acrylic diffuser for light. tester tile
category header
A piece of acrylic or other material that has a well
category sinage to “locate” or hold a Clinique product in a specific
Navigation signage that guides customers to main duratrans place on a tester unit or linear shelf.
categories within skin care, foundation, makeup, Light box visual, substrate is milky white material,
fragrance, mens, body, and sun. lit from behind, typically does not need a diffuser
planogram
for light.
category signage
Navigation signage that guides customers to main A diagram or model that indicates the placement of
factice
categories within skin care, foundation, makeup, retail products in order to maximize attract and sales.
Faux product use to represent product typically
fragrance, mens, body, and sun. used for display. Not testable or shoppable. Can
be actual size or large scale.

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62

of terms.

plug linear shelf story telling units

A piece of material used to temporarily cover Straight line of shelving typically 30-48 inches long. Display system consisting of a kit of parts used
a hole or empty locator on a tester unit. Plugs to hold graphics, display products and highlight
are sometimes used when a product has been pricing in a variety of configurations. Developed
salable like tester
discontinued, or to cover a locator meant to hold a and offered through the IMW / EMEA.
Product that has tester printed directly on product
product that will launch in the future. and have a different code than salable product.
ubs stand
sonic tester side car An acrylic holder used in Asia to hold a ubs size
Tester unit that showcases the sonic system, Display that sits next to a launch unit amplifying the visual. UBS graphics and holders are normally
and normally associated Clinique cleansing launch focus. used on backwalls in Japan doors.
regimen products.

testers (product) vitrine

communication bands Display used to highlight promotion or product.
Product used by customers and consultants to
Updatable communication strips that can speak Can be a fixture or a cube that sits on a fixture.
try in-store. Testers have a try me or new sticker
to product benefit, price and product names. Customers can not touch.
and are placed on tester units or in front of salable
Communication bands are utilized on shelving and products on shelving.
can be either horizontal of vertical surface.
color deck
2100 deck A tiered unit with a pull out drawer which holds the
demo products full assortment of Clinique color testers.
A Clinique makeup focus unit commonly used in
Product used by customers and consultants to sayli counters that allows customers to try and test
try in-store. Testers have a try me or new sticker
products without the need for a consultant. diagnostic table
and are placed on tester units or in front of salable A consultation area that holds all of the required
products on shelving. tools and products for a Clinique consultant to
A5 Stand provide a full skin type diagnostic service.
An acrylic holder used to hold an A5 sized graphic.
light box visual
A5 graphics and stands are normally used on
Visual that is lit from behind with a light source
towers, wall bays and in storytelling units. end cap
typically a duratrans or duraclear. A display fixture with shelving on the end of a
gondola in retailers such as Sephora and Ulta,
special event kits
lightboxes (outside measurement) which focuses on specific newness launch or
flash event kits
Viewable area inside the frame and is need to product distortion.
A reusable, portable kit that is produced globally
make sure the image and type do not get cut off
and used for flash events, which includes a visual
by the frame. Also referred to as “visual opening.”
backdrop, easel, chair, various acrylic locators for lazy susan
product, and a trolley case. A Clinique skincare focus service tool that has a
lightboxes (inside measurement) mechanism to allow the unit to spin 360 degrees
The overall size of the transparency / light box on a table surface. Ideally placed in a round
table wrap
visual. Also referred to as “visual trim.” consultation table.
A graphic or visual that wraps the front of a caseline.
Table wraps are normally updated each season to
correspond to the merchandising program.

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of terms.

newness pedestal
A pedestal that focuses on a newness launch,
and holds an lnlt on the top and a lit or unlit
graphic wrapping the sides.

newness tower
A vertical shelving fixture that features and
focuses on a specific Clinique product range.
The Newness tower can be stand-alone or
built into a wall fixture.

treatment deck
A tiered unit with a pull out drawer which holds the
full assortment of Clinique skincare testers.

Clinique Brand Guidelines

Section 9

Contacts.
 Contacts.
65

Regional Design Teams

Please contact the Global team if you have questions
regarding the timelines

Brand Managers and Affiliate Teams

Please contact your Regional partners if you have
questions regarding the guidelines

Clinique Brand Guidelines

Clinique Brand Guidelines