After reading your article “Crookes spends &£5m on Clearasil ‘Daily’ relaunch” (MW last week), I would like to confirm that we will still be building on Clearasil’s position as the best-known medicated skincare brand. We will not be repositioning Clearasil as an everyday skincare range.
Instead, the relaunch is designed to contemporise the brand and attract a wider target audience. Our core range, which helps to clear and prevent spots, will now clearly state that it can be used on a daily basis – this is often overlooked by consumers, and we felt that this needed to be communicated more clearly.
Our customers’ needs are constantly changing – which is why we are launching two new efficacious ranges that push forward the trend for “natural ingredients”. Blackhead Control with Natural Sea Salt and Daily Oil Control with Green Tea and Peppermint will give consumers more choice when choosing products to address their differing skincare needs and lifestyles.
Clearasil’s heartland will always remain within the medicated skincare market. However we will continue to innovate to ensure that we hold onto our position as the UK’s best known medicated skincare brand.
Senior brand manager