Sales: $1.4 billion (estimated) for personal care products. Corporate sales: $1.8 billion.
Key Personnel: Bill Guthy and Greg Renker, founding principals and co-chairmen; Kevin Knee, vice chairman and chief financial officer; Ben Van de Bunt, chief executive officer; Lenny Lieberman, chief creative 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: Reclaim with Argireline.
Comments: Who could of imagined that when Hall of Fame quarterback Fran Tarkenton began pitching products for Guthy-Renker that he would eventually hand the ball off to the likes of Victoria Principal, Cindy Crawford and Chaz Dean? In 1987, the ex-Viking and New York Giant signed on with Bill Guthy and Greg Renker to star in infomercials to promote “Think & Grow Rich,” a series of books and lectures by Napoleon Hill that grossed $10 million in its first year.
That success convinced Guthy and Renker to form Guthy-Renker in 1988 and in quick succession they introduced the world to Tony Robbins and Personal Power (1989), the Principal Secret (1991), Perfect Smile (1993), Power Trainer and Proactiv (1995), Youthful Essence and Natural Advantage (2000), Sheer Cover (2003), Meaningful Beauty (2004), Proactiv (2005), Wen by Chaz Dean (2006), X Out (2011) and Proactiv Plus (2013). The hero brand remains Proactiv, which accounts for nearly $1 billion of Guthy-Renker’s sales. No wonder why G-R can afford to pay celebrity spokespersons such as Katy Perry and Justin Bieber $2-3 million per infomercial.
The newest Proactiv+ celebrity spokesperson is Cassadee Pope, Season 3 winner of “The Voice” and CMT’s Breakthrough Video of the Year award winner. The singer is featured in commercials and digital spots airing this summer.
“Cassadee is a talented singer and songwriter who has gained trust with fans around the world by sharing her vulnerability and fun-loving personality through her lyrics. She is a great partner to share her personal acne story on how Proactiv+ made her feel, look and act like the powerhouse she is,” said Renker.
Exclusive videos, photos and information from Pope’s Proactiv+ shoot will be available soon on Proactiv’s social channels, including Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.