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.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)