Based on a three-step daily regimen, Clinique products emphasize cleansing, exfoliating and moisturizing. The purpose is clear: to provide a thorough skin care treatment, not merely a cosmetic solution. Each product is designed to treat a specific skin type (dry, combination dry, combination oily and oily), and provide daily replenishment. So how does the online face of Clinique look?

Addressing customer needs in numerous market regions, Clinique gives visitors the option of choosing from a slate of sites, arranged geographically. The US site is particularly impressive. Well organized, it showcases the Clinique brand with finesse, not flash. The American homepage favors the firm’s signature mint green color, with the top and bottom navigation bars neatly laid out, making menu selection simple. The product lines are displayed on the homepage, and a pull-down menu allows users to scroll through various product categories (skin care, make-up, fragrances, etc.) with ease.

Navigating the site, in fact, couldn’t be more straightforward. Clicking on a product category leads one to specific items available in that segment. The make-up section, for example, showcases concealers, powders, and foundation. Each product is accompanied with a short note on how to apply it, plus a “works well with” option that displays complementary cosmetics.

The Clinique site is also noteworthy for its well-developed e-shop function. Prices are shown alongside the product description, so it’s easy to place an item in the “shopping bag.” Even the Bestsellers list and What’s New section allow users to directly purchase products.

Perhaps the most helpful section on the site is My Skin Report, which helps users understand skin types. After answering a few questions, customers are given Clinique product recommendations for skin care. It’s an informative feature that helps personalize the web experience.

Club Clinique encourages customers to sign up as a member and qualify for rewards, including free product samples and expert tips. Drawing on repeat visits, this feature helps Clinique understand customer needs and build a membership database for future promotions.

What’s missing from this otherwise well-balanced site? A section offering advice on related topics—lifestyle and diet, for example—would be a big plus. Pertinent articles on skin care and make-up, as well as more information on how Clinique products are developed, would also be welcome. Both additions would benefit customers while underscoring brand trust.

Still, the positives easily outweigh the negatives. If there’s a subtly effective way of selling cosmetics in a high glam marketplace, Clinique masters it—in stores and online.