Universidad De Manila

659 – A Cecilia Muñoz St, Ermita, Manila, 1000 Metro

College of Business Administration

“Proactiv”

Submitted by:

Aquino, Daneza R.

Gaganti, Christine Mae A.

Ilagan, Venus L.

Laureano, Airha Mae I.

Lisbe, Girlie Ann E.

Lusterio, Audrey Belle Natsue

Talas, Allen Mae S.

Submitted to:

Ms. Shirly D. Cusay-Yu, CPHR, BBM, MBA-TEP, LLb , AB Psychology

 Universidad De Manila
659 – A Cecilia Muñoz St, Ermita, Manila, 1000 Metro
College of Business Administration

EXECUTIVE SUMMARY

Proactiv is an American skincare brand that has been in business for quite some time.
According to study, what keeps or keeps the brand on the top or trend, aside from being
effective, is how they promote their items. Furthermore, the company's sales have
demonstrated that its product marketing is effective. They use different artists to endorse their
products which is a very effective way to attract customers as people would buy products that
their idols use or promote as a sign of support. Some of their endorsers include Kendal Jenner,
a famous model, and influencer; Adam Levine, an American singer; Katy Perry, Justin
Bieber; Julianne Hough, and even Alex Gonzaga from the Philippines. Given how prominent
or famous their endorsers are, it makes them even more famous, and each fan of these artists
gets to know them. Aside from those artists they pay to endorse, some artists promote and use
their products even though they weren't paid for them, like Hyram, an influencer from
America. Many people look up to him, especially regarding skincare products or brands;
everything he recommends is undoubtedly a must-buy.

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 Universidad De Manila
659 – A Cecilia Muñoz St, Ermita, Manila, 1000 Metro
College of Business Administration

TABLE OF CONTENTS

A. EXECUTIVE SUMMARY ……………………………………………………………. i

B. TABLE OF CONTENT …..…………………………………………………………… ii

C. INTRODUCTION .…………….....….…………………...……………………………. 1

D. BODY….……………. ……………...…………………………………………………. 2

E. CONCLUSION…………. ………………..……………………………………………. 3

F. REFERENCES …………………………..……………………….……..……………… 4

G. APPENDIX …..…..……………………………………………..……………………… 5

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 Universidad De Manila
659 – A Cecilia Muñoz St, Ermita, Manila, 1000 Metro
College of Business Administration

INTRODUCTION

Guthy-Renker, a California-based direct marketing business with celebrity

endorsements, launched Proactiv, a skin-care product brand developed by two
American doctors, Katie Rodan, and Kathy A. Fields, in 1995. Although the company's
product portfolio includes moisturizers, body washes, and treatment items, it is most
known for its three-step anti-acne kit, which consists of a cleanser, toner, and lotion.
Proactiv+, a three-step kit reformulation, was introduced in 2013, and Adapalene-
powered ProactivMD will be available in 2017. Proactiv is one of the most successful
skincare brands of all time, thanks to celebrity endorsements and infomercials,
according to the Journal of Clinical and Aesthetic Dermatology. Alchemee/Taro
Pharmaceutical Industries Ltd. owns the Proactiv brand.

The main products of the brand are three-step kits that include a cleanser,
toner/treatment, and lotion/moisturizer and sell for $36 per month in the United States.
Proactiv should be used by customers who have mild to moderate acne. Proactiv, which
contributes for over half of Guthy-Renker's sales, is marketed and distributed by the
firm. In 2010, Proactiv generated $800 million in sales. The United States accounted
for 70% of total sales in 2007.

Through a collaboration between American Kiosk Management and Guthy-

Renker, the product is offered at various stores, including Boots in the United Kingdom
and kiosks and vending machines in malls and airports. However, Guthy-Renker sells
the product primarily online or through a toll-free number; in 2010, 60% of Proactiv
orders were placed online. Proactive began offering its products at Ulta Beauty in 2016.

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 Universidad De Manila
659 – A Cecilia Muñoz St, Ermita, Manila, 1000 Metro
College of Business Administration

BODY

Target Market ProActive Company designed for men and women, adults and teens,
specifically for acne-prone skin, Proactiv delivers finely-milled benzoyl peroxide deep
into your pores to help stop acne-causing bacteria in its tracks and prevent new
breakouts from forming. Proactiv takes advantage of the latest skincare science to help
clear acne, work to prevent future breakouts, and give you great skin again and again.

