Lianna Albrizio, Assistant Editor 12.20.21
The Proactiv Company, known for its transformational three-step acne solution Proactiv, is changing its name. It’s the first rebranding since its introduction into the skin care market 27 years ago developed by dermatologists Katie Rodan and Kathy Fields by Guthy-Renker.
Its new name reflects the wonders the skincare product has worked for more than 20 million customers: Alchemee.
“We’re rooted in science and all alchemists at heart,” said global General Manager Shannon Pappas. “The ‘me’ is a focus on consumers and how do we bring to the consumer in an individualized and personal way.”
The name change taps into the origins of Proactiv to expand its skin care offering to go beyond the scope of acne to treat other common skin conditions like rosacea, eczema, psoriasis and dermatitis.
Alchmee’s first new brand, Restorative Elements, debuts in January followed by In Defense of Skin at a later date. Restorative Elements’ target audience is post-acne adults who are seeking to eliminate dark marks from acne, hyperpigmentation, melasma and sun aging. Restorative Elements, which aims to help consumers restore their skin to its natural state, will be anchored in clinically-proven, dermatologist-developed and regimen-driven solutions.
A diagnostic tool is also being rolled out in the form of a personalized quiz developed by dermatologists, who will disseminate information customers can benefit from about various skin conditions.
“It’s a really helpful tool,” said Pappas. “The better we know our customers and the better our customers know themselves, the more successful we’re all going to be in solving and treating the issues that they have.”
While the parent company’s name will change, the Proactiv brand remains intact and Alchemee will continue to nurture it, Pappas said.
The classic three-step solution includes renewing cleanser, revitalizing toner and repairing treatment. Active ingredients include benzoyl peroxide, which kills acne-causing bacteria, and glycolic acid, an exfoliating alpha hydroxy acid that unclogs pores. The brand also markets ProactivMD. This three-step system contains prescription-strength retinoid and adapalene gel, which fights acne breakouts at the cellular level. Other products are a soothing cleanser and a gentle, hydrating moisturizer.
The Proactiv brand also has a three-step acne treatment designed for more sensitive skin. Comprised of an exfoliator, pore targeting treatment and complexion perfection hydrator, skin stays hydrated while its smart target technology benzoyl peroxide destroys acne-causing bacteria while minimizing dryness and irritation.
To ensure Alchmee’s products are conveniently accessible, the new brand will use an omni-channel approach to reach customers everywhere including digital, direct-to-consumer and social channels, predominantly, TikTok, YouTube and Instagram.
“Our focus is on our customer and we’re relentlessly focused on finding solutions that make our customers successful in whatever their skin care journey is and building confidence for life,” said Pappas.
To learn more about Alchmee, go to www.alchmee.com.