Clearasil is a skincare brand that was founded in the 1950s and has changed ownership several times. It is currently owned by Reckitt Benckiser and focuses on acne treatment products. Over the decades, Clearasil has expanded its product line and refined its packaging and branding to target both teenage and young adult consumers. It aims to become the number three skincare brand for young people in the United States by overtaking Clean & Clear in the next five years.
2. In 2006,
Skincare brand Clearasil
Parent company Boots
Healthcare International (BHI)
Currently,
Purchased by Reckitt Benckiser, Inc.
(British multinational consumer
goods company headquartered
in Slough, England. It is a producer of
health, hygiene and home products)
#4 Young Skin Care (YSC) brand in the U.S.
The management team is improving its performance, trying to achieve by
overtaking Clean & Clear in the next five years
#3
I N T R O D U C T I O N
3. P R O D U C T P O RT F O L I O , TA R G E T C O N S U M E R S & P O S I T I O N I N G
E V O L U T I O N
4. 1950
• U.S. marketer Ivan: developed an acne cream after talking
to teenagers & pharmacists which worked
1959
• First product – a bar soap & medicated ointment in a
tube
1961
• New medicated washes were added to the line.
1985
• Proctor & Gamble acquired Clearasil = $1.24 billion
1990
• P & G introduced a new range of acne prevention
products - face wash, medicated moisturizer & handy pen
to grow the brand
1991
• Clearasil sales declined due to flattened market & Entry of
Neutrogena, (new mega brand) into the YSC category
2000
• BHI acquired Clearasil for approximately $340 million.
Tag line:
Every
teenager's
dream of
having
clear skin
Under this
tenure,
Clearasil
sustained
its position
as #1
brand in
acne
treatment
&
expanded
the brand
in over 70
countries.
5. 2002
• BHI introduced 12 new products (spent £50M) Target
customers were Teens.
2003
• Clearasil aimed at 18-24 year-old females for clear skin &
tackle skincare problems on a daily basis- Foaming
Cleansing Cloths & Mattifying Moisturizer
Teenage
boy falling
off his
skateboard
in front of a
group of
teenage
girls.
Tag line:
"Clearasil
can't help
you with
some
embarrass-
ments, but
it can help
tackle the
three main
causes of
spots.”
R e f i n e d p a c k a g i n g
Arc line
LOGO = CLEARSIL
TYPE / PROBLEM
2004
• Clearasil introduced the Ultra platform. Promising clearer
skin in 3 days with a money back guaranteed if not
satisfied. Now target customer =Men. Products like body
wash, an energizing face wash, a shave gel & shave balm.
6. 2005
• Poor sales performance. To overcome, they introduced new products =
Clearasil Daily Oil Control (OC) with green tea and peppermint.
2006
• Clearasil Daily Blackhead Control (BHC) with natural sea salt, were
launched.
C o l o u r s c h e m e s
Oil Control (2005)
Blackhead control (2006)
= blue & purple= green
to attract more
females
BHI was purchased by Reckitt Benckiser & now Clearasil is a part of the RB
portfolio.
7. 2007
• RB updated Clearasil’s look, feel & name. New products launched -
Clearasil Deep Cleansing Scrub, and Ultra Acne System Solutions & Ultra
Acne Clearing Gel Wash.
L o o k , F e e l & N a m e
more prominent blue
Daily Facial Scrub Deep Cleansing Scrub
Tag line: “Clearer Skin, All Day, Every
Day,” were intended to connect with
consumers seeking a product to maintain
healthy looking skin & prevent breakouts.
2008
• Due to poor sales performance - Clearasil Blackhead Control & Oil Control
were discontinued.
9. MARKETING COMMUNICATION
• In 1957, Clearasil made advertising as: second brand to sponsor the popular
teenage dance and music TV show American Bandstand with the “Jet-a-way
Sweepstakes,”
• In 2004 the executives at BHI realized that more than half of teens spent a
considerable amount of time online, so they launched an online snowboard
simulation game that used geo-targeting and content management tools that
allowed players to see a specific version of the game based on their location.
• In 2005 - 2007, the core brand message “Clearasil gives clear skin for the important
moments in life” focused more on everyday scenarios.
10. • “May Cause Confidence” Campaign continued in 2008 with two spots supporting the
launch of new Stay Clear products.
The marketing support behind the this campaign consists of TV, brand website and
market entry sampling.
11. KEY CONSUMER NEEDS BY AGE
Treatment vs. Prevention
• Market segmentation:- 50% of market = BOTH treat and prevent skin conditions
Consumers Psychographic Segments
• 2 psychographic segments –
Higher anxiety consumers = they want to get rid of it as fast as they can
Lower anxiety consumers = believe daily skin maintenance
SATISFIED CUSTOMERS UNSATISFIED CUSTOMERS
13. The YSC market is expected to become more competitive with expansive new
business models, new segment entries and various brands :
Proactiv :-
Target Customer = 16-35 year old males and 14-40 year old females.
Neutrogena :-
Target Customer = only females.
Clean & Clear :-
Target Customer = younger females aged 12-24.
Clearasil :-
Emphasis has changed over the years. It started out with
Target Customer =
• Teen-aged 11-17
• Young adults aged 18-24
• Its sales equally from male & female consumers
14. THE YOUNG SKIN CARE MARKET
Washes
42%
Scrubs
23%
Treatments
15%
Pads
/Wipes
10%
Kits
10%
Clearsil
8%
Neutrogena
22%
Proactiv
22%
Clean &
clear
16%
Biore
4%
Acne free
4%
Noxzema
3%
Oxy
3%
Stridex
2%
Others
16%
The total U.S. YSC
market in 2008 is
estimated at $1.13
billion (estimate based
on Nielsen scanning
and panel data) in retail
sales
