Cosmetic Communications Strategy & Beauty PR: Guthy-Renker announced today that multi-platinum superstar Katy Perry has signed on to appear in television spots and online marketing campaigns sharing her personal experience fighting acne and finding Proactiv Solution. Katy will play an integral role in the leading acne system's exciting new 2010 campaign which will introduce new technology and services. In keeping with a nearly 15-year tradition of real celebrity customer endorsements, Katy will tell her personal story of how she struggled with acne and how Proactiv helped her take control. The Grammy-nominated artist -- adored for her larger-than-life charisma and pin-up girl style -- exudes confidence on the stage and in front of the camera. Yet, Katy's confidence was shaken by acne.
"Acne really made me want to hide. I'd wear makeup to bed or stay in if I had a bad breakout," said Katy. "I've tried so many things, and because I really pride myself on being a real person – someone who gives hugs, not handshakes – I want to tell people about my experience. My fans know that I would never get behind something if I didn't really believe in it. Since I started using Proactiv I've seen a massive change in my face and my confidence. I really believe in Proactiv, and I think, if I know that answer, I should tell you, 'I've got the secret, here's the secret, please take it!'"
"We're very excited to be working with Katy. She's a beautiful woman with a unique style and she is a huge believer in Proactiv. She's had great results with the system," said Lenny Lieberman, head of GR Studio, which oversees all production for Guthy-Renker.
"Katy's struggles with acne are documented in photos all over the Web. We are delighted she found her way to Proactiv, and that her success story is real and relatable," said Lieberman. "If someone as confident as Katy can be impacted by breakouts, it sends a message out to parents and teens that acne can be serious and difficult to deal with, emotionally and physically. Katy will make people take notice and hopefully take action."
Since the 2007 digital release of her single "Ur So Gay," Katy Perry has gone from internet music sensation to bona fide star. Her multi-platinum debut album, "One of the Boys," has sold nearly 5 million copies worldwide and has generated four hit singles – "I Kissed a Girl," "Hot N Cold," "Thinking of You" and "Waking Up in Vegas" – three of which reached No. 1 on the Billboard charts. Katy, who was awarded Best New Act at the MTV Europe Music Awards and voted Best New Artist by readers of Rolling Stone, is fresh off her sold-out "Hello Katy" worldwide tour and recently hosted the 2009 MTV Europe Music Awards.
