– Elaine Wong
Clearasil is dropping its humorous approach in ads, in favor of spots that espouse the “science” behind the skin care brand’s products.
A new campaign, called “The Science of Looking Awesome,” breaks today (Monday), and is part of a global effort by the Reckitt Benckiser-owned brand to pitch its products to a slightly older consumer group. Until now, Clearasil—best known for its acne-fighting properties—has been a favorite among teens. But according to Reckitt, 18- to 21-year-olds tend to use the products.
That’s why Reckitt decided to change the tone of its ads, said Sabrina Rodgers, Reckitt Benckier’s marketing director for personal care products. In a commercial that ran last year, titled “Lipstick,” a teenage boy asks a girl if he can “borrow her lipstick,” and kisses her on the lips. (Tagline: “May cause confidence.”) In contrast, the new spots, via Havas’ Euro RSCG in New York, show how Clearasil’s acne-fighting properties help clear up skin.
One spot, for instance, shows a young woman walking into a lab-like bathroom. “It’s 10 p.m. and Kate’s face is breaking out. So she uses new, Clearasil Overnight Lotion,” the voiceover says. The ad touts Clearasil’s latest product launch, which hit shelves in January. Print ads, likewise, build on various scientific claims. Both the print and TV ads use graphics, such as diagrams depicting chemical bonds. The campaign includes print buys in this month’s Glamour and Allure issues, as well as ads running in Fitness and Seventeen next month. Leer más “New Ads Explain the Science Behind Clearasil”