L’Oréal Paris is launching a rival to Clearasil. Dermo-Expertise Pure Zone is aimed at teenagers with problem skin.
The launch is expected to be supported by a multi-million pound advertising and marketing programme.
Publicis, one of L’Oréal’s roster agencies, will handle the advertising.
The Pure Zone range will comprise five products, including cleansers, astringents, moisturisers, exfoliating gel and cleansing wipes. The range claims to use a natural marine extract called sebo-calmyl and salicylic acid to help regulate sebum production and eliminate dead skin cells.
The five products are priced between &£4.99 and &£5.99.
Rival Clearasil, meanwhile is attempting to get rid of its acne image with the launch of a new range called Total Control, aimed for the first time at consumers in their mid-twenties (MW February 6). The brand is owned by Boots Healthcare International, which acquired Clearasil from Procter & Gamble in 2001 in a cash deal worth &£233m.
Pure Zone is already available in the US. The cosmetics company has also launched a Pure Zone website to support the new product range.
A spokeswoman for L’Oréal Paris says: “Dermo-Expertise Pure Zone is aimed at young women and the products are formulated to control blemishes and keep skin clear and well hydrated.”