Solution.

"The routine consisted of a BPO cleanser, a glycolic toner, and a treatment lotion, and it was marketed as a complete skin management routine rather than one-off light products, you had to buy it all together. It was arguably gentler and more consistent than what was available in drugstores at the time, and people who tried it generally loved it. What really made Proactiv Solution a success, though, was the marketing. After partnering with Guthy-Renker, they sold their products directly to consumers through TV ads, magazine ads, and infomercials, as well as some of the most iconic celebrity endorsements of all time, Britney Spears, Lindsay Lohan, Alyssa Milano early on, then Justin Bieber and Katy Perry in later years. Katie and Kathy said they were initially reluctant to go the infomercial route, but it was those infomercials that really helped establish the brand, because it gave them time to explain how and why their regimes worked and to get across their dermatologist credentials, which helped build trust."