Page 94 - Visual Marketing
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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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