It started in 1968 with a three-step skin care system that created a facial movement: cleanse, exfoliate, moisturize. It became a beauty mantra, not to mention helped launch the success of a then unknown brand, Clinique. Fast-forward 40-plus years and Clinique, which was collaborated on by dermatologist Dr. Norman Orentreich, Vogue’s former beauty editor Carol Phillips and members of the Estée Lauder family, is adding another component to its cleansing portfolio.

“Clinique has always done skincare products…this is their first device,” said Dr. Orentreich’s son, David, Clinique’s guiding dermatologist. “As good as cleansers are, and there are many different kinds of cleansers for many different kinds of skin, you can enhance their authenticity and remove more dirt, thus improving the skin by using this brush.”

The waterproof product took almost four years from inception to completion. Modern and contemporary, the lightweight, deep-cleaning system has 35,000 tufted, rounded bristles, each containing a silver thread that give an anti-microbial component and offers 10,000 sonic movements per second. Unlike competitors, Clinique’s version vibrates in a wave-like motion rather than oscillates, “meaning it’s less harsh and doesn’t scrape across the skin,” added David. “It’s a very effective device to assist cleansing.”

The oval-shaped, lightly angled brush head offers dual benefits.The green part is targeted for cleaning and hard-to-reach areas or those which clog more easily – think t-zone, and it has firmer, shorter bristles. The white area’s bristles are softer and are used on more sensitive parts, like your cheeks.

“In designing and developing this brush, we truly took the time to understand the consumer’s needs, and their pain points with the current cleansing devices available,” said Janet Pardo, Senior Vice President, Global Product Development, for Clinique. “The result is more than just a brush. The Clinique difference is that our system was designed to work in partnership with Clinique’s custom-fit 3 Step Skin Care System.”

As one would expect, Clinique’s social media campaign will coincide with the online launch of the product, June 30, and will include Facebook, Twitter, Instagram and YouTube. Their online and mobile sites will feature videos about the product with national print ads and digital media advertising to follow.

More products and devices are sure to appear as well.Expect to see a foaming cleanser formulated to work superficially with the device this fall. The Sonic System sells for $89.50. Replacement brushes, which last for three months, are $26. Both will be available in department stores mid-August.