SB in 3.5m blitz for youth skincare line

SmithKline Beecham Consumer Healthcare is to launch a new skincare range, called Oxygen, with a 3.5m TV and press advertising campaign through Grey Advertising.

The company, which makes an acne cream for teenagers under the brand name Oxy, hopes to keep youngsters loyal as they move into their 20s and past the spot-treatment stage with its new skincare range.

The Oxygen range comprises a deep cleanser, skin refresher, facial gel wash and two-in-one exfoliate and cleanse pads, priced at 3.99. The product claims to “unblock pores” and “lets the skin breathe”.

While the Oxy products target 12- to 17-years-olds, Oxygen will be aimed at 16- to 22-year-old consumers. They play down the medicated aspect of Oxy with more sophisticated white and silver packaging.

Grey Advertising is putting the finishing touches to a 3m TV campaign which breaks on January 1. A 500,000 press campaign will run in the youth style press.

SB Consumer Healthcare products include the Aquafresh, Mac-leans, Fenjal, Horlicks and Rib ena brands. Procter & Gamble owns the rival teen skincare range Clearasil.

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