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Tuesday October 8, 2013 MYT 5:00:00 PM
Tuesday October 8, 2013 MYT 5:47:49 PM
by sandra low
An American skincare brand breaks new ground as it’s the first in the prestige skincare industry in Malaysia to launch an e-commerce site.
MARKETED under the Estee Lauder Companies (ELC), Clinique – known for its trademark white lab coat worn by its sales advisers and its three-step skincare – officially launched its e-commerce website in Kuala Lumpur for Malaysian customers.
If you live in an area in Malaysia where Clinique is not available and don’t have the time to shop for your favourite brand, just click on Clinique’s e-commerce website (www.clinique.com.my) from the comfort of your home and start shopping.
According to Paul Slavin, managing director of the Estee Lauder Companies Malaysia, Clinique was the first brand to launch e-commerce in the United States in 1988, and today, the brand has 21 e-commerce websites and 20 marketing websites.
“In Asia, e-commerce for Clinique has been launched in five countries – Australia, China, Japan, Korea, Thailand, and now, Malaysia,” Slavin said during the launch last week.
“We are always trying to see what consumers want and are driven by the desire to understand what consumers need. We address that need as best as we can, so we are proud that Clinique is the first prestige skincare brand in Malaysia to embark on e-commerce.”
Slavin added that Clinique is the first brand under the Estee Lauder Companies to launch an e-commerce site, and after Chinese New Year next January, it will be followed by M.A.C, Estee Lauder and other brands under the ELC.
The e-commerce site was launched because “consumer habits have changed over the years, and they’re much more informed and savvy, especially in South-East Asia.
“Clinique in Malaysia has 200,000 Facebook followers, which is even more than Britain and it reflects how discerning Malaysian consumers are. Malaysia is one of the top five countries in the world for Facebook activities and top five for social media in general,” Slavin pointed out.
“We recognise that Malaysian consumers are trending towards demanding information and products online, and that’s why we are doing this (e-commerce).”
Out of a population of 29 million, 18 million were recorded as Internet users in 2012, making up 61% of the population.
According to the brand, 45% of the world’s Internet users reside in Asia and 64% have purchased a product online, proving the growing demand for online shopping and leading Clinique to push ahead with its e-commerce site.
Known for being dermatologist-developed, allergy tested and 100% fragrance free, Clinique – which advocates skincare customisation – believes that great skin can be created even if you are not close to a Clinique counter.
The Clinique e-commerce site offers an interactive lifestyle format whereby one will enjoy editorial contents, videos and skincare advice for both men and women.
The website includes an easy-to-manoeuvre navigational panel organised by product categories such as skincare and make-up; custom-fit skincare diagnostic which brings easy Clinique consultation from the counter to the Internet, and personalised information under My Clinique, where a host of personalised information is culled and saved for the consumer to access anytime.
The brand has partnered with DKSH Distribution Centre, one of the most extensive delivery operations in Malaysia to ensure products arrive in good condition.
Slavin stressed that “while one can get Clinique products in other sites, we don’t guarantee the authenticity of those products as it doesn’t come from us and we cannot tell you about storage or transportation conditions.”
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Lifestyle, Women, Paul Slavin, Clinique, e-commerce
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