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Proactiv

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Proactiv Solution is an over-the-counter topical benzoyl peroxide-based bactericidal for the treatment of mild to moderate forms of acne. The name "Proactiv" is derived from the word proactive, meaning to take the initiative. Co-developed by two dermatologists, Dr. Katie Rodan and Dr. Kathy Fields, Proactiv Solution was first marketed and distributed by the direct response marketer Guthy-Renker in 1994 through 30 minute infomercials and later through the Internet and kiosks at national mall outlets[1] to as many as 10 million reported customers.[2] Proactiv Solution was among the first commercially marketed treatments to implement emerging clinical findings from the late 1970s and mid 80s, which suggested the acne-fighting benefits of Combination Therapy[3][4] and potential efficacy of a milder 2.5% benzoyl peroxide[5] vs. the until then commonly prescribed 5% and 10% strengths of name-brand OTC spot treatments. Even as recently as the mid '90s, the concept of treating acne with a daily regimen of preventative medications was still considered new,[2] but the Rodan and Fields combination approach of an exfoliation plus 2.5% benzoyl peroxide[6] and non-comedogenic moisturizer to reduce drying of the skin[7][8] has since become accepted as an industry standard treatment among dermatologists[7][9][10] and has been adopted and further accepted by other acne skin care brands.

Proactiv Solution currently sells one month supplies for USD $19.95.

Indications and possible side effects

According to the company's website, Proactiv Solution was created to treat mild to moderate cases of acne. Like most antibacterials for treating acne, Proactiv Solution uses benzoyl peroxide as one of the main active ingredients. Benzoyl peroxide may cause dryness and peeling of the skin. Approximately 5 percent of the population[11] is allergic to benzoyl peroxide and may experience reactions such as redness, itching, hives, swelling and a burning sensation after topical application. Benzoyl peroxide may also cause increased sensitivity to sunlight and induce collar-specific discoloration of clothes. For those who may be sensitive to benzoyl peroxide, Proactiv Solution has marketed the Gentle Formula kit, containing salicylic acid instead of benzoyl peroxide. The Gentle kit is for those who are allergic to benzoyl peroxide or for anyone who cannot use benzoyl peroxide or for those with very sensitive skin, although it is unclear whether or not salicylic acid can also cause these side effects.


Celebrity spokespeople

Guthy-Renker's marketing campaigns make heavy use of celebrity spokespeople, recounting their "true-life" stories of using the product. In the United States, the Federal Trade Commission mandates that celebrities must use the products they endorse.


Advertisements run in Australia for Proactiv contain the disclaimer "Results not typical".

References

  1. ^ WallStreetJournal.online: http://webreprints.djreprints.com/1711060872734.pdf
  2. ^ a b PalmBeachPost.com: http://www.cosmeticbootcamp.com/articles/Forget_foundation.pdf
  3. ^ Handojo I (1979). "The combined use of topical benzoyl peroxide and tretinoin in the treatment of acne vulgaris". Int. J. Dermatol. 18 (6): 489–96. doi:10.1111/j.1365-4362.1979.tb01956.x. PMID 158570.
  4. ^ Cotterill JA (1980). "Benzoyl peroxide". Acta Derm Venereol Suppl (Stockh). Suppl 89: 57–63. PMID 6162349.
  5. ^ Mills OH, Kligman AM, Pochi P, Comite H (1986). "Comparing 2.5%, 5%, and 10% benzoyl peroxide on inflammatory acne vulgaris". Int. J. Dermatol. 25 (10): 664–7. doi:10.1111/j.1365-4362.1986.tb04534.x. PMID 2948929. {{cite journal}}: Unknown parameter |month= ignored (help)CS1 maint: multiple names: authors list (link)
  6. ^ Acne Vulgaris-Treatment Overview
  7. ^ a b http://www.aad.org/public/News/NewsReleases/Press+Release+Archives/Acne/millions.htm
  8. ^ http://www.aad.org/NR/rdonlyres/598DBF97-9565-4B89-9DCE-1879290F1C7F/0/DIFall00.pdf#page=16
  9. ^ 7 Tips for Getting the Most Out of Your Acne Treatment
  10. ^ Treating Mild Acne
  11. ^ http://books.google.com/books?id=d55QnU46PtsC&pg=PA39&lpg=PA39&dq=percentage+of+the+population+that's+allergic+to+benzoyl+peroxide&source=web&ots=VuBpbp1WxY&sig=QN4rXzEqJETOcs17BGPyQqZgWkk&hl=en&sa=X&oi=book_result&resnum=1&ct=result#PPA39,M1
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