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Product type | Skincare |
---|---|
Owner | Guthy-Renker Galderma[1] |
Country | United States |
Introduced | October 1995 |
Markets | Australasia, Europe, North America, Scandinavia |
Previous owners | Katie Rodan Kathy Fields |
Ambassador(s) | |
Website | proactiv |
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]
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