Crookes Healthcare is ploughing &£5m into the repositioning of its Clearasil brand as an everyday skincare range rather than a medicated brand.
The packaging and logo have been redesigned using softer tones in an attempt to give the brand a less clinical feel. Crookes has also renamed some ranges to include the word “daily” to encourage more frequent use.
The core range will become Clearasil Daily Spot control and Clearasil Daily Deep Cleanse, while two new ranges – Daily Oil Control and Daily Blackhead Control – will be added.
Clearasil Ultra will remain as the “crisis” range, designed to combat major outbreaks of acne in three days, and each range will be colour-coded to improve shelf standout.
Lucy Cousens, senior brand manager at Clearasil, says that the repositioning aims to make the brand more up-to-date and raise awareness that the product is gentle enough for daily use.
She says: “I think it has suffered a bit from the perception that it is too strong for regular use, when actually it is a very caring brand.”
Cousens adds that it is hoped the relaunch will extend Clearasil’s reach to young adults in their 20s who might not suffer from acne but still have blemish-prone skin.
The blackhead range is expected to feature in a major television and press campaign from Clearasil agency McCann Erickson, due to break in the coming months.