The cognitive theory of learning underlies the use of celebrity endorsers because,
according to this theory, we can hear them ranting about themselves in the videos,
saying things like, "I don't have confidence because of my skin and acne." For example,
Kendall and Katy Perry became insecure due to acne and received hate comments, so
they lose confidence. However, they used ProActive skincare, which helped them feel
more confident in front of people. After all, it educates us and rewards us for our
behavior. Every time you use this, you will hear a motivational message and educational
endorsement that can help you become more confident and proud of everything.

The effectiveness of this theory, which uses modeling as its cognitive learning theory,
can help everyone who experiences the same situation or problem with their skin.
Kendall Jenner says this product helps her regain confidence and be more proud. It is a
way to show people how a known celebrity uses the product based on their experiences.
It shows that the cognitive learning theory used by ProActiv affects the buying behavior
of prospective customers. Using modeling can help them be recognized by fans of that
celebrity, who will also check out and use the product they are selling. According to
Kendall Jenner, ProActiv has different formulas in every country, so it has different
results for every skin type. Using this theory helps ProActiv reach consumers who
struggle with breakouts and other skin problems. It shows the results based on the skin
type for consumers with the same skin type to try on. This theory improves our
comprehension when trying new subjects or products. The consumers can have a deep
understanding of the product. They use their thoughts and feelings about the product to
gain more information.

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 Universidad De Manila
659 – A Cecilia Muñoz St, Ermita, Manila, 1000 Metro
College of Business Administration

CONCLUSION

In conclusion, skin care products were made to boost our confidence and reduce our
insecurities. This Proactiv skin care is FDA-approved, so it is safe to use. Most of the
influencers who endorsed this product are well-known; they are famous not just in their
country but also in different countries in the world. Upon hearing their stories, we could
tell that Proactiv's skin care product serves its purpose very well for them. Investing in
high-end skin care products is better than buying a cheaper product in the market that
can ruin your skin even more. In terms of taking care of your skin, make sure that the
product you use is FDA-approved and safe. Always consult a skin care professional if
you have sensitive skin, and also check the ingredients and do some research if you are
not familiar with certain ingredients. Always remember that every cent of your money
should be spent wisely and is worth it. This lesson taught us that beauty and taking care
of your skin are signs of confidence.

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 Universidad De Manila
659 – A Cecilia Muñoz St, Ermita, Manila, 1000 Metro
College of Business Administration

REFERENCES

https://www.proactiv.com/proactiv-
solution#:~:text=Designed%20specifically%20for%20acne%2Dprone,prevent%20ne
w%20breakouts%20from%20forming

Paid Partnership

https://youtu.be/j0HWy6_SaD0

https://youtu.be/F5bchOcvzu0

https://youtu.be/89mNO32PD-U

https://youtu.be/-ycrbaXipHw

https://youtu.be/FAYkLQZ3AZc

https://youtu.be/HjSdOmG_uqE

Not Paid Partnership

https://youtu.be/AW5Hg5dv0vk

https://youtu.be/fiR3DFZcjns

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 Universidad De Manila
659 – A Cecilia Muñoz St, Ermita, Manila, 1000 Metro
College of Business Administration

APPENDIX A
KENDALL JENNER, ADAM LEVINE, 2016 KATY PERRY, 2011
2019
“A lot of people have seen "Nobody is proud of having "You would think I would
me struggling with acne acne. It isn't fun. It just be the most confident
mostly through paparazzi sucks," person, but the most
photos or the Golden confident person still has
Globes, I had exhausted all their moments and a lot of
https://youtu.be/F5bchOcvz
other options and [decided my most insecure moments
u0
to] try Proactiv. It really related to my skin
worked for me. I feel great problems,"
on the inside and out.”
https://youtu.be/j0HWy6_S
https://youtu.be/89mNO32
aD0
PD-U

JUSTIN BIEBER, 2010 JULIANNE HOUGH, HYRAM & GABRIELA

2008 CARILLO (VLOGGER)

"I hold a mic up to my chin
a lot so I was starting to get
acne on my chin,"
https://youtu.be/-
ycrbaXipHw
"If you're anything like me,
your skin is not always
clear,"
https://youtu.be/FAYkLQZ
3AZc
Talks about the truth in
Proactiv
https://youtu.be/AW5Hg5d
v0vk

Shows her 3 months result

in using Proactive

https://youtu.be/fiR3DFZcjns