Palm Desert, CA
Sales: $1.3 billion (estimated) for personal care products. Corporate sales: $1.8 billion.
Key Personnel: Bill Guthy and Greg Renker, co-founders and co-chairmen; Lenny Lieberman, shareholder and board member; Kevin Knee, vice chairman and chief financial officer; Ben Van de Bunt, shareholder and board member; Seth Radwell, president and chief marketing officer; Georg Richter, president and chief operating officer.
Major Products: Cosmetics and personal care brands including Proactiv, Meaningful Beauty, Wen Hair Care, Sheer Cover, X Out, Principal Secret, Natural Advantage.
New Products: ProActiv+, Sheer Cover Studio, Wen SixThirteen Ultra Nourishing Cleansing Treatment, Anti-Frizz Styling Crème and Straightening Smoothing Gloss.
Comments: Proactiv accounts for half of Guthy-Renker’s $1.8 billion in sales, according to industry sources. Meaningful Beauty’s sales are around $200 million.
Proactiv sales should get a lift from the February launch of Proactiv+, which features Smart Target benzoyl peroxide technology, according to Proactiv+ developers Dr. Katie Rodan and Dr. Kathy Fields. According to Rodan and Fields, in the past, the challenge for topical acne medicines has been getting them into the pores and off the skin’s surface where they can cause dryness and irritation. Now, with the Smart Target technology, the micronized benzoyl peroxide is drawn into the pore with laser-like precision to kill acne-causing bacteria. With more medicine in the pore, acne blemishes clear faster and breakouts decrease. Also key is the introduction of a prebiotic, omegas and kojic and glycolic acids into the 3-Step System for enhanced hydration and overall brightening.
“We want our customers to see their skin and their lives flourish. Our passion for acne treatment guided us through many years of research and clinical studies and the creation of new formulas for improved effectiveness,” said Rodan.
Adds Fields, “Proactiv+ can take customers beyond having clearer skin to help them achieve the best skin they’ve ever had. They can achieve a luminous, healthy-looking complexion with smaller-looking pores and visibly softer, smoother, more even-toned skin.”
It may seem like a contradiction in terms, but Bill Guthy and Greg Renker brought class to the infomercial concept—no screaming spokespeople making outlandish claims.. For their efforts, Response Magazine inducted them into the Direct Response Hall of Fame’s inaugural class earlier this year.