Three New Faces for Proactiv Acne Treatment

Guthy-Renker is as much a talent agency as it is a direct-sales company. The maker of Proactiv skin care has signed pop music stars Katy Perry and Avril Lavigne, as well as actress Jenna Fischer to promote the acne remedy. Prior to this signing, Proactiv has been promoted by the likes of Vanessa Williams and Jessica Simpson. Others in the Proactiv lineup include Mandy Moore, Jennifer Love Hewitt, Ryan Sheckler and Julianne Hough.

The new spots launch this month and Guthy-Renker will reportedly spend $200 million on ad time worldwide for Proactiv this year, primarily on one-minute, two-minute and 30-second commercials.

Proactiv’s sales were around $830 million last year, accounting for more than half of Guthy-Renker’s estimated $1.5 billion in 2009 revenues. Proactiv is carried in 58 countries, and about 40% of its sales are from outside of the U.S.