J&J Finds Way to Get Under ‘90210’s’ Skin

May 20, 2009  •  Post A Comment

The CW has been working to find a place not only in the hearts of 18- to 34-year-old women, but also in the hearts of advertisers who target them.
The network, which holds its upfront presentation in New York on Thursday, has showed its advertiser friendliness by coming up with several ways in which products can be integrated with the network’s programming and talent.
One example aired just last week when Johnson & Johnson teamed with The CW’s “90210” to promote its Clean & Clear Skincare brand of cleansers and anti-acne products, which target the network’s younger viewers.
The May 12 episode of “90210” featured the prom at West Beverly High School. Among the celebrants were young viewers from Hauppauge, N.Y., who won walk-on roles as part of the Clean & Clear sweepstakes.
The sweepstakes and the walk-ons were the culmination of an integrated marketing campaign designed to capitalize on prom season.
The sweepstakes winners, Jenna Matus and Kayla Law, also will appear in Clean & Clear commercials airing during the program. One spot features up-and-coming recording artist Shanna Crookes, while the second follows the winners’ behind-the-scenes experience on the show.
“This is a dream come true for us,” said Ms. Matus. “Kayla and I watch ‘90210’ every week, so the opportunity to appear in the prom episode with our favorite stars is truly exciting.” They also said they used Clean & Clear leading up to their primetime appearance.
Johnson & Johnson and The CW launched the sweepstakes program in January. Viewers were asked to go to The CW’s Web site and upload a brief video explaining why they and a friend deserve to appear on the show.
In addition to the appearance on the show, the prize included a four-day, three-night trip to Los Angeles, where the show is filmed. Before the show, the winners got on-set VIP treatment including hair, makeup and wardrobe styling. They also received a one-year supply of Clean & Clear.
The show tie-in helped Clean & Clear highlight the brand’s role in helping teens feel confident and have good-looking skin on their special evening.
“Prom is a milestone that teens spend months preparing for,” says Stefano Curti, president of Johnson & Johnson Consumer Products Co. “The Clean & Clear brand is committed to helping teens feel confident and in control of their skin on prom night. Our complete line of products offers highly innovative anti-acne fighting technologies for clearer, healthy-looking skin, which is what every teen wants.”
For prom season, Clean & Clear also launched an online “Countdown to Clear Skin” program designed to help teens track their progress to clear skin.


  1. Good post, thanks

  2. Thanks for your visiting this http://www.replicaseller.com/replica-pens online store.

  3. Thanks for your visiting this http://www.replicaseller.com/replica-pens online store.

  4. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  5. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  6. I am little curious to know more about it………

  7. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  8. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  9. is so applicable its just about painful.

  10. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

Your Comment

Email (will not be published)