The September launch of three new Neutrogena products by Professional Pharmaceutical of Montreal signals its pursuit of a new, younger market.
Roslyn Griner, director of marketing, says the introduction of three skincare products for acne-prone skin is aimed at snaring a younger audience that will end up using Neutrogena’s other cleansers and moisturizers, traditionally targetted at women aged 25-plus.
Product line
Neutrogena’s entry into Canada’s $4 million-plus acne care market includes an alcohol-free cleanser, a wash-off acne mask that combines clay and benzoyl peroxide, and a fragrance-free version of Neutrogena’s cleansing bar for oily skin.
Moisturizer
To complete the regime, Neutrogena recommends its facial moisturizer, which it has been promoting to a younger crowd through campus kits distributed to universities and colleges.
Griner says the companies that Neutrogena will be competing with on drugstore shelves specialize in acne products for teens but have no skincare products for adults.
‘Pure and Simple’
She expects mothers using Neutrogena ‘Pure and Simple’ skin care will in turn recommend the acne line to their children.
Neutrogena’s competition in the category include cleansers and topical treatments in the Oxy line of benzoyl peroxide products from SmithKline Beecham Consumer Brands and the Clearasil brand from Procter & Gamble.
Sales increasing
Sales in the acne treatment category have been increasing, although numbers indicate that prices have been on the decline.
Figures from A.C. Nielsen Marketing Research show volume of sales for acne remedies were up by 4% for the 12 months ending April 1992, while dollars spent rose only 1% over the previous year.
Unlike competitive products, Griner says the new Neutrogena acne line is made to be used along with therapeutic programs prescribed by dermatologists.
The launch campaign kicks off with a coupon ad in major newspapers across Canada on Sept. 3.
Ads
Ads are also slated to appear in Flare magazine to appeal to the younger crowd, and in Chatelaine to push a cross-promotion between Neutrogena and Evian natural spring water.
Creative comes from Olive Communications of Montreal, with placement by Rovidon, Professional Pharmaceutical’s in-house agency.
