The Proactiv Company Rebrands as Alchemee

The Proactiv Company has announced a rebrand and repositioning under a new name, Alchemee. 

 

Rooted in the company's history of leveraging science to create effective and powerful wellness solutions, the change reflects a part of the organization's ever-evolving vision to empower people with the confidence and comfort that comes from healthier skin. 

 

Alchemee, derived from the foundational principle that consumers are all alchemists at heart, will tap into the origins of Proactiv with a focus on evaluating different chronic skin conditions and developing scientifically proven, efficacious regimens that help consumers both within and expanding beyond the acne space. With new brands that are currently in development, the company will employ a holistic approach to maintain, treat, correct and restore healthy, clean skin.

 

“We're on a mission to become the leading global science-backed, regimen-based skincare company guided by the needs of our customers as well as the latest research, products and trends,” said Shannon Pappas, Alchemee general manager. “Our new brand development strategy keeps our customers and industry trends top of mind and we are continuing to lean into our long-standing partnerships with leading experts in the field while pushing forward to develop science-backed innovation. Not everyone has access to a dermatologist's office and that's where Alchemee can step in.”

 

Beyond Proactiv, the first new brand to emerge from the new portfolio will be Restorative Elements in early 2022. The brand will focus on skin discoloration and will be anchored in clinically proven, dermatologist-developed and regimen-driven solutions. Following the launch, Alchemee will be introducing new brands and products into its portfolio to address common skin conditions like hyperpigmentation, psoriasis, eczema and dermatitis.

 

Along with category expansion, Alchemee is prioritizing accessibility and pushing forward a full omni-channel approach to ensure products are available where the brand's customers are – from digital and social to retail and DTC channels. 

 

The company will also be revamping its call center procedures to provide highly-personalized one-on-one assistance throughout the customer's skincare journey, from education to purchase to trial.

 

Company officials say Alchemee’s launch stems from the company's heritage as pioneers in the proactive acne care category through the powerhouse brand, Proactiv. Since its 1995 launch, Proactiv had helped more than 20 million customers achieve clear skin.