Procter & Gamble is strengthening the acne treatment focus of the Clearasil brand with the introduction of Clearasil StayClear, an acne prevention line. The four SKUs resulted from several years of consumer research indicating a need for stronger preventative products, P&G said.

StayClear is centered around Acne Defense Cleanser, a gentle daily-use formula of "fine microbeads" that removes dirt and oil. The active ingredient salicylic acid 2% penetrates pores to prevent breakouts. The cleanser is available in a 6.8 oz. size.

The StayClear line-up will borrow two renamed products from Clearasil - Deep Clean Pads and Zone Control Clearstick. Available in a 65- or 95-count package, the pads are intended for use after cleansing to remove dirt, oil and makeup. The 1.2 oz. stick's "no mess" applicator can be used up to three times daily. The two products will continue to be marketed under the original Clearasil acne treatment as well.

Rounding out the series is an 8 oz. Clearasil StayClear Deep Clean Astringent, which works to dissolve oil. StayClear complements the existing Clearasil products: Daily Face Wash, Acne-Fighting Pads, Clearstick and Vanishing and Tinted Creams. StayClear is positioned to teenagers, especially those who are searching for a daily preventative acne routine rather than just treating breakouts when they occur, P&G said. Some Clearasil products also are positioned to adults.

According to an independent study measuring total, inflamed and noninflamed lesions, StayClear Acne Defense Cleanser is more effective than regular soap or "the current best-selling acne cleanser," P&G said. According to Information Resources, Inc. (Chicago), Clearasil is the top selling acne brand, with dollar sales of about $70.8 mil. in 1998.

StayClear is being supported through print ads and TV and radio spots, the latter of which will begin airing in mid-July. The campaign, created by New York City-based Grey Advertising, is tagged, "StayClear Or Don't - It's Up To You." The spots are product-focused and revolve around three messages: daily usage, image and product superiority, P&G said.

The new line also will be supported through back-to-school couponing at the end of July, as well as a stepped-up sampling effort and back-to-school events such as in-school ads and sampling. P&G plans to increase the number of in-store merchandising events within the next few months.

P&G's StayClear Promoted As Acne Prevention Line In Clearasil Repositioning

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