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Who are the top 5 brands in the "teen & young adult acne skincare/treatment" space and what kind of marketing are they using to reach those targeted consumers?
Hello! Thank you for your request to determine what the top 5 "teen & young adult acne treatment/skincare" brands are doing to reach those targeted consumers. The short version is that the top 5 brands in the teen & young adult acne skincare/treatment space are: Clearasil, Benzac, Neutrogena, OXY and Proactiv. Marketing strategies used by the top teen & young adult acne skincare/treatment brands include; An Honest and humorous approach; Speaking to situations in their everyday life; Providing real-world evidence of the product's efficacy; Offering rewards and competitions related to significant events in their lives, and; Leveraging celebrity in order to gain exposure of the product.
METHODOLOGY
I have scoured the Internet for articles and papers related to this subject. By performing an extensive search, and visiting teen oriented publications, the following were the most talked about and mentioned brands in this space:
Clearasil
Benzac
Neutrogena
OXY
Poactiv
Please find below a breakdown of the results of this research.
Clearasil is a company focused exclusively on the treatment of acne, with the teen and young adult demographic being their main focus. Over the years the company has had several ad campaigns focused on the teen market, most notably in 2016 they launched a series of adverts stating that whilst they "do not know teenagers", "but we do know acne". The company pokes fun at itself, and by default its competitors by taking a modest seat, even showing stereotypical "teen focused" material and admitting that they only put it in there to try and gain the teens' attention.
The takeaway from this campaign is that teens appreciate an earnest approach to marketing. That, and humor goes a long way to promoting successfully to this demographic.
Benzac claims that it is not just an acne treatment, it is a regimen that targets the outbreak of acne at its origin. Benzac is a product of Galderma.
In 2015, Galderma launched a social media campaign, in which a 22 episode "cheeky teen-based mini soap opera" series on Instagram. The series features four high school students who want to be more like the "Benzacs" - the flawless, acne-free crew of their school. According to the article, 74% of teen use Instagram, making it a prime platform on which to target to this demographic.
The takeaway from this campaign is that teens prefer to relate to situations that they face in their everyday life. Social media also plays a prominent role in these everyday activities.
Neutrogena provides a variety of skin-care products, marketed to a wide demographic.
Recently Nuetrogena launched an ad campaign where teens and young adults aged 15-24 could apply. Applicants were encouraged to stop all face and acne treatment for 2 weeks before going on a 2 week treatment regimen of Neutrogena's acne product. The applicants would then take a "selfie" each day for the two weeks that they use this product.
The takeaway from this campaign is that teens and young adults prefer to see real world evidence of a product, also incorporating trends in current teen behavior (like selfies) sparks interest from this demographic.
OXY is owned by the Mentholatum Company. It provides acne treatment, focusing on a teen and young adult demographic.
In 2015, OXY ran a campaign related to Prom - “Acne is difficult to deal with everyday, but becomes even more of a concern around prom time,” says Erick Estrada, Mentholatum Director of Marketing for Acne Skincare. “We want to make sure students know that there are effective and affordable products available to get clear skin, and also give them a chance to make Prom a BIG day.”
Teenagers were encourage to submit and vote for their favorite "promposals", to stand the chance of winning Dream Prom prizes inclusive but not limited to one of hundreds of prizes from companies such as PromGirl.com, Tuxedo Junction, shutterfly, Nikon and gift cards which can be redeemed for hairstyling, limo rental, and more.
The takeaway from this campaign is that teens respond to marketing that is tailored to their specific needs and desires. Once again leveraging their use of technology to get them involved.
Proactiv claims to be the number one acne treatment in the US. Their "dermatologist-developed" products serve more than just their main teen/young-adult target demographic.
Taking a more aggressive approach to marketing their product to this demographic, Proactiv has over the years chosen to turn to celebrity endorsements for marketing their product. These celebrities are all teen icons, ranging from Justin Bieber to Katy Perry. A list of some of these celebrities is available here.
The key takeaway from this is that speaking to teens/young-adults' lifestyles and entertainers that they idolize has proven extremely successful for Proactiv.
CONCLUSION
To wrap it up, the top 5 brands in the teen & young adult acne skincare/treatment space are: Clearasil, Benzac, Neutrogena, OXY and Proactiv. Marketing strategies used by the top teen & young adult acne skincare/treatment brands include; An Honest and humorous approach; Speaking to situations in their everyday life; Providing real-world evidence of the product's efficacy; Offering rewards and competitions related to significant events in their lives, and; Leveraging celebrity in order to gain exposure of the product.
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