Clinique is reducing the number of its lipstick product lines to five down from seven.

‘We were finding the differences between seven different formulations were becoming very subtle,’ says Kirsten Janeteas, senior marketing manager at Clinique.

‘By honing in on five, it gives each one a specific niche,’ Janeteas says.

In a related move, Clinique has removed its formulation-specific tester units from in-store makeup counters in favor of single units that span all the 84 colors of its different formulation lines. AB