Clean & Clear brands with makeover show

JOHNSON & JOHNSON   OMD INTERNATIONAL BRANDING

• Clean & Clear launches campaign
• 7 pairs of best friends to participate in makeover camp
• Star World, OMD, DDB partner to run campaign

Regional -Johnson & Johnson has launched a new campaign targeting teenage girls through its Clean & Clear brand.

The skin care brand has created a platform for teenage girls from seven countries across Asia to showcase themselves. The campaign will last for one year.

Working with STAR World, seven pairs of best friends from Singapore, Malaysia, Indonesia, the Philippines, Vietnam, Hong Kong and Taiwan will be chosen.

The shortlisted girls will participate in a three-day Clean & Clear Confidence Bootcamp, which consists of grooming workshops on make-up application, skin-care, deportment, style, fashion tips and image makeovers. The girls will be filmed during their transformation process and footage will be compiled into a series of webisodes which will be featured online.

The winning pair will be unveiled in October 2010 and crowned 'Top Best Friends Models' of Clean & Clear. They will get a cash prize of SGD5,000, shopping vouchers from Forever 21 and appear in the next Clean & Clear advertisement.

"The idea for the Top Best Friends Models campaign was sparked off based on the insight that clear skin gives teenagers the confidence they need to take on life. This is also the phase of life where girls rely heavily on their best friends to embrace life's possibilities and discover their identities together. Thus the rationale behind the pairing of best friends, which is synonymous with Clean & Clear's value of confidence and companionship", said Aruna Natarajan, media director at OMD International.

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