Thursday, August 21, 2008

Clean & Clear : Clean Clear and Confident

Brand : Clean & Clear
Company : Johnson & Johnson Consumer products
Agency : DDB Mudra

Brand Analysis Count : 344


Clean & Clear is the skin care brand from the house of Johnson & Johnson. The brand was relaunched last month marking the foray of J & J into the highly competitive skin care market in India. Clean & Clear is a global brand of J &J with a presence in over 41 countries.

The brand was initially launched by Revlon in 1957. The name was chosen because the products had no fragrance and dyes and left no residue after rinsing ( source : wikipedia). In 1991 Revlon sold Clean & Clear to J & J.
J&J repositioned the brand focusing more on acne control.

The brand was existing in India long back ( I don't have the launch date). But the brand was languishing because of the lack of support from the company. Infact I have never seen this brand before.

The company has rejuvenated the brand and ads are now running in many TV channels.
Clean & Clear is targeting the teens. The brand has launched a series of products like cleansers, oil and acne control creams. etc .The brand is using the cleansers as the flagship product to attract the consumers. ( source : campaign India)

Clean & Clear is being positioned as a Teen Skincare expert . The campaigns are more functional oriented and the endorsement by Johnson & Johnson further strengthens the brand positioning.

The brand has the tagline " Clean Clear and Confident " which I feel has potential and flexibility for creatives to work on. Infact confidence is a virtue that will attract the attention of Teens. Teenagers has a view of themself as adults. So confidence can be a platform to attract these young minds into this brand. I remember the ad that enabled Lifebuoy 's repositioning where the young girl says " I don't care " ( about my skin ) which is a show of confidence.

Indian skin care market is huge and lucrative. Its estimated that the market is worth around Rs 2000 crore. But the market is crowded with local and global brands. So its not easy for Clean & Clear to break into this market.

What Johnson & Johnson has is the enormous brand equity it has in the Indian market. I would say that the company has not quite leveraged the brand equity to other products. It had earlier burnt its fingers with the brand Savlon which may have prompted the company to focus on the babycare and female hygiene products.

With regard to the Clean & Clear, the brand should associate itself with the core brand values of the parent brand. But have to be careful about not being perceived as a baby's product.

When I visited a supermarket, I found Clean & Clear bottle along with other J & J baby products and not in the personal care section of the supermarket. I think its suicidal for the brand to be kept alongside baby products. In this era of competition there is no space for such mistakes. I had to spent considerable time checking whether the cleanser is for baby or for grown ups . What ever promotion is done, all of which will be useless if the product is not placed properly in the retail outlets.

Marketing to youngsters is a different ballgame. The trick is to induce the trial first. Compared to the Point of Purchase displays of brands like Ponds and Lakme, Clean & Clear is almost invisible in supermarkets. In this market half-hearted efforts will accelerate failures.

J&J has the money , distribution and brand power to make it big in the skin care segment. The brand has done right in identifying teens as the target segment. But its marketing effort is not aggressive enough to push it through the clutter.