As the Global President of Clinique, Michelle Freyre is in the business of empowering women. Here, Michelle shares her belief in the power of education, consumer engagement and the evolution of one’s identity. She also shares the story about Black Honey, the Clinique lipstick line from 1971 which soared back into popularity thanks to TikTok, and has since been expanded.
Skincare solutions for the social media generation
Under Michelle’s leadership, Clinique and Origins at the Estee Lauder Companies have undergone significant modernisation to meet the challenges of the digital age and changing consumer expectations.
“Since joining Clinique, we have been on an incredible journey to modernise and evolve the brand, ensuring it remains relevant to today’s consumers. While staying true to our dermatological heritage and brand DNA,” says Michelle. “Clinique has achieved this by reinforcing its authentic dermatologist brand positioning, engaging with consumers and the dermatological community in various impactful ways.”
Clinique has deepened its ties with the medical community by participating in global and regional dermatology conferences. Michelle highlights their presence at prestigious events such as the American Academy of Dermatology and the World Congress of Dermatology. Leveraging these platforms to share dermatological insights and advancements directly with consumers via social media channels like Instagram, TikTok, and LinkedIn.
“Gen Z, in particular, now turns to TikTok creators for product education, where misinformation can be prevalent,” notes Michelle. “Given Clinique’s long-standing commitment to education since our founding, we introduced the Clinique Dermatologist Creator Council in North America. The collective was developed under Clinique’s simple and longstanding premise that great skin can be created. This Council, comprised of dermatologists active on social media, are creating “edutaining” content around skin concerns, answering questions and correcting misinformation as well as providing consultancy on relevant dermatological content for Clinique channels.”
Online and in store experiences
The advent of social media has transformed how brands engage with consumers, particularly younger generations. Clinique has embraced this shift by personalising its approach across digital and in-store experiences.
“I am amazed by how educated and savvy consumers have become over the past 20 years,” Michelle observes. “They are well-informed about ingredients and know exactly what they want.” Clinique responded to this demand by revitalising timeless products like the Almost Lipstick in Black Honey, which became a viral sensation on TikTok despite its original launch in 1971. This success led to new additions to the Black Honey line. Catering to contemporary consumer preferences while staying true to Clinique’s dermatologist-guided, allergy-tested, and fragrance-free principles.
Furthermore, Clinique continues to innovate with tools like Clinical Reality 9.0. which offers personalised skincare recommendations based on comprehensive skin analysis. This tool, along with initiatives like Skin School, enables consumers to receive virtual clinical consultations, enhancing their understanding of skincare needs and solutions.
Lipstick, leadership and female-founded legacies
Beyond skin care innovation, Michelle is committed to fostering leadership and empowerment, particularly among women within the Estee Lauder Companies.
I’ve been fortunate to have great mentors in my career,” Michelle shares. “And I want to provide the same support to others, particularly young or future talent.”
She cites Estee Lauder’s Open Doors Women’s Leadership Programme, which focuses on developing high-potential women at mid-career stages, as one such initiative committed to fostering women’s career growth through various initiatives. And, providing them with critical skills and fostering a supportive community through coaching and networking opportunities. This example reflects Estee Lauder’s commitment to diversity, inclusion, and equitable opportunities, building on its legacy as a female-founded company.
Sustainability and social responsibility
Michelle emphasises Clinique’s dedication to sustainability and social responsibility as core pillars of its mission.
“In 2020, we took our first steps towards more sustainable packaging with Clinique’s All About Clean cleansers. These products are now in bottles that contain a percentage of plant-derived plastic and/or post-consumer recycled (PCR) material, reducing our use of fossil-fuelled plastic on a per-product basis. Michelle highlights. “Our goal by 2025 is for 100% of secondary packaging to be Forest Stewardship Council certified. And, for 75% of packaging to be recyclable, refillable, reusable, recycled, or recoverable.”
This forward-thinking approach aligns with consumer expectations for brands to demonstrate ethical practices and environmental stewardship. Further cementing Clinique’s reputation as a leader in responsible skincare.
When asked to share a single message designed to inspire women globally to step up and shine, Michelle’s response is as simple as Clinique’s classic three-step skin care routine.
“It would be from Eleanor Roosevelt, she reflects. ‘”Do one thing every day that scares you. Embrace growth, take risks, and stay true to yourself.”
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