Cherry spot stick

It’s an expensive cover up

Katy Perry has signed a $4M deal to be the face of Proactiv acne cream. She joins Avril Lavigne who has also signed a lucrative contract to become the newest spokesmodel for the Proactiv Solution brand worldwide.The two singers will appear in commercials aired in 58 countries. The brand is gearing up for a major marketing campaign as it looks to compete directly with Johnson’s Clean and Clear range in the youth sector.

“We are paying people consistent with what we have done in the past – millions of dollars”, said Ben Van de Bunt, a spokesman for the brand, in defense of the endorsement figure.

Previous ad campaigns have featured numerous musicians including Alicia Keys, Jessica Simpson, P Diddy and Mandy Moore. TV commercials and print ads featuring the two new female ambassadors will be released at the end of the month.

So What?: Katy Perry is an on-brand girl. Literally. Avril Lavigne has also racked up a number of brand alignments over the years (Canon and Kohl’s, etc). Overall endorsements can be an expensive business for a brand, but beauty products usually have much to gain from these payouts if handled correctly.  Aligning with artists works for the Proactiv brand as it generally positions them with context, often in their own mini infomercials. As Kelly Clarkson said: “my skin is my job and I obviously don’t want to look like a pizza”.  It’s this grounding in the everyday that sets them apart from the ‘hold it and smile’ endorsements usually prevalent in the beauty sector.

“Neither artist has released a great deal of new music lately, so this keeps their visibility high around the world between albums and tours. The PSA-style adverts also aim to make the singers feel closer to the teens buying Proactiv by implying they are just “girls-next-door-who-struggle-with-their-skin” as well as performers.”
Ruth Mortimer, Associate Editor, Marketing Week

www.proactiv.co.uk