Clean & Clear: Revving up Confidence

The brand has launched a teen talent hunt across six metros, covering more than 110 colleges and reaching over 100,000 teenagers

Clean & Clear, the skin care brand from the house of Johnson & Johnson (J&J), has launched a teen talent hunt in association with the Times of India. Clean & Clear Times Fresh Face 2010 aims to provide teenagers a chance to showcase their confidence through their various talents.

"Essentially, we are looking at this as an opportunity to connect to teens, beyond providing skin care and skin care solutions. Teens today are far more busy and involved in their day-to-day life. And activations like this will get them more engaged in our brand, rather than just doing traditional advertising," explains Tushar Murdeshwar, general manager marketing, J&J India.

The hunt would be spread across six metros (Delhi, Mumbai, Chennai, Kolkata, Bengaluru and Pune), covering more than 110 colleges and reaching over 100,000 teenagers. The brand will further support the campaign through mall and cinema activations, product sampling and multiple spots on television. "We will look to cover around 20 lakh teens in this process," says Murdeshwar.

Two finalists of the talent hunt will get an opportunity to be the face of the brand and appear in the next ad campaign.

In the talent hunt, one attribute that the company is looking for is for self-confidence. "We are looking for teens, who are confident and comfortable in their skins," says Murdeshwar.

To measure the confidence levels of participants, the health-care company has created a special property for this talent hunt, called the Clean & Clear Confidence Meter. It is a scale that tests the confidence of contestants through a series of questions.

The auditions for the hunt are managed by the Times Group; whereas the mall activations, which are aimed at promoting the brand and encouraging people to participate in the hunt, are managed by Mudra Max's Kidstuff.

The hunt is being promoted through all popular communication channels, such as print, television, radio, mobile, digital and social media.

According to Murdeshwar, the skin care market in India is about Rs 8,700 crore, growing at 13%; and Clean & Clear is the only products in the teen skin-care segment. The product, whose positioning is 'Clean and Clear and Confident', targets teens in the age-group of 16-19 years belonging to the SEC A and B. The phrase "clean and clear" is derived from the unique selling proposition of the brand - oil-free, no harsh fragrance or dyes and leaves no residue after rinsing.