• Follow us


A Look Back at Proactiv's Comical History of Celebrity Endorsements

“I am in awe of Kendall’s bravery and willingness to be vulnerable and raw in order to help others. Game. Change. She’s a hero."

By Meghan McKenna

Date January 8, 2019

icon-facebook icon-twitter

Over the weekend, Momager Kris Jenner took to social media to prep the world for an earth-shattering tale of heroism from her supermodel daughter, Kendall Jenner. “I’m so proud of my darling @KendallJenner for being so brave and vulnerable. Seeing you share [your] most raw story in order to make a positive impact for so many people and help foster a positive dialogue is a testament to the incredible woman you’ve become.”

The mystery! The anticipation!! What could this forthcoming announcement possibly reveal about everyone’s favourite Pepsi activist, and how was she going to inspire her 100 million Instagram followers to #bethechange?

The answer was so simple, so clear, I’m surprised so few anticipated it: Jenner has been named the new celebrity spokesperson for Hollywood’s go-to acne solution, Proactiv. It all makes so much sense. The timing of the commercial reveal coincided with the Golden Globes, and has Jenner sharing an anecdote about the mass press coverage her skin received at last year’s award show.

“I got on the carpet, I felt really good about myself,” she says in the ad, “I loved my dress and my hair, and my makeup was so beautiful. Then I remember going online and seeing all the horrible things people were saying about me and my skin. I felt so good that I completely forgot that I had bad skin. Then I remember getting a couple of tweets, that became a lot of tweets, of how proud people were of me. And I was like, ‘oh wait, this is actually kind of cool.'”

Proactiv was, for a undisclosed fee, gracious enough to let Jenner tell her story of skin transformation on behalf of their brand. “I am in awe of Kendall’s bravery and willingness to be vulnerable and raw in order to help others. Game. Change. She’s a hero,” says Charles Ressler, Proactiv’s vice president of creative services, in the press release. “Kendall’s story is unbelievably compelling, and most importantly — it’s real. Her skin transformation continues to be staggering, she loves Proactiv as much as we do, and most importantly she did this with her whole, very big, incredibly genuine heart.”

And with her whole, very big, incredibly genuine cheque, I’m sure. Help from the Kardashian-Jenner enterprise doesn’t come for free. According to Hopper HQ’s annual “Instagram Rich List,” Kendall Jenner sponcon will set you back $500,000 per Instagram post, with no estimate for how much an endorsement deal will cost. But that’s Proactiv’s business model. The acne-fighting brand has a long history of tapping money-hungry celebrities—in combination with miraculous before vs. after customer testimonials—to promote their multi-step skincare routine in their infomercials. Their formula is foolproof: handpick an influential personality, purchase a paparazzi shot of them with acne, zoom in on the zit, and then transition to the famous face featuring glowing skin and sharing their “personal truth” of transformation. Bonus points if they call themselves a “normal person.”

At some point between the acne close ups and relatable anecdotes, we’re meant to forget that these people of wealth and status have access to the chemical peels, LED light treatments and caviar-infused moisturizers reserved for the richest of the rich. After all, when your career is built on looking good, it’s unlikely that you’re relying on a $19.95 subscription box sold on TV and at mall kiosks to keep your breakouts under control. And so, before you go dialling 1-800-END-ACNE at the will of Jenner’s emotionally-charged campaign of “bravery,” let’s take a look back through Proactiv’s history of celebrity testimonials. When you type the personal stories out, and turn the zit zooms into GIFS, the catalogue of endorsements won’t persuade you to buy the product, but it will make you laugh.

GIF Katy Perry

“Yeah, you’d think I would be the most confident person. But the most confident person still has their moments, and a lot of my most insecure moments related to my face,” Perry says in the ad. “I finally decided I just have nothing to use, so I decided to try Proactiv.”

GIF Lindsay Lohan

“I’m a normal person and I do get zits. And I’m not happy when I do,” Lohan says in the 2006 commercial. “[Proactiv] is three steps and it’s easy to take with you. It’s also easy to travel with, which I find really good. I actually think I keep some in my car too.”

GIF Avril Lavigne

“I feel relieved to not have a bunch of zits on my face,” Lavigne says, “because it’s annoying to have acne on your face. It changed my life, you know.”

