Clearasil® Introduces “Rock Your Skin” Summer Campaign

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Brand taps Facebook and Lollapalooza Music Festival with Fresh Marketing Approach

Clearasil®, a leading brand of skin care products that range from acne/blemish prevention to skin care maintenance and spot treatment, launches their new summer-long campaign “Rock Your Skin”. This initiative marks a new brand approach, targeting their young-adult consumer where they live and play via online and integrated experiences and leveraging the “summer break” and “back to school” season as an opening for impactful and exciting consumer communication.

“We will always be a brand that has skin care answers,” says Kevin Harshaw, marketing director of Personal Care at Clearasil parent company Reckitt Benckiser. “But it’s time to participate in more conversations and expand the brand experience. We know that music and Facebook play important roles in the lives of many of our young adult consumers, so it makes sense to start there.”

“Rock Your Skin” kicks off with an eponymous Facebook application housed on the Clearasil brand page. The application features a sweepstakes that will send two lucky “fans” of the Clearasil page to an all-expenses paid trip to the Hard Rock Hotel in Chicago with free 3-day passes to Lollapalooza Music Festival, August 5th to 7th. Five runner ups will receive a prize pack of assorted products. The sweepstakes, which is accessible through the official brand Facebook page, http://www.Facebook.com/ClearasilUS, will take place from June 22, 2011 to July 22, 2011.

While in Chicago, contest winners will be able to join celebrities, music industry VIP’s and media at the first-ever Clearasil “Rock Your Skin: Vibe + Revive Lounge”, housed within Chicago’s Hard Rock Hotel. The Lounge will function as a retreat from the festival grounds where influencers can enjoy Clearasil Rock Your Skin Mini Facials; receive Rockin’ Chair Massages; sample Clearasil products from the product wall; chill out with a cold beverage; and for artists – autograph the Clearasil official guitar which will later be given away via Clearasil’s Facebook page.

For those who won’t be at Lollapalooza, Clearasil will allow all their fans to experience the fun via status updates, photos and news via the brand Facebook page. Clearasil will also hit the festival grounds all three days to distribute product samples and coupons to over 32,000 festival-goers through mobile Clearasil street teams.

About Clearasil®
Clearasil® is a leading brand of young skin care products that range from acne/blemish prevention, to skin care maintenance and spot treatment. Clearasil® is renowned for its highly effective range of acne treatment creams, facial washes and cleansing pads, giving consumers the confidence of visibly clearer skin. Clearasil® products may be purchased at any major drugstore and mass merchandiser nationwide.

About Reckitt Benckiser
RB is a world leader in household, health and personal care. It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation – near 35% of revenue comes from innovations launched in the prior 3 years. It has a strong portfolio led by 17 global Powerbrands which are: Finish, Lysol, Dettol, Vanish, Woolite, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, Strepsils Gaviscon, Mucinex and French’s, and they account for 70% of its net revenue. Headquartered in the United Kingdom, the company employs 23,000 people worldwide, with operations in 60 countries and sales in over 180 countries.

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Jamie Ress
Lippe Taylor
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