Proactiv Solution

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Proactiv Solution is an over-the-counter topical, Benzoyl Peroxide-based bactericidal for the treatment of mild to moderate forms of acne. Co-developed by two dermatologists Dr. Katie Rodan and Dr. Kathy Fields, Proactiv Solution was first marketed and distributed by the direct response marketer Guthy-Renker in 1994 through 30 minute infomercials and later through the internet and kiosks at national mall outlets[1] to as many as 10 million reported customers.[2] Proactiv Solution was among the first commercially marketed treatments to implement emerging clinical findings from the late 1970s and mid 80s, which demonstrated the acne-fighting benefits of Combination Therapy[3][4] and potential efficacy of a milder 2.5% Benzoyl Peroxide[5] vs. the until then commonly prescribed 5% and 10% strengths of name-brand OTC spot treatments. Even as recently as the mid 90s, the concept of treating acne with a daily regimen of preventative medications was still considered new,[6] but the Rodan and Fields combination approach of an exfoliation plus 2.5% Benzoyl Peroxide,[7] and non-comedogenic moisturizer to reduce drying of the skin[8][9] has since become accepted as an industry standard treatment among dermatologists[10][11][12] and has been adopted and further accepted by other acne skin care brands.

Contents

[edit] Product Description

The Proactiv system comprises three different core products: a cleanser, toner and lotion.

[edit] Indications and Possible Side Effects

According to the company's website, Proactiv Solution was created to treat mild to moderate cases of acne. Like most antibacterials for treating acne, Proactiv Solution uses Benzoyl peroxide as one of the main active ingredients. Benzoyl peroxide may cause dryness and peeling of the skin. Side effects include: allergic reactions such as redness, itching, hives, swelling and a burning sensation after topical application. Benzoyl peroxide may also cause increased sensitivity to sunlight and induce collar-specific discoloration of clothes. As an alternative product, Proactiv Solution has marketed the Gentle Formula kit, containing Salicylic acid instead of Benzoyl Peroxide. The Gentle kit is for those who are allergic to Benzoyl peroxide or for the elderly who might have very sensitive skin, although it is unclear whether or not Salicylic acid can also cause these side effects.

[edit] Sales and marketing strategies

In North America, Proactiv Solutions is sold mainly through infomercials, as advertised by Guthy-Renker, at mall kiosks, and online. Buyers may be entered into a subscription business model.[13][14]

[edit] Celebrity Spokespeople

Guthy-Renker's marketing campaigns make heavy use of celebrity spokespeople, recounting their "true-life" stories of using the product.

[edit] References

  1. ^ WallStreetJournal.online: http://webreprints.djreprints.com/1711060872734.pdf
  2. ^ PalmBeachPost.com: http://www.cosmeticbootcamp.com/articles/Forget_foundation.pdf
  3. ^ http://www.ncbi.nlm.nih.gov/sites/entrez?Db=pubmed&Cmd=ShowDetailView&TermToSearch=158570&ordinalpos=1&itool=EntrezSystem2.PEntrez.Pubmed.Pubmed_ResultsPanel.Pubmed_RVAbstractPlus
  4. ^ http://www.ncbi.nlm.nih.gov/sites/entrez?Db=pubmed&Cmd=ShowDetailView&TermToSearch=6162349&ordinalpos=1&itool=EntrezSystem2.PEntrez.Pubmed.Pubmed_ResultsPanel.Pubmed_RVAbstractPlus
  5. ^ http://www.ncbi.nlm.nih.gov/sites/entrez?Db=pubmed&Cmd=ShowDetailView&TermToSearch=2948929&ordinalpos=1&itool=EntrezSystem2.PEntrez.Pubmed.Pubmed_ResultsPanel.Pubmed_RVAbstractPlus
  6. ^ PalmBeachPost.com: http://www.cosmeticbootcamp.com/articles/Forget_foundation.pdf
  7. ^ http://www.webmd.com/skin-problems-and-treatments/Acne/Acne-Vulgaris-Treatment-Overview
  8. ^ http://www.aad.org/public/News/NewsReleases/Press+Release+Archives/Acne/millions.htm
  9. ^ http://www.aad.org/NR/rdonlyres/598DBF97-9565-4B89-9DCE-1879290F1C7F/0/DIFall00.pdf#page=16
  10. ^ http://www.skincarephysicians.com/acnenet/tips_acne_medication.html
  11. ^ http://www.skincarephysicians.com/acnenet/treatingmildacne.html
  12. ^ http://www.aad.org/public/News/NewsReleases/Press+Release+Archives/Acne/millions.htm
  13. ^ ProActiv Complaints at Ripoffreport.com
  14. ^ ProActiv Complaints at Complaints.com

[edit] External links

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