Proactiv acne treatment and skin care products are distributed by the direct marketing corporation Guthy-Renker. Tow Proactiv Solution was formed by Drs. Katie Rodan and Kathy Fields in 1995. Proactiv is a three-part acne remedy kit sold on a subscription basis. Included are a cleanser, toner, and treatment that contain benzoyl peroxide and glycolic acid as their active ingredients. Proactive is also sold as a Gentle Formula, Extra Strength, and Proactiv+.
In addition to its acne treatment products, Proactive sells face masks, body washes, and other skin-care products. A clinical study found that Proactiv reduces comedones, inflamed lesions, and facial oiliness. Consumer Reports study found that Proactiv and cheaper drugstore products were equally effective.
A key Proactiv marketing strategy is celebrity endorsements. Several musicians, actors, and other sports celebrities endorse Proactiv. Proactiv spends $200 million a year for air time for commercials.