Clinique reinvents Happy for the body mist generation. Will Gen Z take a whiff?

When skin-care brand Clinique launched Happy in 1997, the citrus-floral scent helped define ’90s minimalism with its clean, silver-capped bottle and cheery campaigns. And better yet for Clinique, the refreshing aroma managed to translate the famously fragrance-free beauty brand’s ethos into perfume.  

Now Clinique is hoping to reignite Happy with a new generation of fragrance consumers. On October 1, the Estée Lauder-owned beauty brand launched a body mist version of the ’90s scent to target Gen-Z fragrance buyers. A new campaign featuring Rosemary Clooney’s rendition of “Shine” recreates the nostalgic cheer of the original 1997 advert that used Judy Garland’s “Get Happy.”  

“The younger consumer is saying that they wear fragrance more frequently,” said Christie Sclater, svp of global product marketing, insights and analytics, and omnichannel education at Clinique. “We think it’s going to bring Happy to another generation who are wearing fragrance in this way and layering it.”

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