Crookes spends £5m on Clearasil ‘Daily’ relaunch

Crookes Healthcare is ploughing £5m into the repositioning of its Clearasil brand as an everyday skincare range rather than a medicated brand.

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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