On My Pro Journey
Since 1995, Proactiv has been at the forefront of trusted, effective, and science-backed skincare solutions. But the landscape of skincare has changed — and it was time for “America’s #1 Clear Skin Routine” to embrace the new school of acne, while continuing to nurture a connection with customers who have been with the brand from day one.
Insight
The era of “before-and-after” success stories that follow a one-size-fits-all approach are passe. When it comes to skincare, Gen Z value progress over perfection. They’re swapping dermatologist-only wisdom for peer insights and authentic experiences. Let’s take the “pro” from problem and make the customer the main character of their skincare saga while celebrating Proactiv’s own brand journey.
Creative Approach
PRZM created and launched an ambitious 360° brand marketing campaign that boldly re-introduced the iconic skincare brand to a new generation, while reengaging its core customer through nostalgia and brand heritage.
The “On My Pro Journey” campaign centers the consumer as the hero of their own skincare journey — encouraging audiences to celebrate progress, not perfection.
From a new broadcast spot tracing a Proactiv journey from the 1990s through present day, to a series of social-first native videos showcasing real, unfiltered skin – the campaign is destined to inspire a sense of confidence and playfulness while building on the brand’s heritage and clinical expertise.
Progress and Impact
Proactiv’s “On My Pro Journey” campaign boldly strides into the new era of skincare, solidifying its status as America’s premier skincare brand while engaging the voices of Gen Z and paving the way for Gen Alpha. With an impressive reach of over 250 million impressions, the campaign not only boosted sales and traffic but also resonated with audiences through content that speaks to their personal experiences, while weaving in the rich nostalgia of Proactiv’s brand journey since the 1990s. This powerful initiative marks a significant step forward, bridging generations and reinforcing Proactiv’s legacy in the skincare industry.
