By  on January 13, 2010

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.

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