Cosmetics company Clinique is looking to grab a bigger slice of the
male grooming market with the launch of the Happy for Men brand, a male
version of its bestselling female fragrance, Happy.
The October launch represents Clinique’s first ’master brand’ - a brand
designed to appeal to both sexes.
It intends to capitalise on the success of Happy, which has become one
of the top ten fragrances sold in department stores, just two years
after it was launched.
Clinique, which is owned by Estee Lauder, is one of three key partners,
along with Gillette and Aramis, supporting the launch of Boots’ new male
It is also one of the few cosmetics brands to offer a male skincare
range, Skin Supplies for Men.
It will support the new citrus-scented fragrance from November with a
television and print campaign portraying a ’kitschy Americana’.
The television campaign, which uses Jimmy Durante’s song Make Someone
Happy, will mark only the second time Clinique has advertised on
television in the UK.
The ads, created in-house in New York, are likely to run initially in
one TV region. Media buying is through CDP.