Teenagers are today at the forefront in making their presence felt on the social media and Apps, by making and sharing creative content that focuses on themselves and their personalities. This is one of the trends that manufacturers of beauty and body care products are capitalizing on, in their market promotional campaigns. The US-based skincare brand Clean & Clear has launched a brand marketing campaign encouraging teenage girls to share their individual personalities on multiple media channels
Clean & Clear, one of the world’s big skincare brands, has unveiled a marketing campaign to promote its My Swag bottles of foaming face wash offerings that are targeted at teenage girls in India. The new marketing campaign by Clean & Clear Foaming Face Wash rejoices the varied personalities of teenage girls’, and encourages them to Unbottle Apna Swag in a style that befits their individual personality, according to a press release issued to announce the campaign launch.
Conceived by DDB Mudra, one of India’s largest integrated marketing communications services companies, the campaign attempts to bring alive the five personality types featured on the limited stock of My Swag Bottles. Clean & Clear Foaming Face Wash has introduced a funky and colourful limited edition My Swag Bottles that features five types of teen personalities, namely Fun, Bakbak, Bindaas, Foodie and Padhaku. The trendy and colourful My Swag bottles give a stylish platform for teen girls to identify with and share their swag moments! The six-week campaign started in February.
Leveraging the new-age media
Unbottle Apna Swag, as part of the marketing strategy, will engage with teenage girls across multiple media like TV, digital, in-game, and in-store advertising. The campaign allows teenage girls to “Unbottle Their Swag” on TikTok, a popular media App for creating and sharing short videos, with their own personality Rap rendition. Or simply show ‘Apna Swag’ by sharing their proud personality stories and participate in a fun contest.
Clean &Clear Foaming Face Wash has introduced My Swag bottles to encourage teenagers to boldly show to the world their real self, by expressing themselves proudly.
Sameer Lal of Clean & Clear is quoted in the press release as saying, that Clean & Clear believed that teenagers should express themselves proudly, whoever they are. “With the Unbottle Apna Swag campaign, we want to enable teens to express their unique personalities and we want to give them every chance of doing so across platforms.”
Encouraging teens to self-express
Sharing his views on the campaign, DDB Mudra’s Shagun Seda said the prime objective behind the campaign was of finding a powerful kind of self-expression which would click with teens. “We believed Rap best brought alive our idea, injecting the brand with attitude while leveraging its philosophy. The commercials have gone on air at the start of a wave of interest in the category, backed by Bollywood’s latest blockbusters, enhancing the social capital of this campaign,” Seda is quoted in the release.
My Swag bottles are priced at Rs. 65 for 50 ml, Rs. 120 for 100 ml, and Rs. 155 for 150 ml, and they are available on online sales platforms, such as Flipkart, Nykaa and Amazon, as well as in stores. Clean & Clear Foaming Face Wash is a mild yet effective way for girls to eliminate pimples. As it is oil-free, it won’t choke pores and cause skin problems or strip the skin of its natural moisture content, the release stated.
Clean & Clear Foaming Face Wash is specifically made for the young skin – to get rid of excess oil, while its special ingredients help prevent pimples. Its liquid formula cleans deeply without causing dryness and is gentle enough to use every day, for clean and clear skin, claimed the company website.
The Clean & Clear is a line of dermatology products owned by the US-based Johnson & Johnson, leading global medical devices, pharmaceutical and consumer packaged goods manufacturing company, founded in 1886. Johnson & Johnson operates more than 250 companies in what is called the Johnson & Johnson family of companies. The common stock of Johnson & Johnson is a constituent of the Dow Jones Industrial Average and the company was ranked No. 37 on the 2018 Fortune 500 list of the largest US corporations by total revenue.