There aren’t many products that could be more effective at using celebrity endorsements than Guthy-Renker and Proactiv. They have had many celebrities endorse their acne treatment. Elle Macpherson, Vanessa Williams and Jessica Simpson are just a few of the celebrities who have used and promoted Proactiv according to Proativ reviews.
Guthy-Renker uses the true life experiences of celebrities to bring their message to their target audience. The celebrities, who are always in the public eye, are living proof that Proactiv works just like it is advertised to. The product is marketed to a teenage and also an adult demographic group. This is due to the fact that acne, while more commonly seen in teens, is also a problem that some adults have, as well.
Celebrities like Katy Perry tell viewers about their experiences with Proactiv, and the change that the product has made in their lives. They let people know that the product truly can treat and control acne, and how easy it was to use the treatment system. Their complexions have been changed and their outlook on their life has been brightened, as a result. They are more free to go out in public for concerts and events, instead of staying inside to avoid people.
Justin Bieber is also a fan of Proactiv. In fact, the company did not solicit his endorsement – he went to them. He was impressed at the way it worked and told them he would like to tell other teens about his positive experience.
Make no mistake, Proactiv makes it lucrative for celebrities to tell people about their Proactiv results. The big names have multimillion dollar deals. Bieber will earn about three million dollars for a two year deal, and the other stars earn much the same.
On signing Katy Perry, the owners of Guthy-Renker commented that although there are many actors and actresses they like, they have listened to Perry’s “California Girls” song almost every day. They know that consumers watch and listen, too, and they can connect with people that have musical talent.
Guthy-Renker spends almost $15 million each year on their celebrity endorsements for Proactiv. They are able to spend less money on branding since they sign on celebrities that are easily recognized by many people. Proactiv is their most lucrative product, although they market other products, with yearly sales over $1.5 billion.
Some of the well-known celebrities who have given their faces for endorsement include Jenna Fischer from “The Office” and TV actor Jennifer Love Hewitt. Their feedback adds a lot of credibility to the advertising of Proactiv. Lindsay Lohan has also been recruited, to give her positive feedback for the product.
More recent celebrity signers include Sean “Diddy” Combs, Alicia Keys and Avril Lavigne. Mandy Moore has let people know how well Proactiv has worked in clearing her complexion, as well. Katy Perry even refers to blemishes as “critters on my face”.
Thus far, music talents have served the company better, as effective spokespeople. Now that they have added Justin Bieber to the stable, it looks like they should see an uptick in sales, since he is instantly recognizable by many teenage girls.