Page 94 - Visual Marketing

35. Bringing the Topic of Skin Care to a Head: Messaging to
Teens with a Clean Peppy Web Design

Marketing skin care products
to teens can be as scary as a
pre-prom zit. After all, the only
people they listen to are other teens.
That’s the strategy Clean Start took in
marketing its skin care line, a sub-brand
of Dermalogica. Key is a bright and peppy
Web look against a clean white back-
ground, provided by Hello Design.

Clean Start brought in the experts: five
teenage girls dubbed the Smart Mouth
Girls. The idea is that they share their
skin care stories and their personalities
through videos, social media, and blog posts and then other teens
will respond and interact in Clean Start’s community.

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