New Proactiv® Platform Allows Popular Singer and Actress To Encourage Young People Based On Personal Experience
Avril Lavigne today said she hopes to reach millions of teens and young women with an important message about acne, summed up as: "Be Proactiv."
The award-winning singer and actress recently signed with Guthy-Renker to play a prominent role in the launch of new Proactiv®, an improved version of the world''s number-one acne-treatment system.
"I started breaking out when I was 14," said Lavigne. "It was my first year of high school, which was already intimidating. Going to a new school and meeting new people was hard enough; having to deal with zits on top of that didn''t really make it easier," she explained.
Avril Lavigne joins one of the longest and most renowned list of celebrities ever to speak out for a skin care product. All Proactiv endorsers started out as customers first.
"After trying everything—from toothpaste to rubbing alcohol, men''s aftershave to tea tree oil—I started using Proactiv. Fortunately, it really worked for me. Today, I still use Proactiv to help keep my skin clear."
Avril''s story is sure to resonate with young people who are experiencing the same challenges. Acne is a very common skin condition that has been linked to more profound issues in teens including depression, anxiety and social withdrawal. And, it''s not just a passing phase. Acne is chronic and can last in teens up to 7 years and in adults 20 years or more.
Pediatric dermatology studies show that the earlier acne starts, the more likely it is to increase in severity over time. Additionally, the likelihood of permanent physical scarring also increases the longer acne is left untreated.
Some celebrities might not feel comfortable talking about acne, but not Lavigne. "I''m totally cool to talk about Proactiv and acne because I have dealt with it," she said. "Acne is a drag. It''s not cute. It''s not fun. I think it''s really important to take care of your skin—especially from an early age."
"I think it''s gutsy for Avril to talk about acne and her Proactiv story, but she wanted to do it, and she wanted to do it in a plain-speaking, matter-of-fact way that is relatable," said Lenny Lieberman, head of Guthy-Renker Studio, producer of the new ads.
"It''s important to feel good about yourself and when you have good skin, you feel good! I was really lucky to have found Proactiv," Avril said. "It worked for my skin."
Avril Lavigne, who at the age of 17 secured eight Grammy nominations and four Juno Awards for her debut album Let Go, will begin appearing in the national Proactiv broadcast campaign this month. In 2008, Lavigne released her third album, The Best Damn Thing, which included the smash hit "Girlfriend," which shot to #1 on the Billboard Hot 200 and was named the top download of 2007 having been downloaded more than 7.3 million times in 8 different languages.
Lavigne is also the creator of Abbey Dawn, a lifestyle brand which is available exclusively at Kohl''s. The collection blends authentic rock with a feminine edge and will include quality apparel and accessories at a great price. In 2009, Lavigne released her first fragrance called Black Star, created by Proctor & Gamble Prestige Products with her second fragrance to be released in 2010. The fragrance captures Lavigne''s dynamic style and energetic personality, inspiring girls to standout and embrace their individuality. In 2006, Lavigne branched out into acting, appearing in Richard Linklater''s Fast Food Nation and lending her voice to Dreamworks'' animated film Over the Hedge.
Lavigne is currently in the studio working on a new, yet-untitled album for RCA Records. For more information visit www.avrillavigne.com.
Proactiv® Solution, the world''s best selling acne system, is a leader in acne prevention and treatment formulated to offer consumers the opportunity for a lifetime of smooth, clear, healthy-looking skin. Now with new micro-crystal benzoyl peroxide, Proactiv utilizes Combination Therapy® to directly target the root causes of acne – bacteria, oil production, and dead skin cell build up – and heal and soothe acne prone skin. Proactiv clears existing blemishes, soothes inflammation and redness, and helps to prevent new breakouts from occurring. Proactiv Solution has a complete line of products, beyond the 3-Step System, including moisturizers, sunscreens, spot treatments and body washes formulated specifically for acne prone skin.
Proactiv, developed by Drs. Rodan and Fields, celebrates its 15-year anniversary in June 2010. It has been used successfully by millions of women, men and teens around the world. The iconic 3-Step System, along with other products in Proactiv''s extensive skin care line, have been recognized with 27 coveted awards and honors from the beauty and health industry.
Proactiv Solution is distributed by Guthy-Renker and can be purchased by calling (888) 819-2019 or online at www.proactiv.com.
Guthy-Renker is one of the largest and most respected direct marketing companies in the world, with distribution in 61 countries. Since 1988, Guthy-Renker has discovered and developed dozens of well-loved, high quality consumer products in the beauty, skincare, entertainment and wellness categories. Known for moving, award-winning productions and marketing campaigns featuring some of today''s biggest stars, Guthy-Renker has been credited with transforming the broadcast direct marketing industry.
Co-Founders and Co-Chairmen Bill Guthy and Greg Renker have set industry standards for trust, integrity and best practices and have been invited to testify before regulators to help shape industry governing policies. Greg Renker, a founding member of the Electronic Retailing Association, was elected the first chairman of the Executive Committee and Board of Directors of the organization, for which he now serves as Chairman Emeritus.
Nearly 15 years ago, Guthy-Renker introduced Proactiv leveraging its unique style of marketing to bring a revolutionary new approach to acne treatment direct to consumers. Proactiv has become a best selling acne treatment all over the world, helping millions achieve the goal of clear skin.
Guthy-Renker has a superior track record of customer satisfaction for more than 20 years. Its direct to consumer model allows consumers to purchase products at a guaranteed low monthly price with generous extended return policies.
Guthy-Renker is headquartered in Palm Desert, CA; and has offices in Santa Monica, CA; San Francisco, CA; London; Beijing; Tokyo; New Zealand; and Sydney, Australia. For more information, visit http://www.guthy-renker.com/
HealthStar Public Relations
Traci Tournoux, 646-722-8830
Corrie Murphy, 310-581-6254