NEW PRODUCTS TO BATTLE BIORE IN ACNE CARE: LAUDER, P&G, J&J BRANDS GO AFTER OPENING IN 'GENERAL' MARKET

By Published on .

Skincare marketers are feverishly carving out a new niche for those consumers between teen acne and wrinkles.

Several key brands will see line extensions this summer, with products aimed at young and older adults who have acne problems or want to prevent the occasional breakout.

Estee Lauder Cos.' Clinique will introduce Acne Solutions, a prestige line of cleansers and treatment gels to be available in department stores, while Johnson & Johnson's Neutrogena and Procter & Gamble Co.'s Clearasil will get new mass-market products.

FOLLOW BIORE'S SUCCESS

The new lines follow the success of Andrew Jergens Co., which opened a new category in the $625 million U.S. skin-cleansing market with its 1997 introduction of the Biore line and its blackhead-removing strips.

Biore also will be expanded with a new self-heating, moisturizing mask and pore cleanser, coming in September, and backed by advertising from Deutsch, New York.

Before Biore, acne-fighting solutions were remedial medicines, not beauty products that people would use openly, noted Suzanne Grayson, president of consultancy Grayson Associates.

"All those acne [remedial] products had been around for donkey's years, but it was Biore that opened the door on the general acne products," she said.

P&G's new line, called Clearasil StayClear, went into national distribution this month, and will be backed by an ad campaign from Grey Advertising, New York, breaking in July.

The StayClear line includes a cleanser, astringent, cleansing pads and a Zone Control Clearstick treatment.

EXPANDING FRANCHISE

Although still aimed at teens, it's also meant to extend the Clearasil franchise beyond treatment products and into a regime for everyday skincare, said Brad Frank, brand manager for Clearasil.

"This will not only grow Clearasil, but it will grow the market," he said.

The new print and TV effort is tagged, "The only good pimple is the one you never get."

Mr. Frank said the new campaign will be roughly triple the $7.7 million Competitive Media Reporting reported was spent on Clearasil in 1998.

This is the first Clearasil work from Grey, which was awarded the global account in April. Clearasil had been without an agency since P&G split with Euro RSCG Tatham, Chicago, as part of a global reshuffling in January.

J&J will launch its new Neutrogena Pore Refining line in August. The line includes a facial cleanser, toner and moisturizing cream with alpha-hydroxy acids and retinol, designed to reduce the appearance of pores.

The introduction will be backed by a print and TV campaign from Carlson & Partners, New York. Spending wasn't disclosed, but Neutrogena received $73 million in measured media in 1998, according to CMR, with $23 million of that backing facial cleansers and acne products.

The Clinique line will arrive in stores in September, backed by print ads breaking in October magazines. Lauder didn't disclose spending, but Clinique received $23 million in 1998, according to CMR.

Clinique creative is handled in-house, with media buying via Bates Manhattan, New York.

FIRST EXTENSION

The new products are the first extension of Clinique's original Three-Step Process, the cornerstone of the brand since the company was founded in 1968.

The company said the introduction will include an effort to reach professionals, with "Dear Doctor" cards (available at store counters) listing the products and their ingredients.

Customers will be encouraged to take one to their dermatologist so the doctor can gauge which products, if any, are best suited for the client's skin.

These products follow Pond's Clear Solutions, a line of skin cleansers, moisturizers and toners that debuted in February from Unilever's Chesebrough-Pond's unit.

Aimed at 18-to-34-year-old women, Clear Solutions is being backed with a $20 million ad campaign from Ogilvy & Mather, New York.

P&G also has launched Noxzema Skin Fitness with a multimedia ad campaign from

In this article:
Most Popular