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Proactiv

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Proactiv Solution is an over-the-counter topical treatment for mild to moderate forms of acne, widely known for being marketed in Guthy-Renker infomercials. Like many acne treatments, the active ingredient is benzoyl peroxide, along with other ingredients such as moisturizers and exfoliants.

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 is allergic to benzoyl peroxide and may experience reactions such as redness, itching, hives, swelling and a burning sensation after topical application.[1] Benzoyl peroxide may also cause increased sensitivity to sunlight and induce color-specific discoloration of clothes. For those who may be sensitive or allergic to benzoyl peroxide, Proactiv Solution has marketed the Gentle Formula kit, containing salicylic acid instead of benzoyl peroxide, although it is unclear whether or not salicylic acid can also cause these side effects.

Infomercials and celebrity spokespeople

For several years Judith Light was "the face of Proactive" acting as their exclusive celebrity on-camera spokeswoman. During this time Judith hosted several infomercials, appeared in commercials, ads and in live-TV segments on QVC.

Guthy-Renker's marketing campaigns make heavy use of celebrity spokespeople (including Vanessa L. Williams, Alyssa Milano, Jennifer Love Hewitt, Ryan Sheckler, Jessica Simpson, Michala Banas, Delta Goodrem, Katy Perry, Justin Bieber[2], Julianne Hough, Alicia Keys, Avril Lavigne, Jenna Fischer, Mandy Moore and Jennifer Aniston), 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".

The product currently sells in the United States in 30-day supplies for $19.95.

References

  1. ^ "Beautiful Skin: Every Woman's Guide to Looking Her Best at Any Age".
  2. ^ Justin Bieber is Proactiv, retrieved 2010-08-08
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