L’Oréal teen skincare range to rival Clearasil

L’Oréal Paris is launching a rival to Clearasil. Dermo-Expertise Pure Zone is aimed at teenagers with problem skin.

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.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here