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


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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