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Marketing in Brief: Pond's Clear Pore Strips

This article was originally published in The Rose Sheet

Executive Summary

Pond's Clear Pore Strips: Print ads to break in December or January in major consumer publications, as part of a $40 mil. budget for Chesebrough-Pond's skin care category, the company said. The ads will look similar to previous "Pond's Institute" spots and will discuss the benefits of the strips. In addition, print spots in weekly publications will break in mid-November. TV spots are also planned. The facial strips remove the "dirt, oil and blackheads that collect deep in the pores" of the nose, according to Chese-Pond's. Additionally, the company plans to promote the line with sampling in store and in magazines. Similar products on the market include Andrew Jergens Biore Pore Perfect Cleansing Strips, which debuted in May. Chese-Pond's believes pore strips are an emerging trend in the face category and plan to "look at every opportunity" in developing this area. Available now in mass market doors, a box of six strips retails for $4.99...
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