Friday, March 26, 2010
ProActiv Celebrity Endorsement
The skin care system, “Proactiv”, is a prime example of celebrity endorsement. There always seems to be a new spokesperson for this skin care line. Some of these celebrities include; Jessica Simpson, Lindsay Lohan, P-Diddy, Alyssa Milano, Julianne Hough, Avril Lavigne, and the list goes on and on. It seems as though Proactive has all the money in the world to give out to celebrities who don’t need it in the first place. The current major celebrity endorsing this product is the singer, Katy Perry.
This product was created by two dermatologists to completely treat any traces of acne. Proactiv comes with three separate treatment bottles. The first bottle is a renewing cleanser, the second is an alcohol free toner, and the third bottle is a light, medicated lotion, designed to unclog pores. A small tube of green tea moisturizer and a refining mask is also part of the Proactiv kit.
In my opinion, there have been too many celebrity endorsers for this product. After seeing all of these celebrities placing this product on a high pedestal, it makes it hard to believe that they are telling the truth. They obviously get paid a lot for praising Proactiv on television commercials. If I knew that none of these celebrities were getting paid to endorse this product, I would actually believe that it is legit. I also feel that if these people are celebrities, they have a lot of money in the first place. Therefore, they have enough money to hire their own dermatologists, rather than try Proactiv. In conclusion, I don’t believe that they have the proper expertise to endorse this product. Even though I don’t believe in these celebrity endorsements; that doesn’t mean that others feel the same way. These advertisements have resulted in high profit sales for Proactiv. Lisa writes about how there is a correlation between the popularity of a celebrity endorser and the product sales. In other words, the more we like the celebrity, the more likely we are to try the product they help advertise. No wonder Proactive hires so many celebrities.