The Marketing mix of Clean & Clear analyses the 4Ps of Clean & Clear, including the Product, Price, Place, and Promotions. Clean & Clear is a subsidiary brand that Revlon previously owned, but its parent company is Johnson & Johnson. It is associated with the FMCG industry as it deals with personal care products. The company is of American origin, was introduced to markets in 1956 by Revlon, and was sold in 1991 by its existing owner.
The brand was named so because its products contained no dyes or fragrances and, after rinsing, left no residue. Clean & Clear has unique ingredients for a complete cleansing to make the skin feel clean and clear. It faces competition from the following companies.
- Nivea
- Ponds
- Garnier
- Himalaya Herbal
- Patanjali
About Clean & Clear
- Type: Dermatology products owned by Johnson & Johnson
- Industry: Personal care
- Founded: 1956
- Founder: Revlon
- Headquarters: Skillman, New Jersey, United States
- Area served: Over 46 countries
- Key people: Melanie Elturk – Global Brand Vice President
- Number of employees: Over 1,000
Table of Contents
Clean & Clear Product Strategy
Clean & Clear is an established brand dealing with skin care products. At the onset, the brand was introduced as a skin cleanser; later, lotions and bar soap were introduced in 1986. The company launched a hair conditioner and hair shampoo in 1989. Clean & Clear products are primarily for people with skin issues like acne, blackheads, and pimples for all skin types, be it dry, oily, or average.
The new Product Mix of Clean & Clear in 2023 is as follows (Source).
- Cleansers: Products like facial cleansers, foam washes, and cleansing wipes designed to remove dirt, oil, and makeup from the skin.
- Acne Treatment: Clean & Clear is known for its acne-fighting products, including spot treatments, acne washes, and oil-free moisturizers.
- Moisturizers: Hydrating products that help maintain skin moisture balance without clogging pores.
- Scrubs: Exfoliating scrubs or cleansers are designed to remove dead skin cells and promote smoother skin.
- Masks: Deep-cleansing masks or sheet masks that offer targeted skin treatments.
- Toners: Products that balance the skin’s pH levels and help reduce oiliness.
- Oil-Free Products: Clean & Clear often offers a range of oil-free products suitable for people with oily or combination skin.
- Makeup Removers: Products that help remove makeup gently and effectively.
Clean & Clear Place Strategy
Clean & Clear is an international brand with its product presence spread to several parts of the world. It is available in forty-six countries, including India, the United States, Spain, Canada, Argentina, the United Kingdom, China, the Middle East, Russia, Malaysia, and Korea.
Clean & Clear, a skincare brand owned by Johnson & Johnson, typically employs a place strategy to ensure its products are widely accessible and available to its target audience. Here are five key elements of their place marketing strategy:
- Retail Distribution: Clean & Clear products are strategically distributed through a wide range of retail channels, including drugstores, supermarkets, beauty stores, and online marketplaces, ensuring easy access for consumers when they shop for skincare products.
- Global Presence: Clean & Clear has a global reach, making its products available in numerous countries and regions and catering to a diverse customer base.
- Targeted Shelf Placement: Within retail stores, Clean & Clear products are often strategically placed in sections dedicated to skincare or beauty products, making it convenient for customers to find and purchase their items.
- Online Presence: The brand maintains a strong online presence through its official website and e-commerce platforms, allowing customers to purchase products directly and access information about their skincare solutions.
- Marketing and Advertising: Clean & Clear often utilizes marketing and advertising campaigns across various media channels to raise awareness about its products and drive consumers to physical and online locations to purchase them, ensuring a strong brand presence in the marketplace.
Clean & Clear Pricing Strategy
Clean & Clear has targeted working professionals and college students as its target customers. It has positioned itself as a quality product that thoroughly cleanses by removing excess dirt and oil. The skincare market is vast and lucrative. The company has adopted a precise marketing mix and a reasonable and affordable pricing policy to retain its hold in the consumer market. As it targets teenagers, it has kept the prices within budget so that it can be purchased easily.
