In an advertising class in college, the professor told us there were two certain ways to sell something – use a puppy or a baby. He obviously left out a very powerful third option – celebrities. Assign a famous face to just about anything and you’re sure to pick up a sale or two, or million.
But if that famous face isn’t photo shoot perfect, do you still align your brand with theirs? If you’re Proactive, then the answer is most certainly yes!
Proactive is an over-the-counter acne treatment created by dermatologists Dr. Katie Rodan and Dr. Kathy Fields. Created in 1995, the brand has since exploded in popularity with availability from the web to airport vending machines. The product is supposed to treat mild-to-moderate acne better than any $5 bottle of cleanser at the drug store, selling for $39.95 to subscribers. Like its more affordable competitors, like Clearasil, both products’ active ingredient is benzoyl peroxide.
According to a story in the New York Times from 2007, Proactive had scaled to global annual sales of more than $850 million, with the overwhelming majority happening here in the U.S. Compared to the $155 million in total drugstore acne sales that same year, Proactive dominates this beauty category. Sales have no doubt risen in the past five years, which gives the company a generous marketing budget.
It’s budgets the likes of Proactive that can land them endorsement deals with some of the biggest names in show business. Proactive has aligned with Justin Bieber, Katy Perry, Jessica Simpson, Julianne Hough, Avril Lavine, Vanessa Williams, and many others. These stars show their unedited faces, often marked with typical signs of youthful acne, and then show a completely styled photo of themselves with flawless skin, expressing gratitude for what Proactiv has done.
And it’s Proactiv, not her amazing talent, that Hough credits with her impressive career. “Proactiv is kind of like my lucky charm. It was with me when I was on Dancing with the Stars and it’s with me now when singing and making films. My dreams are coming true! Using Proactiv has given me the confidence to just go out there and do my best and see what happens.”
Acne can be devastating for any high school or college kid. Socially, it’s hard to put your best face forward when your skin isn’t at its healthiest. And the same story goes for paparazzi darlings whose entire livelihood comes from their dazzling faces. So when you show the hottest faces around using the hottest acne treatment around, you’ll no doubt have teens entering credit card numbers to start their first order.
As Proactive is for general, run-of-the-mill acne, for more severe cases you should visit a dermatologist for a more effective prescription treatment, which could be topical like Proactiv or an oral medication.
However, if you don’t have a budget like Jessica Simpson and Justin Bieber and still want to treat your acne yourself, consider what you eat. A diet high in beta carotene (yellow and orange fruits and vegetables) can naturally help prevent acne. As well, a diet rich in vitamins A, E, B6, and the mineral zinc can collective reduce inflammation, offer antioxidants that remove skin-damaging free radicals, and even regulate hormones that can trip a breakout. In general a healthy diet of lean proteins, low-fat dairy, and plenty of fresh fruits and vegetables, as well as plenty of water every day will keep your skin clear at a level worthy of Hollywood!