Singer-Songwriter Katy Perry Signs On to Tell Proactiv(R) Story
Katy Will Tell Her Personal Acne Story to Millions as Part of the #1 Acne System's New Launch
PALM DESERT, Calif., Jan. 15 /PRNewswire/ -- Guthy-Renker announced today that multi-platinum superstar Katy Perry has signed on to appear in television spots and online marketing campaigns sharing her personal experience fighting acne and finding Proactiv® Solution. Katy will play an integral role in the leading acne system's exciting new 2010 campaign which will introduce new technology and services. In keeping with a nearly 15-year tradition of real celebrity customer endorsements, Katy will tell her personal story of how she struggled with acne and how Proactiv® helped her take control.
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The Grammy-nominated artist -- adored for her larger-than-life charisma and pin-up girl style -- exudes confidence on the stage and in front of the camera. Yet, Katy's confidence was shaken by acne.
"Acne really made me want to hide. I'd wear makeup to bed or stay in if I had a bad breakout," said Katy. "I've tried so many things, and because I really pride myself on being a real person – someone who gives hugs, not handshakes – I want to tell people about my experience. My fans know that I would never get behind something if I didn't really believe in it. Since I started using Proactiv I've seen a massive change in my face and my confidence. I really believe in Proactiv, and I think, if I know that answer, I should tell you, 'I've got the secret, here's the secret, please take it!'"
"We're very excited to be working with Katy. She's a beautiful woman with a unique style and she is a huge believer in Proactiv. She's had great results with the system," said Lenny Lieberman, head of GR Studio, which oversees all production for Guthy-Renker.
"Katy's struggles with acne are documented in photos all over the Web. We are delighted she found her way to Proactiv, and that her success story is real and relatable," said Lieberman. "If someone as confident as Katy can be impacted by breakouts, it sends a message out to parents and teens that acne can be serious and difficult to deal with, emotionally and physically. Katy will make people take notice and hopefully take action."
Since the 2007 digital release of her single "Ur So Gay," Katy Perry has gone from internet music sensation to bona fide star. Her multi-platinum debut album, "One of the Boys," has sold nearly 5 million copies worldwide and has generated four hit singles – "I Kissed a Girl," "Hot N Cold," "Thinking of You" and "Waking Up in Vegas" – three of which reached No. 1 on the Billboard charts. Katy, who was awarded Best New Act at the MTV Europe Music Awards and voted Best New Artist by readers of Rolling Stone, is fresh off her sold-out "Hello Katy" worldwide tour and recently hosted the 2009 MTV Europe Music Awards.
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.newproactiv.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.
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