The .clinique Dot
Brand
The Estée
Lauder Companies Inc. is a major manufacturer of quality skin care,
makeup, fragrance and hair care products. These products are sold in
more than 150 countries, and in addition to Clinique, the group sells
under a variety of other famous brand names.
Estée
Lauder's application for the .clinique TLD continues the company's tradition
of brand and communications innovation. Clinique recognizes the phenomenal
possibilities surrounding the internet and intends to continue growing
its digital capabilities. It will continue "leveraging game-changing
technologies, such as mobile applications and social media platforms,
to allow our brands to connect with consumers in new and interactive
ways."
Estée
Lauder has enjoyed significant growth to its online channels where consumers
can research and purchase products. For example, visitor numbers to
various sites were: 2009 (41m visitors), 2010 (96.5m) and 2011 (125m).
The new
.clinique TLD will simplify navigation for visitors and streamline business
operations and services by creating a connected digital presence. The
new websites will be able to deliver new marketing & advertising
campaigns, create a personalized brand experience, build the company's
reputation and exemplify Estée Lauder's leadership in innovation.
The company believes "outreach and communication will be critical
to building trust and confidence in the legitimacy of the TLD."
Just
as there is an increased opportunity for brands to use the digital
world as a platform for building brand equity and awareness, there
is also a greater expectation from consumers for brands to communicate
with them transparently, authentically and in real time. In response
to these new conditions, we evolved our e-commerce strategy to encompass
e-commerce, m-commerce, digital marketing and social media as part
of a multidimensional, full-picture digital strategy.
The company
foresees great opportunity for innovation and growth.
This
new digital world of e-commerce, digital marketing and social networking
is becoming a key source of competitive advantage, fundamentally changing
how consumers perceive, select, try and purchase beauty products.
Since the
only registrant of .clinique domain names will be the company itself,
consumers will quickly understand the inherent trust in these brand
domains. The authority of .clinique sites will counter malicious online
conduct and the observation that "the proliferation of cybersquatting
and typo squatting has placed a great burden on consumers to carefully
tread online..."
The proposed
.clinique gTLD will enable customers and other business partners and
Internet users to distinguish on the face of the domain name alone
whether the site is an authorized company site because the gTLD will
be a restricted, exclusively-controlled online environment where only
authorized company web properties and e-mail will exist and operate
online.
Estée
Lauder is planning a communications campaign aimed at partners and internet
users to inform the market of the exclusive ownership of the TLD and
the anticipated benefits and uses.
Estée
Lauder anticipates conducting a multi-faceted outreach and communications
campaign. It is anticipated that such a campaign may involve all communication
channels, including but not limited to TV, mobile, print, social media,
direct mail, online advertising and marketing via our active websites
and other public relations activities.
 Geographic
Dot Brands
Clinique
will comply with the new TLD Registry Agreement regarding the reservation
of names with geographic or national significance. "We will ensure
appropriate procedures to allow governments, public authorities or IGO’s
to challenge abuses of names with national or geographic significance
at the second level." The Applicant may seek the appropriate agreements
from various governments to be able to use geographic names (such as
China.clinique) in the future.
Possible .clinique
Brand Domains
Beauty.clinique
Cosmetics.clinique
Moisturiser.clinique
SkinCare.clinique
Eyes.clinique
Aramis.clinique
LabSeries.clinique
Paris.clinique
NewYork.clinique
Notes
Brand
names mentioned on this site are registered trademarks or trademarks
of their respective corporations. This site claims no association
with or endorsement by any of these corporations and their marks are
mentioned only to illustrate opinion presented in the public interest.
All quotations
on this page are from the respective companies' official ICANN brand
TLD applications unless otherwise stated.
Many possible
theoretical dot brands are mentioned (in English). There are also countless
possibilities in other languages. This has significant potential value
for international navigation.
This site
is focused on reporting the strategic impact of the brand domains on
internet communication, competition and commerce, and some comment is
speculative.
It is not
a comprehensive overview of what some of the world's largest corporations
have chosen to reveal about their plans for the implementation of their
proprietary domain strings.
ICANN is
particularly concerned with the technical, financial, security and legal
issues associated with the new TLDs. These issues are beyond the scope
of this website.
For a comprehensive
overview of the brand domains and their impact on the web, refer to
ICANN's website and the individual applications (large parts of which
are publicly published).
If you
have a particular interest in an individual company, the public aspects
of their applications are available for download via these ICANN links:
You can also search a complete list of applicants there.
ICANN
new gTLD applications
ICANN
official website
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