Campaign details

Brand: Clean & Clear
Brand owner: Johnson & Johnson
Lead agency: DDB Mudra Group
Country: India
Industries: Skincare, sun protection
Media channels: Online video, Social media, Television, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

Clean & Clear, India's premier teen skin care brand, was losing share to the competition when it came to its flagship face wash. Clean & Clear Foaming Face Wash's pimple-busting expertise had pigeonholed it as a problem-solution expert. We were struggling to compete with 'naturals' brands that were preferred for everyday use. Moreover, the nascent face wash category itself was slowing down, making it crucial for us to win over both potential entrants and existing users.

Our focus on mirroring teen behaviour, rather than telling tried-and-tested stories about teen feelings, led to accelerated and unprecedented results – our highest-ever growth rates and market share. More importantly, for the first time ever, we recruited more users into the category than the long-dominant 'naturals' leader, Himalaya.

Market background and cultural context

Face washes: a nascent category battling for penetration