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GSK: Oilatum

How do you evolve an RX product into a desirable OTC brand?


We helped Oilatum move from its RX roots to become the fastest growing skincare consumer brand targeted at dry skin complaints.


In 2009, GSK aquired Stiefel laboratories (owner of Oilatum) for $2.9 billion. GSK bought into a strong product portfolio with a strong reputation for efficacy among the HCP community.

But to realise their significant investment, they needed to bring Oilatum into the mainstream, with an OTC model supported by a brand strategy that helped it become more accessible to more consumers on more occasions.


Clear conducted 3 reviews for GSK to identify and outline possible positioning routes for the brand:

  • Commercial and product review to understand inherent and underleveraged competitive advantage
  • Competitive landscape including codes analysis of leading brands
  • Consumer review to segment the potential market and provide clarity around the targeting strategy

Lead routes were then creatively brought to life across key touchpoints (print, pack, digital) and crafted direct with consumers.


A validated positioning concept that retained the efficacy credentials of the product but connected with new audiences in the mainstream.

An activation plan on how to bring the concept to life across key touchpoints (pack, print, web).

The fastest growing consumer skincare brand targeted at dry skin complaints.


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