The company faces serious competition from several rival brands, and to compete with them successfully, it has adopted a competitive pricing policy. Product prices are kept at the same levels as its rival brands, with several incentives and discount options to maintain customer loyalty.
Clean & Clear employs a carefully crafted pricing strategy aligning with its objective, brand positioning, and target market. As a skincare brand primarily targeting a younger demographic, its pricing strategy can be described as follows:
- Market Penetration Pricing: Clean & Clear often adopts a market penetration pricing strategy, setting competitive prices for its skincare products. This approach aims to capture market share by offering affordable, value-driven options for consumers. Keeping prices relatively low can attract price-sensitive consumers seeking effective skincare solutions without breaking the bank.
- Product Tiering: Clean & Clear typically offers a range of products tailored to various skincare needs, from cleansers to acne treatments. They may employ product tiering within each category, providing different options at various price points. This allows them to cater to a broad customer base, accommodating budget-conscious consumers and those willing to invest more in specialized products.
- Promotions and Bundling: To drive sales and encourage customer loyalty, Clean & Clear often runs promotions, such as buy-one-get-one deals or discounts on bundles. These promotions can entice customers to purchase multiple products, ultimately increasing the average transaction value.
- Dynamic Pricing: In the fast-paced skincare industry, Clean & Clear may also employ dynamic pricing strategies, adjusting prices in response to market conditions, demand fluctuations, and competitive pressures. This flexibility allows them to stay competitive while optimizing their revenue.
- Brand Equity: Clean & Clear maintains a strong brand image associated with reliability and effectiveness in skincare. They may justify slightly higher prices for certain products by emphasizing the quality and benefits of using trusted skincare solutions.
- Retailer Partnerships: Clean & Clear collaborates with various retail partners, and pricing strategies may vary depending on the retailer’s pricing policies and the specific target audience of each channel. This allows them to adapt their pricing to suit the preferences and expectations of different customer segments.
In summary, Clean & Clear’s pricing and marketing strategy combines affordability, product differentiation, and strategic promotions to cater to its target market of budget-conscious, younger consumers while maintaining a competitive edge in the skincare industry.
Clean & Clear Promotion Strategy
Clean & Clear had a clear-cut policy of marketing its products with no-holds-barred. It realized the importance of a slogan and marketing mix that would define its product, and hence, in 1993, it launched its tagline, Clean and Clear and Under Control, and followed it up with another slogan, Clean, Clear and Confident.
In 2000, the company launched an online promotion via the Clean and Clear Talking Postcard Superstitial campaign to create its presence amongst online communities, especially to attract young teenagers who are online fans. This campaign won an online advertising category award at the Massachusetts Interactive Media Council Awards.
The company’s advertising strategy has always leaned towards celebrity endorsements, and in 2010, it combined it with the charity via the Do Something non-profit organization. It launched a program, Join the Surge, starring actress Demi Lovato. In 2011, Clean & Clear partnered with the United Nations Foundation and co-sponsored the Unite for Girls tour with famous personality Lily Halpern. In 2015, Jazz Jennings was roped in to appear in commercials for Clean & Clear.
Clean & Clear roped in several Bollywood personalities in India to act in its high-profile commercials. Bipasha Basu and John Abraham were first contacted to act in its commercials and were later replaced by Anushka Sharma. The company has launched several innovative and eye-catching ad campaigns, which have been shown via television, newspapers, magazines, radio, and hoardings.
Clean & Clear utilizes the social media platform to its advantage and promotes its brand via its website, other shopping e-portals, Twitter account, Facebook business page, YouTube, and Instagram. The company has adopted a promotional marketing strategy, offering incentives, free snacks, and discounts to increase its brand visibility and market share.
Some Recent Video ads and Print ads for Clean & Clear are:
https://youtu.be/cJE8StUgVII
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