Clinique Dramatically Different Moisturising Lotion +
We’ve come over all nostalgic at Beauty Bible, thinking of the first moment we discovered Clinique’s iconic sunshine yellow moisturiser, Dramatically Different Moisturising Lotion. DDML, as it’s affectionately known in the trade, was first launched an unbelievable 45 years ago. Clinique’s founding dermatologist Dr. Norman Orentreich used to make up potions and lotions for his patients. It was in response to their clamour that Clinique, who developed the brand with Dr. Orentreich, took up his formula and turned it into this classic.
Sarah remembers buying it 40 years ago, when she lived with a rock band and cooked for her living. ‘It was my first big grown-up skincare purchase and the cost would have been significant, but I loved the packaging, the promise and the product.’ Jo, ditto: she was a young teenager when she first bought this (and bought into the rest of Cinique's 'Three-Step' philoosphy, actually).
Now, 45 years on, DDML has been relaunched with new moisturising ingredients (hyaluronic acid - we LOVE that! - plus glycerine and urea) and a 'Barrier Strengthening Complex', which is a blend of sunflower seed cake, barley extract and cucumber extract. It took six and a half years, 53 researchers, 100 formula trials - and 1600 women testers of different ethnicities who finally approved the new DDML+.
It’s still recognisably the same product, silky, easily absorbed and the signature pale yellow. And you can find Dramatically Different Moisturising Lotion + at a Clinique counter near you, from today.
Meanwhile, we're looking forward to its 90th.
UK readers find Clinique Dramatically Different Moisturising Lotion + at www.clinique.co.uk/£17 for 50 ml