Clean & Clear is getting “soft” this fall, as the skin care brand offers younger consumers a new face care line designed to soften, purify and protect skin while also providing preventative benefits.
With a heritage in basic cleansing and acne care, the Johnson & Johnson-owned brand found that teens are more sophisticated and involved in their daily skin care regimen than ever. Erin McDonnell, product director of Clean & Clear Soft, added that this was the biggest launch for the brand since joining J&J in 1991.
“Teens are looking for more than just addressing problem-solution areas, and we found that a percentage of them are looking for products that prevent signs of aging,” said McDonnell. “We wanted something that promoted a healthy skin routine that was easy to use, and this is our first line designed to keep young skin looking young.”
According to McDonnell, research shows that younger women who were unable to find an age-appropriate moisturizer would often turn to their mothers’ products. But those moisturizers’ oil and harsh antiaging ingredients weren’t suitable for younger skin.
Launching in March at major food, drug and mass retailers, the Clean & Clear Soft collection includes a day moisturizer with SPF 15, night moisturizer, purifying cleanser and in-shower facial. Each product features a proprietary moisturizing complex designed for teen skin, which softens the skin by replenishing lost moisture. The formula also contains natural fruit acids that exfoliate dead skin cells and prevent clogged pores, along with white tea, which acts as an antioxidant that protects against environmental stresses and pollution. The new items will target consumers between the ages of 12 and 24. Products will retail from $6.99 for the purifying cleanser and in-shower facial to $8.49 for the day and night moisturizers.
The Clean & Clear Soft launch will be supported by an extensive print, television and online advertising campaign. Television ads will break in February with print ads to follow in March.
This story first appeared in the October 26, 2007 issue of WWD. Subscribe Today.