1. Brand Guidelines 09 Nov 2007 1

2. 2 Brand Essence: Jump right in! Core Target Profile: Young adults 11- 24 (Bulls eye = 18 yr old) Young adulthood is a time of intense exploration. We experiment with relationships, making new friends and losing old ones. We gain new perspectives and form our own values. We play with our passions, figuring out exactly what we love and what we hate. Essentially, we wake up everyday and take another difficult, but thrilling step toward becoming the person we want to become. And on such an exciting journey, we cant afford to let things get in our way, things like spots and pimples which make us feel less than our best. Good skin helps us get on with the adventure of life. Key Consumer Benefit: Spot free, clear skin that gives you the confidence to be who you want to be. Brand Discriminator: Ownership of: Is most effective at dealing with spots Brand Values: Commitment. We wont compromise when it comes to helping you have clear skin. We promise to use our expertise to make products that work brilliantly. Self Expression. We believe the world is a more beautiful place when people feel free to express themselves. Authenticity. We keep it real - we wont save the world, but we will help your skin look its best. Brand Positioning: Clearasil LIBERATES you from the stigma of spots, letting you JUMP INTO LIFE on your own terms. Brand Personality: Daring. Taking a chance is the first step toward success. Playful. Life is meant to be enjoyed – really enjoyed. Passionate. Whatever we do, we do with gusto. Clearasil Brand Footprint

3. 3 A. Logo, Packaging & Font

4. 4 Logo i. Logo colours

5. 5 Logo i. Logo colours

6. 6 Logo i. Logo colours Usage: this version should be used wherever possible. Crop the left of the logo ideally by 4% if its width, as shown above. Also use this logo and crop for ALL off-pack communication. Full colour primary Brandmark Crop here Full colour secondary BrandmarkFull colour small format Brandmark Usage: this version should be used where space is restricted and it appears in conjuction with the new flash icon. Crop the left side of the logo ideally by 12% of its width, as shown above. Usage: this version should be used where space is restricted on smaller items of packaging e.g. tube. Crop the left side ideally by 33% of its width, as shown above. Crop here ULTRA

7. 7 Logo ii. Logo sizing

8. 8 Logo ii. Logo sizing Measure the Brandmark across the overall width of the white lozenge

9. 9 Logo iii. Logo dos & donts

10. 10 Logo iii. Logo dos & donts ULTRA Do position the brandmark at the top of a background graduating from blue to magenta. Dont position the brandmark at the bottom of a background graduating from blue to magenta. Dont position the brandmark on any other coloured background. Dont alter the size or position of any of the brandmark elements. ULTRA

11. 11 Colour Palette i. STAYCLEARii. ULTRA PANTONE Process Magenta C

12. 12 Pack Graphics i. STAYCLEAR

13. 13 Pack Graphics i. ULTRA

14. 14 Font Headline Typeface: Albert FS Body copy Typeface: tbc

15. 15 Selling Line *may cause confidence