Direct-response giant Guthy-Renker is recharging its Proactiv Solution acne franchise with three new celebrity spokeswomen and an updated approach to formulation, packaging and marketing.
Pop music stars Katy Perry and Avril Lavigne, and actress Jenna Fischer are following in the footsteps of Vanessa Williams and Jessica Simpson in touting Proactiv as an acne remedy. Spots featuring Perry, Lavigne and Fischer will launch this month, and Guthy-Renker is spending some $200 million on ad time worldwide for Proactiv this year, primarily on one-minute, two-minute and 30-second commercials.
Ben Van de Bunt, co-chief executive officer of Palm Desert, Calif.-based Guthy-Renker, declined to discuss the details of the contracts for Perry, Lavigne and Fischer, who join Mandy Moore, Jennifer Love Hewitt, Ryan Sheckler and Julianne Hough in Proactiv’s celebrity lineup. “We are paying people consistently with what we have done in the past, which is millions of dollars,” he said, adding the contracts are “at least one year with extensions.”
Van de Bunt explained it takes star power, compelling narratives about skin issues and genuine connections to Proactiv for celebrities to resonate with potential users. Music stars such as Perry and Lavigne appeal to Guthy-Renker due to their global reach.
Proactiv is at a crossroads in its history. For most of its 15 years, Guthy-Renker’s infomercial muscle helped the brand’s products — developed by dermatologists Katie Rodan and Kathy Fields — have few roadblocks in their path to becoming the world’s best-selling acne system. But the acne market has become crowded of late with brands taking shots at Proactiv. (In the last two years, for example, Johnson & Johnson’s Clean & Clear and Neutrogena Skin iD hit the airwaves with direct response ads.)
“In the face of that competition, we needed to elevate the brand and reposition ourselves,” said Van de Bunt. “We are definitely reintroducing big celebrities again, and we are coupling it with a slight difference in the conversation where we view acne as the enemy, and the best way to fight acne is with Proactiv.”
Proactiv’s packaging has been modified to give a “clearer picture of the brand on the bottles,” according to Van de Bunt. Inside the bottles, Proactiv’s key ingredient — benzoyl peroxide — has been refined into microcrystals designed to quickly enter pores. Select Proactiv products will also be recommended for different skin types, and Proactiv skin care advisers will offer 24-hour product guidance starting Jan. 29.
Van de Bunt projected Proactiv would register double-digit global growth this year. He said it experienced flat growth domestically in 2009, but saw an uptick abroad. Proactiv’s sales were around $830 million last year, accounting for more than half of Guthy-Renker’s estimated $1.5 billion in 2009 revenues. Proactiv is carried in 58 countries, and about 40 percent of its sales are from outside of the U.S.
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)