Alberto Culver is reintroducing Noxzema—a brand it acquired from Procter & Gamble—with new products, packaging and a campaign targeting older consumers.
The effort, which kicks off this summer in print and online, comes as the brand’s new owner looks to reintroduce Noxzema to consumers. Alberto Culver purchased the skin care brand from P&G for $81 million in 2008. (P&G continued manufacturing the products for some time to ensure a smooth transition.)
Now, the Melrose Park, Ill.-based maker of TreSemme and St. Ives is pushing a new look for the brand. Packaging, for instance, sports a “pearlized finish and metallic touches [that] are much more modern and easier to find on shelves,” said Cynthia Rolfe, Noxzema’s vp of skin care. The new look is meant to mimic the “beautiful textures [women see] in clothes and packaging now,” she added.
Alberto Culver said it kept the formulation on iconic Noxzema products, such as the Original Deep Cleansing Cream, the same. But it’s also introducing new products like Clean Blemish Control. The new skincare line includes a Blemish Control Foaming Wash and Control Daily Scrub that eliminate dead skin cells without irritating or zapping moisture from the skin. Both are priced at $4.99 and hit shelves this spring.
Ads for Clean Blemish Control will debut this summer. (The current ads were created by boutique agency Target Smarts. Alberto Culver is in the midst of a global agency review.) Print ads emphasize Noxzema’s ability to deliver a deep, tingly clean. One ad, for instance, shows a model holding up an oversized sign that says: “I will not go to bed with my day face on.” Another, for the acne daily scrubbing wash, says: “No! I will not double-up on foundation.” The ads carry the tagline, “Come Clean.”
Alberto Culver is also running a print advertorial featuring actress Ginnifer Goodwin. The advertorial shows Goodwin “[coming] clean” about her beauty philosophy. It will run in the July issues of Allure, Lucky, Glamour and Self.
Though the brand enjoys a wide following across “a variety of age groups,” Rolfe said the new effort targets adult women, so they don’t “have to pick and choose from acne products formulated for teen skin,” said Rolfe.
Until now, Alberto Culver has contributed minimal ad spending toward Noxzema. The brand had just $500,000 in measured media outlay last year, excluding online, per the Nielsen Co. All that will soon change, Rolfe said, as Alberto Culver innovates the brand.