Parsippany-Based Clearasil Seeks Brand Ambassadors

Reckitt Benckiser, the Parsippany-based maker of Clearasil skin care products, wants to find brand ambassadors to represent its products to young Americans. To do so, the company has launched what it calls "a groundbreaking Facebook endeavor."

The firm is conducting its search for three so-called All Access Agents as a Facebook contest geared to trend-setting young adults 16 and over.

"This campaign is about giving our consumers access to our brand and products from the inside and our brand getting access to our consumers' interests, peer groups and social media communities," explains Kevin Harshaw, Reckitt Benckiser's marketing director of personal care.

Clearasil will choose winners based on a submission form that asks questions about consumers' interests and the role social media plays in their lives. Once selected, the All Access Agents will get to sample new products before they appear on store shelves, attend exclusive events on behalf of Clearasil and share their experiences over the next year through weekly posts and updates on Clearasil digital platforms, including Facebook and YouTube. As an added incentive, the brand will give the winners a $5,000 prize.

"We understand the power of peer-to-peer influence within our target demographic, and that is where the strength of this campaign lies," said Harshaw. "No one wants to hear a brand talk at them anymore. All Access Agents is an opportunity to bridge the common interests of our target consumer and our brand and to populate our mutual social media spaces with accessible, interesting content informed by the very people who use our products."

Entrants must be U.S. residents and 16 years of age or older. The deadline to enter is Oct. 25, 2011; voting takes place between Nov. 8-28. Winners will be announced Nov. 30. To enter, Facebook users should visit www.Facebook.com/ClearasilUS.

Reckitt Benckiser is headquartered in the United Kingdom, but its main U.S. location is in Parsippany at 399 Interpace Parkway.