Is Justin Bieber the Best Thing to Ever Happen to Proactiv?

By Jo Piazza Posted Aug 20th 2010 10:20AM

The zit erasing medicine Proactiv realized a long time ago that celebrities make us want to buy things. Somehow they were able to convince a stable of celebs to shill for their skin cleansing line, despite the fact that most famous folks shy away from being attached to products that can be seen as embarrassing (laxatives, tampons, etc.).

Formerly pimply celebs who have appeared in Proactiv ads include Jessica Simpson, Katy Perry, Mandy Moore, Sean "P. Diddy" Combs and Alicia Keys.

Proactiv's most recent coup is teen sensation Justin Bieber, who recently signed on as a spokesperson for the brand. But did the acne company have any idea of the awesomeness they were tapping into when they brought on the Biebs? If they didn't before they certainly do now, and you can bet a bunch of suits with really great skin have been high-fiving each other this week.

On the day it was unveiled, Bieber's endorsement clip received 125,000 views on YouTube and another 500,000 views on Proactiv's website, Billboard magazine reveals in its upcoming issue.

And the deal was worth it for the Biebs, who is set to receive $3 million over two years for his endorsement, an industry source revealed to Billboard. Bieber's manager, Scooter Braun, said that his client signed on with the brand because Justin actually uses it. "I never want to do anything with Justin's brand that isn't organic. He isn't manufactured." (P.S. We love it when a celeb manager has the cajones to refer to their client as a brand.)

During the initial negotiations, Braun pointed out a zit on Bieber's face to the Proactiv team. The Biebs got mad and stalked away.

The 16-year-old's team originally asked for a figure that was more than Proactiv thought the singer was worth. The company changed their mind after seeing the enormous response to his 'My World' album and approached Bieber's team a second time.

His Internet appeal is largely why Guthy-Renker, which markets and sells Proactiv, chose Bieber. They're banking on Bieber Fever to drive sales in a big way with the teen girl market. Roughly 60 percent of Proactiv sales are over the Internet. Most of the orders that have come in since Bieber signed on have been from the mothers of tweens.

"Are 12-year-old girls going to buy Proactiv? No. They ask their mom to buy Proactiv. In the last 24 hours, we've had mothers buying it, which is what we wanted to occur," said Greg Renker, co-founder of Guthy-Renker.

The company chose the smooth-skinned singer, who has never had a real problem with acne, to push their new prevention line, Proactiv Plus. "I'm using this product every day because I don't want to get acne," Bieber says in the campaign.

And if it's good enough for him, you can bet it will be good enough for at least a million teenage girls.

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Tags: justin bieber, proactiv

Comments

(38)

Friday 20 August

By JP

Highest Rank Vote down Vote up Report this

And if Justine killed herself or when she starts taking drugs, are millions of 12 year old girls gonna follow that too?

By Jessica

I really don't understand the appeal with Justin Bieber. I will say that as far as big business goes Proactiv couldn't have asked for a bigger cash cow. Especially since their general market is teenagers. That is a marketer's wet dream, excuse my language.

By Abraxus

Low Ranked Vote down Vote up Report this

Are you serious? Justine? Herself? Do you live under a rock? Are you 95 years old? JUSTIN BIEBER is a HIMSELF, he's 16, he's cute, smart, funny and he is clean cut and Canadian apparently too (not that it's relevant) - a nice kid, advertising a useful product that he actually uses is a good thing. He said he won't advertise something for the money unless he uses it - integrity.

Remember JP - Justin is a BOY!

By JR

ORGANIC? Where do these managers and publicists get these words from. Pleeeeeeeeeeeeeeeze. Enough already.

By KT

Lowest Rank Vote down Vote up Report this

OMG !! Justin is the best thing that happen to being alive and breathing ..Justin is just the greatest at everything he does..Just look at his perfect skin and hair ..OMG !!! JUSTIN IS THE BEST !! YAYYYYY JUSTIN !!!

By Ky

replying to abraxus:

"Remember JP, Justin is a boy"

Couldn't prove it by me. Michael Jackson was a paragon of butch masculinity next to this baby-faced freak of nature. I wouldn't buy anything he was plugging, just because I'd hate to encourage him/her/it.

By Rod

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Exactly how old are you, KY? Just curious, you seem to be totally fixated on Justin since you post on every article written about him.

By Gimme a break

Maybe they need to check underneath that forehead of hair and see what's hiding. Probably a zit factory and little zit oompa loompas planting them all over his forehead. I hate it when celebs hide their faces and ears by pulling all their hair forward. I think it hides the earpieces they always wear because they can't sing in key unless they have that or they have their lines fed to them. It looks so dumb.

If you knew anything about singing in a venue like a concert hall or stadium, you'd know the earpieces are necessary for even the best performers.

By xxrosexofxsharyn

I don't care about celebrity endorsements... it works, for me anyway, so i've kept buying.

By mw

Are you kidding me? He's the worst thing that has ever happened to those who have to hear about him all the time. He probably has a zit factory under those bangs, thats why he won't cut them.

You`re just jealous because they uses to call you pizza face.I bet you all covered in zits and puss pocket that`s why you`re always hating on the great one JUSTIN because you know he`s a perfect man!!! GO JUSTIN YAYYY !!!

You don't "have to hear about him" if you don't click on the links to stories about him. The internet is funny that way.

By Cameron

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Is it just me or do Justin Bieber and Hillary Swank look alike

By terry

it really only works for a short time. It smells like it will work. Clinic it is best.

By Gloria Greer

I am a grandmother, but I have been around show biz all my life - Justin Bieber is absolutely sensational. Signing him for Proactiv was a stroke of genius on the part of Guthry Renker.

By Bonbon

Every day it is something with this kid, I am sick of seeing him!

By Peckerwood

LMAO! His target audience isn't even old enough to get zits!

By Jane Brown

I think they said 'Justine' because he is so girlish-looking.

He definitely looks androgynous. He sings like a girl and prances around like a girl, too. I've only seen him once; that was enough.

Good marketers.

By Garjaya

I'm so tired of this little lesbian kid.

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