Hill & Knowlton to boost Crookes flagship brands

Hill & Knowlton's consumer team has had its brief with Crookes Healthcare extended to include the company's flagship OTC spot and skin brands.

Hill & Knowlton's consumer team has had its brief with Crookes Healthcare extended to include the company's flagship OTC spot and skin brands.

The six-figure account includes work for Clearasil, the UK market leader for spot removal and prevention treatments. Clearasil, previously produced by consumer pharmaceuticals giant Procter & Gamble, was acquired by Boots Healthcare International last year in a deal perceived by the financial community as a major coup for Boots. At BHI, the product has become part of its Crookes subsidiary.

As well as Clearasil, the agency will work on dry-skin treatment E45, the non-medical incarnation Skin Confidence E45 and a summer version, E45 Sun.

The team is headed by H&K associate director Maria Boyle and will be overseen by beauty and consumer health MD Gill Hardy. It reports to product manager, Barnaby Luff, and Crookes' skincare maintenance division's marketing head, Ali Richards.

H&K has been tasked with driving awareness of the Crookes range of products to the 'teen market and their parents'. The brief includes some trade support.

Hardy said the campaign would focus on talking to teenagers in 'a language they understand'. She said the aim was to 'banish spotty and geeky associations people make to the product,' but stopped short of saying the agency wanted to make Clearasil trendy.



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