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PARSIPPANY, N.J. — Clearasil said it’s taking a fresh marketing angle to reach young consumers with the launch of its "Rock Your Skin" summer campaign.
The Reckitt Benckiser acne treatment skin care brand said Wednesday that Rock Your Skin is targeting young adults "where they live and play" via online and integrated experiences and leveraging the summer break and back-to-school seasons as an opening for consumer communication.
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 fans of the Clearasil page to an all-expense paid trip to the Hard Rock Hotel in Chicago with free three-day passes to Lollapalooza Music Festival, August 5 to 7. Five runners-up will receive a prize pack of assorted products. The sweepstakes runs to July 22.
And while in Chicago, contest winners will be able to join celebrities, music industry VIPs and media at the first-ever Clearasil Rock Your Skin: Vibe + Revive Lounge in 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, Reckitt Benckiser said.
For those who won’t be at Lollapalooza, Clearasil will allow all of its 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.
"We will always be a brand that has skin care answers," commented Kevin Harshaw, marketing director of personal care at 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."
