Clean & Clear a flagship brand under the Johnson &Johnson portfolio, is a brand that has always been known to communicate its brand promise of Clean, Clear and Confident. The brand strongly believes that beauty comes from being comfortable and secure in one’s own skin.
This year Clean & Clear launched a new global campaign titled ‘See the Real Me’. Through this new campaign Clean & Clear enters a new era of communication where the brand aims to encourage its target group to learn about the importance of being confident and remind them that beauty comes from within.
Clean & Clear initiated this massive campaign through print and social media to reach out to teenagers. The campaign was implemented on a global level where the brand featured real teenagers to share what being real meant to them.
Teenagers were invited to express their real side and those with the most genuine responses were chosen to be featured. A series of video documentaries captured what these teenagers had chosen to pursue in life and real passions that challenge societal norms and expectations. Through these stories of real teenagers and how they faced their inner fears and challenges by being themselves, Clean & Clear is reiterating that they are a friend in building confidence by sending a clear message to teenage teenagers through this campaign.
Commenting on the campaign, Johnson & Johnson Sri Lanka Senior Business Manager Niroshan Kodikara said, “What Clean & Clear is embarking on, via its #SeeTheRealMe campaign, is to break this mindset of adhering to the world’s definition of beauty and confidence. It seeks to be encouraging teenage teenagers to be comfortable in their own skin, to celebrate their unique qualities and be proud of who they really are. In that sense, it’s a brilliant concept for a youth brand to incorporate and help reach out to the masses of teenagers. Is a responsibility we take seriously and will continuously nurture this.”
A girl is a person who wants to be loved and accepted for who they are but many are afraid of being judged and due to cultural constrains a girl is mostly judged by their outer appearance and not really based on their capabilities i.e. talents. Through this campaign the brand aims to build and foster confidence in teenagers to identify and pursue their passions and ambitions. Clean & Clear is determined to increase brand awareness and inculcate confidence building which is affiliated to the brand promise - Clean, Clear and Confident thereby developing the right attitude, qualities, abilities and confidence in the future generations.