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.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)