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Clearasil: May Cause Confidence

Clearasil flipped the script on teenage skin talk by acknowledging breakouts are a given, but the real benefit isn't just clear skin. It's the boldness, nerve, and confidence to put yourself out there.

Client
Clearasil
Year
2007

Brief

The goal was to position regular use of Clearasil not just as a skincare routine, but as a confidence ritual for teenagers navigating the awkward, hilarious, and high-stakes world of high school.

Idea

Instead of warning users of side effects like dry skin, they are warned of the side effects of feeling invincible.

Work

the campaign launched with a series of 30-second TV spots running on youth-centric networks like The CW. The spots were designed to be cringe-comedy gold, capturing the unfiltered audacity of youth.

Impact

The campaign successfully repositioned Clearasil from a "pimple medicine" to a lifestyle brand that champions teen audacity. By tapping into the cultural zeitgeist—the "American Idol" era of self-expression and the rise of camera phones—the brand connected with teens on an emotional level.

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