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