Cenergy Plans Oxy’s Marketing Comeback

NEW YORK Mentholatum Co. has hired Cenergy Communications to revitalize the line of Oxy skin-care products it said languished as a “maintenance” brand under former parent GlaxoSmithKline. Mentholatum bought Oxy in December.

“We acquired the Oxy skin-care line because it has tremendous efficacy and awareness,” said Mark Cieslinski, vice president of sales and marketing for Mentholatum. “However, as new entrants have redefined and grown this category, Oxy has remained level.”

Director of marketing Steven Smith said Stridex and Clearasil, Oxy’s chief competitors, have expanded their offerings and differentiated their brands in past years, but Oxy “just wasn’t a high priority” for GSM.

The agency, based in East Aurora, N.Y., is testing ads in April and will break its first work for the brand in June and July, at the start of back-to-school season. A package redesign will follow, according to the shop.