The target market is women "between acne and wrinkles," a segment Jergens considered overlooked, said Lynne Veil, partner at Media That Works, Cincinnati, which handled media planning and buying for the Biore rollout.
"When we were designing the brand, we saw the group of 18-to-young-30s consumers, and there really isn't a brand for them," said Kenny Robinson, Biore's senior project manager.
The marketing strategy runs the gamut from ads to promotional events and product giveaways, and has both broad reach and a focused target. For example, Biore is on board as a sponsor of the Lilith Fair music festival, an all-women summer concert tour with 35 North American dates.
RADIO TO SUPPORT
Local radio buys are planned in conjunction with the tour. With the tour in Washington state July 5, a radio campaign hyping the product and the concert broke in the Seattle area last week.
Jergens is also planning a college tour for the fall, where Biore samples will be handed out to students on about 25 campuses. Separately, Biore will be a sponsor of the Mademoiselle college tour this fall.
"It's a little easier [to market Biore] because I know who the target audience is," Mr. Robinson said. "She's fairly well-defined. The events are almost no-brainers."
On the national advertising front, August and September ads will include samples of Pore Perfect cleansing strips and run in women's magazines, including Cosmopolitan, Self, Mademoiselle and Glamour. A national broadcast campaign including radio, network and cable buys is slated to begin Sept. 8. Deutsch, New York, handles creative.