Proactiv(R) Introduces New Micro-Crystal Technology and Unprecedented Customer Access to Expert Acne Treatment Advice

New Proactiv® is Designed to Penetrate Pores Fast to Gently and Effectively Treat Acne; Customer Experience Becomes a Virtual Visit to the Dermatologist

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Proactiv

Jan 13, 2010, 04:33 ET

PALM DESERT, Calif., Jan. 13 /PRNewswire/ -- Proactiv®, the trusted leader in acne treatment for 15 years, today introduced new Proactiv®, the same effective formula that revolutionized the treatment of acne now enhanced with exclusive micro-crystal benzoyl peroxide. This innovation of the active acne-fighting ingredient designed to penetrate even clogged pores quickly is the first change to the original Proactiv since its launch. Current Proactiv customers report faster and gentler results with new Proactiv.

(Photo: http://www.newscom.com/cgi-bin/prnh/20100111/NY35064 )

New Proactiv will be available on January 18, launching on television with a cast of all new Proactiv celebrities and exclusive enhancements to the Proactiv customer experience. Customers will receive unmatched access to round-the-clock guidance and support from trained Skin Care Advisors, as well as new online tools including Proactiv® Day One – a comprehensive online support system to help customers get the best possible treatment experience literally from Day One.

"It has been estimated that 85 percent of the 40-50 million Americans suffering with acne attempt to self-treat their condition," said Dr. Katie Rodan, dermatologist and co-developer of Proactiv. "We created Proactiv to help people effectively manage this chronic and often devastating problem. From the beginning, Proactiv offered education about acne through our infomercial and now, we're expanding that education with innovative online support and trained Skin Care Advisors available 24/7. We want our customers to know we care about them and are dedicated to their success."

Dr. Rodan and Dr. Kathy Fields, dermatologist and Proactiv co-developer, traveled the country together to personally train Proactiv Skin Care Advisors. Now, this highly skilled group of experts is available to help customers in a whole new way – acting as acne-treatment coaches helping people reach their goal of a consistently clear complexion.

"Not everyone can get access to a dermatologist or insurance to cover an office visit," said Dr. Kathy Fields. "As doctors, we've been dedicated to treating acne since we began practicing medicine, and we wanted to do everything we could to extend our knowledge and expertise to benefit as many people as possible."

In addition to ongoing training of Proactiv Skin Care Advisors, Drs. Rodan and Fields will be available to personally respond to email questions, giving Proactiv customers access to the expertise of world-renowned dermatologists – without the expense or hassle of an office visit.

About Proactiv®

Proactiv® Solution, the world's best selling acne system, is a leader in acne prevention and treatment formulated to offer consumers the opportunity for a lifetime of smooth, clear, healthy-looking skin. Now with new micro-crystal benzoyl peroxide, Proactiv utilizes Combination Therapy® to directly target the root causes of acne – bacteria, oil production, and dead skin cell build up – and heal and soothe acne prone skin. Proactiv clears existing blemishes, soothes inflammation and redness, and helps to prevent new breakouts from occurring. Proactiv Solution has a complete line of products, beyond the 3-Step System, including moisturizers, sunscreens, spot treatments and body washes formulated specifically for acne prone skin.

Proactiv, developed by Drs. Rodan and Fields, celebrates its 15-year anniversary in June 2010. It has been used successfully by millions of women, men and teens around the world. The iconic 3-Step System, along with other products in Proactiv's extensive skin care line, have been recognized with 27 coveted awards and honors from the beauty and health industry.

Proactiv Solution is distributed by Guthy-Renker and can be purchased by calling (888) 819-2019 or online at www.newproactiv.com.

About Guthy-Renker

Guthy-Renker is one of the largest and most respected direct marketing companies in the world, with distribution in 61 countries. Since 1988, Guthy-Renker has discovered and developed dozens of well-loved, high quality consumer products in the beauty, skincare, entertainment and wellness categories. Known for moving, award-winning productions and marketing campaigns featuring some of today's biggest stars, Guthy-Renker has been credited with transforming the broadcast direct marketing industry.

Co-Founders and Co-Chairmen Bill Guthy and Greg Renker have set industry standards for trust, integrity and best practices and have been invited to testify before regulators to help shape industry governing policies. Greg Renker, a founding member of the Electronic Retailing Association, was elected the first chairman of the Executive Committee and Board of Directors of the organization, for which he now serves as Chairman Emeritus.

Nearly 15 years ago, Guthy-Renker introduced Proactiv leveraging its unique style of marketing to bring a revolutionary new approach to acne treatment direct to consumers. Proactiv has become a best selling acne treatment all over the world, helping millions achieve the goal of clear skin.

Guthy-Renker has a superior track record of customer satisfaction for more than 20 years. Its direct to consumer model allows consumers to purchase products at a guaranteed low monthly price with generous extended return policies.

Guthy-Renker is headquartered in Palm Desert, CA; and has offices in Santa Monica, CA; San Francisco, CA; London; Beijing; Tokyo; New Zealand; and Sydney, Australia. For more information, visit http://www.guthy-renker.com/.

SOURCE Proactiv