Ice Cool Menthol (ICM) is Clear’s largest selling variant with sales peaking in the hotter summer months. This summer, we wanted to make a difference, not just talking about the product story but also conveying our purpose of helping people build resilience in the face of anxiety.
Everyone has a fire to walk through – the literal fire of a scorching day that dries out the scalp and makes it itch, as well as the metaphorical fire of anxiety, fear and stress in their minds.
Our work shows how the heat of judgement stings as sharply as the heat of a desert sun. And only with Clear ICM can you mentally and physically prepare yourself to face the heat and keep a cool head.