Cult products are products that have marked the history of a product category or a brand, or that have installed new concepts or new gestures of use in the long term. It is normal to do them justice by trying to tell their story. Today DDML from Clinique.
DDML stands for Dramatically Different Moisturizing Lotion. It is a product offered by the Clinique brand. Launched in 1968, it continues its saga, certainly after a phase of reformulation, but still.
Clinique is an American laboratory specializing in cosmetic products. It is part of the Estée Lauder group Inc. Created in 1968 following an article written jointly in 1967 by a beauty journalist Carol Phillips, and an American dermatologist, Norman Orentreich, this brand will quickly settle down as a reference brand, all first in the United States, then in the rest of the world.
The brand basic concept was to obtain “beautiful skin” by 3 basic actions: Cleanse, Exfoliate, Moisture. This proposal was also formulated by a dermatologist, which made it an original approach at that time. Among the products that will be offered, a somewhat special product will settle as a best seller for the following decades. It is the hydrating lotion of the triptych presented as a new type. Until this period, moisturizers were most often produced on the idea of “occlusive” creams which, by the presence of a relatively substantial amount of fatty substances, formed a slight occlusion making it possible to regulate the passage of water to the through Stratum cornea. What we now call the barrier effect or TEWL. People began to shyly talk about other modes of action such as natural hydration factors (NMF), and / or the use of water-soluble substances to allow skin hydration
What made this product remarkable: if the products of the time were often “fatty” products, this product appeared as an emulsion with a continuous aqueous phase (O / W), light because containing little fatty substance, a simple formulation and common ingredients. It was not really the first time that a moisturizing lotion was offered on a formulation of this type, the brand Helena Rubinstein for example proposed a product on this type of formula with Skin Dew. However, the presentation of this type of product in a range claiming to be from dermatological research was a first.
It is also said that the yellow product, intrigued by its color, and that the dermatologist proposed to use it which created the surprise. It was enough to present this product as a novelty. Anyway, the product will quickly install as a reference product in this category, to the point that the brand will claim the sale of a product every five seconds! If it is not a very technically elaborate product, the mix product i.e. formula, concept, performance will make it a success.
The product will be reformulated in 2013. It will take the name of Dramatically Different Moisturizing Lotion +.