Clean & Clear: See the real me - the personalities behind the oil & pimples

This case study describes how Clean & Clear (C&C), a teen skincare brand in India, used teenagers' real faces and words to build brand affinity and grow sales.

Clean & Clear: See the real me – the personalities behind the oil & pimples

Neeraj Sharma and Toru Jhaveri

Campaign details

Brand Owner: Johnson & JohnsonLead agency: DDB Mudra GroupBrand: Clean & ClearCountry: IndiaIndustry: Bath toiletries, soaps; Skin care, sun protectionMedia: Earned media, buzz; Internet – general; Newspapers; Online video; Print – general, unspecified; Public relations; Social media; TelevisionBudget: 5 – 10 million

Market background and cultural context

Beauty: an ugly business

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