GIF Justin Bieber

“There are some things that just come with being a teenager. Your feet grow like crazy (can’t stop that), your hormones kick in (I don’t want to stop that) and then there’s zits (I can stop that),” a fresh-faced teen Bieber says in the 2010 ad.

GIF Jessica Simpson

“So whether I’m facing a million fans or shooting a music video, one thing is always clear — my skin,” Simpson, one of the most recognizable Proactiv partners, says in the ad.

GIF Kelly Clarkson

“My skin, it’s my job. So obviously I don’t want to look like a pizza,” American Idol-winner Clarkson says in the five-minute informercial, “I already have enough people judging everything I do. I don’t need them judging my skin.”

GIF Alicia Keys

“I know the beauty that I have and the beauty that is inside of me, but there is a certain feeling that you feel naturally when your skin just doesn’t look very nice,” Keys says in the skincare commercial, “It’s kind of like, you know, taboo.”

GIF Julianne Hough

“Having acne takes the joy out of so many situations: posing for pictures; going on dates; parties,” Hough says in the ad, “clear skin is sexy skin.”

GIF P. Diddy

“I couldn’t be in the public eye with pimples all on my face. You feel me? I didn’t want no lumps on my face,” Sean Combs says in the promo video. “One of the things about Proactiv is that it moisturizes my situation. It preserves my sexy.”

icon-facebook icon-twitter Read More

Leave A Comment

More News

FASHION Magazine

11 Potential Names for Kim and Kanye’s Fourth 2019-01-16 16:30:13On January 2, Us Weekly reported that Kim Kardashian and Kanye West are expecting a fourth baby. Less than two weeks later, during an appearance

Elle Fanning and a Kitten Star in the 2019-01-16 15:21:57Elle Fanning is gushing over the phone about her co-star in the campaign for Miu Miu Twist, the new fragrance for which she is the face. But the objec

Charlotte Cardin Gets a Bathroom Makeover Before Heading 2019-01-16 11:27:22Even if you’re naturally beautiful—and lean toward a minimal makeup look—you have to switch things up when you’re heading to a

The Canadian Indigenous Designer Who is Kim Kardashian 2019-01-16 09:00:27For Lesley Hampton, inclusivity isn’t just a buzzword, it’s part of her culture. The 24- year old designer, who belongs to the Temagami Fi

What to Make of Miuccia Prada’s Opinion on 2019-01-15 18:01:22In an interview with Women’s Wear Daily ahead of her Mens F/W ’19 show, Miuccia Prada—patron saint of Intellectual Feminist Fashion&

What’s in a Pop Name? How Toronto’s Raffaela 2019-01-15 17:07:27The Internet has taught us that there’s a simple process for choosing a successful pseudonym—and it’s usually a combination of the s

10 Natural-Looking Mascaras for Everyday Wear 2019-01-15 13:52:56The internet is rife with reviews touting the best mascaras, but so often the criteria is based upon which one will yield the most dramatic effect. Th

Want to Detox at the Miraj Hammam Spa? 2019-01-15 10:47:48Ready to shed all the toxicity of 2018? Well, there’s no better way to start off your new year and ring in zen vibes than a relaxing spa detox.

From the FASHION Archives: The Uncanny Prescience of 2019-01-15 09:00:46Since its launch in 1977, FASHION magazine has been giving Canadian readers in-depth reports on the industry’s most influential figures and 

8 Under-the-Radar Movies of the Past Decade 2019-01-14 15:02:39If the Oscar buzz and post Golden Globes high have you craving some must see movie options, but you’ve already seen all the top films of 2018 &m

What’s the Deal With Ties at Awards Shows? 2019-01-14 14:33:12An unusual event occurred at the 24th annual Critics’ Choice Awards last night: a tie. And not just one, but two. Lady Gaga and Glenn Close tied

Everything We Know About Meghan Markle & Prince 2019-01-14 13:20:47On the morning of October 15, Kensington Palace dropped some major news: Meghan Markle is pregnant. It was a big announcement, and it left us asking a

Mode et beauté

Alanis Desilets se fait couper les cheveux, et 2019-01-16 16:04:49Dites au revoir à ses longs cheveux bruns!

BFF Challenge: Noemie Lacerte, Cassandra et Marie mettent 2019-01-16 12:00:16Découvrez si le trio a relevé le défi haut la main!

