Proactiv

Proactiv
Product type	Skincare
Owner	Guthy-Renker; Galderma
Country	United States
Introduced	October 1995
Markets	Australasia, Europe, North America, Scandinavia
Previous owners	Katie Rodan; Kathy Fields
Ambassador(s)	Justin Bieber; Sean Combs; Avril Lavigne; Jessica Simpson;
Website	proactiv.com

Proactiv is an American brand of skin-care products developed by two American dermatologists, Katie Rodan and Kathy A. Fields, and launched in 1995 by Guthy-Renker, a California-based direct marketing company, that was endorsed by famous celebrities^[2] The range includes moisturizers, body washes and treatment products, but the brand is known for its three-step anti-acne Solutions 3-step routine consisting of a BPO cleanser, glycolic toner and treatment lotion.^[3]^[4] Proactiv+, a reformulation of the three-step kit, was introduced in 2013, and in 2017, ProactivMD launches powered by Adapalene.^[5]

As a result of its celebrity endorsements and infomercials, Proactiv is one of the most popular skincare brands of all time, according to the Journal of Clinical and Aesthetic Dermatology.^[6] Sales amounted to $800 million a year as of 2010, with a media budget of nearly $200 million and $12–15 million for celebrity fees.^[7] The product is mostly sold at ULTA Beauty, Target, and online as single-unit items or as part of a continuity program. A month after ordering, customers are sent a three-month supply, which continues until the subscription is cancelled.^[8]

^ Cite error: The named reference Nestlé was invoked but never defined (see the help page).
^ Katie Rodan, Kathy Fields (2008). Unblemished, Simon and Schuster, pp. 4–8.
^ Kraft John, Freiman Anatoli (2011). "Management of acne". Canadian Medical Association Journal. 183 (7): E430–E435. doi:10.1503/cmaj.090374. PMC 3080563. PMID 21398228.
^ "List of Proactiv products and their ingredients". DailyMed, National Institutes of Health.
^ Cite error: The named reference MychaskiwInStyle2013 was invoked but never defined (see the help page).
^ Cite error: The named reference DeckerJCAD2012 was invoked but never defined (see the help page).
^ Cite error: The named reference LaceyForbes2010 was invoked but never defined (see the help page).
^ Ric Romero (November 7, 2011). "Which Acne Treatment Works Best, Costs Less?". ABC7. Archived from the original on September 21, 2013. Retrieved May 16, 2022.

[Nestlé-1] Cite error: The named reference Nestlé was invoked but never defined (see the help page).

[2] Katie Rodan, Kathy Fields (2008). Unblemished, Simon and Schuster, pp. 4–8.

[KraftCMJ2011-3] Kraft John, Freiman Anatoli (2011). "Management of acne". Canadian Medical Association Journal. 183 (7): E430–E435. doi:10.1503/cmaj.090374. PMC 3080563. PMID 21398228.

[NIH-4] "List of Proactiv products and their ingredients". DailyMed, National Institutes of Health.

[MychaskiwInStyle2013-5] Cite error: The named reference MychaskiwInStyle2013 was invoked but never defined (see the help page).

[DeckerJCAD2012-6] Cite error: The named reference DeckerJCAD2012 was invoked but never defined (see the help page).

[LaceyForbes2010-7] Cite error: The named reference LaceyForbes2010 was invoked but never defined (see the help page).

[RomeroABC72011-8] Ric Romero (November 7, 2011). "Which Acne Treatment Works Best, Costs Less?". ABC7. Archived from the original on September 21, 2013. Retrieved May 16, 2022.

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