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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Proactiv relaunch: Guthy-Renker introduces first change to its Proactiv acne treatment in 15 years since the system's launch, micro-sizing the formula's benzoyl peroxide active "to penetrate even clogged pores quickly," according to Jan. 13 release. "Customers report faster and gentler results," firm says. Reformulation will be accompanied by television and online marketing campaign featuring new celebrity faces, including Grammy-nominated singer-songwriter Katy Perry, who "will tell her personal story of how she struggled with acne and how Proactiv helped her take control." Perry, age 26, was awarded Best New Act at the MTV Europe Music Awards, and her "struggles with acne are documented in photos all over the Web," G-R says. The firm also is launching a comprehensive online support system - Proactiv Day One - and offering customers "unmatched access to round-the-clock guidance and support" from its team of dermatologist-trained skin-care advisors

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