Acne treatment vendors look to save faces

Drug Store News,  Feb 20, 1995  by Lisa I. Fried

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Eyeing the fast-growing preteen and teen populations, as well as acne-prone women in their 20s and 30s, manufacturers have been rushing out a slew of new products for consumers with blemishes and oily skin.

Drug stores could use good news about that category. According to Information Resources Inc., sales of acne treatments through drug stores dropped 7.4 percent in 1994.

Marketers are creating new products from masks to cleansing pads to moisturizers, enabling some to pitch a system approach to buyers for the first time.

Much of the activity is targeted towards a growing teen and preteen population. The number of 13 to 19 year-olds is expected to swell 9.4 percent, to 27.7 million five years from now.

"Teenagers are getting more sophisticated and crossing into skin care products," said Myra Maultasch, products manager of Del Pharmaceuticals, which just added Propa Ph Peel Off Acne Mask to its line. Del's new mask combines salicylic acid, a proven acne fighting ingredient, and moisturizing agents alpha hydroxy fruit acids and aloe vera.

The message from Del and other marketers is that acne-prone consumers can have clear and soft skin. To that point, Procter and Gamble recently launched Clearasil Moisturizer. "It's common for people to over-dry their skin in their quest to eliminate pimples," explained JoAnn Adams, product development section head for P&G's skin care division. "Unfortunately they may trigger breakouts by using a moisturizer that clogs their pores."

Not just a teen problem

Such problems are not limited to teens. In fact, acne is the No. 1 skin problem of women up to age 34, according to Almay, which is launching Clear Complexion, a line of medicated treatment and makeup products.

The new product activity in the category also marks an attempt by some marketers to create new or larger systems for consumers. For example, Bristol Myers, which had only offered a few products under the Sea Breeze line, recently added Sea Breeze Exfoliating Facial Scrub, Whipped Facial Cleanser and Facial Cleansing Bar.

With its introduction of Propa Ph Peel Off Acne Mask, Del Pharmaceuticals is now pitching its products--Propa Ph foaming face wash, cleanser and the mask--as a complete "program for clear skin."

Plenty of promotion

Del recently started distributing coupons through free standing inserts, created bonus sizes and launched an ongoing, in-store rebate promotion offering up to $5 off the purchase of two products. The company will launch a print ad campaign later this year.

Since taking over Stridex from Sterling Winthrop last fall, Miles Inc. has doubled the brand's television ad budget. Miles spend most of the fall getting a re-staged Stridex line into stores. The line now includes Stridex Clean Antibacterial wash and larger cleansing pads made with a lower concentration of salicylic acid. "Sensitive skin products are the fastest growing ones in the category," said William Holstein, assistant brand manager. Miles will promote the re-staged line in a new TV campaign next fall.

Premiere Inc., which entered the acne category in 1993 with a three-SKU line, will launch Exact Face Wash, a semi-liquid, antibacterial cleanser, in the second quarter. The wash, formulated with triclosan, is designed to lift oil and dirt out of the tiny pores without over-drying skin.

Despite competition from big names in this category, Premiere is betting that its microsponge technology will win over reluctant buyers. "There is more opportunity than people realize," said A.J. Golloway, product director for Premiere Inc. "No other tinted cream has a microsponge that absorbs excess facial oil. Consumers say that this product really works."

Premiere will launch a print ad campaign for the line in teen magazines this month. In-store promotions and cable television advertising are also planned.

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