Lysandre Nadeau se fait tatouer pour la première 2019-01-16 09:29:38Un tatouage des plus spirituels!

Sephora ajoute 3 nouveautés vraiment cool à ses 2019-01-16 08:00:28Comme si on avait besoin d'une autre raison de dépenser là-bas!

Dans la garde-robe de Mireille Deyglun 2019-01-15 19:13:51La comédienne Mireille Deyglun a toujours su bien choisir ses pièces.

Selena Gomez publie un message émotionnel sur 2018, 2019-01-14 22:12:36On lui souhaite la santé et beaucoup de bonheur en 2019!

Ce nouveau salon de beauté tout rose est 2019-01-14 08:27:50Le décor est époustouflant!

Ces 15 célébrités vous donneront envie de vous 2019-01-13 08:00:51Coupe pixie, au carré ou carrément rasé!

Golden Globes: smokings et tenues d’après-soirée 2019-01-13 01:00:00Chacun des looks de la soirée des Golden Globes ayant été analysé, c’est maintenant au tour de ceux des after-party

Kate Grant, une mannequin atteinte de trisomie, devient 2019-01-11 11:23:23Elle est tellement belle!

Ces 10 influenceuses québécoises prouvent qu’il est possible 2019-01-10 15:30:29Voici quels vêtements choisir pour avoir un style de feu!

3 eyeliners à l’épreuve de tout (même de 2019-01-10 08:30:34Heureusement, certains ligneurs, testés et approuvés par l'équipe de billie jean, tiennent bon!


'Grey's Anatomy' Season 16: Everything We Know So 2019-01-17 17:41:29From plot points to characters returning and new photos, this will be your one-stop shop for everything you need to know about 'Grey's Anatomy' sea

10 Warm, Affordable Puffer Jackets Under $250 2019-01-17 16:15:00Get in on the puffer jacket trend without compromising your winter wardrobe style. Shop 10 trendy new puffers under $250 in plaid, floral, rainbow and

Gigi Hadid and Zayn Malik's Relationship: A Complete 2019-01-17 15:00:00Gigi Hadid and Zayn Malik have had a long, complicated relationship. Here's a complete timeline of when they got together, broken up, and hit repeat.

What It Costs to Be Me: Elle Rowley, 2019-01-17 15:00:00Elle Rowley, founder of Solly Baby, breaks down the cost of her beauty routine by sharing what she saves—and what she splurges—on.

Every Meghan Markle and Prince Harry PDA Moment 2019-01-17 13:10:09Meghan Markle and Prince Harry love showing affection at their public engagements, even if it's subtle. Here are all the moments that made us swoon i

Sophie Turner Wasn't Allowed to Wash Her Hair 2019-01-17 13:09:27Sophie Turner wasn't allowed to wash her hair while filming 'Game of Thrones' once Sansa Stark stopped living an aristocratic life.

How to Get Rid of a Pimple Fast: 2019-01-17 13:00:00Wondering how to get ride of a pimple FAST? When acne pops up, there's a right way and a wrong way to handle it. Get the dos and don'ts of dealing w

The ‘Markle Sparkle‘ Is a Real Thing—and the 2019-01-17 12:00:00Meghan Markle boosts fashion sales, but for many women it's about more than the clothes—it's about the emotional connection to the duchess.

Someone Called Alex Rodriguez 'the Guy J.Lo Is 2019-01-17 09:54:15In a new video that Alex Rodriguez posted to Twitter, someone calls him 'the guy J.Lo is dating,' and, honestly, where is the lie? Watch here.

Alexandria Ocasio-Cortez Will Teach Democrats How to Do 2019-01-17 09:32:56The social media queen will school her fellow representatives in the art of the dunk.

This Korean Brow Cushion Changed How I Do 2019-01-17 09:00:00We take the K-beauty cushion trend to the max and try the Laniege Eyebrow Cushion-Cara Compact. Here's what happened.

Miley Cyrus Has the Best Response to Those 2019-01-17 08:43:47In a new tweet and Instagram comment, Miley Cyrus shut down reports that she and Liam Hemsworth are expecting in the best way possible. Iconic.

Disclaimer and Notice:WorldProNews.com is not responsible of these news or any information published on this website.