Acne treatment system scores first national retail partner and signs Vanessa Williams as spokesperson
Ulta Beauty has announced an exclusive partnership with proactiv. The retailer will be the first in the US to stock the brand’s acne treatments.
proactiv has also announced a new campaign for the brand starring actress Vanessa Williams and her daughter Sasha Fox. Willams first appeared as a proactiv spokesperson in 2002 and has returned with her teenage daughter.
Ulta Beauty will stock proactiv’s three-step kits as well as individual items in 375 stores, as well as on its website.
The retailer said it was excited to be the first to carry the brand’s products. Tara Simon, Senior Vice President of Prestige Merchandising at Ulta Beauty, said: “We’ve listened to our guest and know she wants the most sought-after brands and we deliver them to her time and time again.”
Simon added: “Offering proactiv at Ulta Beauty is a huge win for us and, more importantly, for our guests who have been requesting the brand for years.”
Kimber L. Maderazzo, Executive Vice President of Global Brand & Product Marketing at The Proactiv Company, said that the move would bring the company’s products to a wider range of consumers.
Maderazzo said: “We at proactiv are truly excited for this partnership with Ulta Beauty. As the number one acne brand in America, we are thrilled that our next wave of expansion will bring our proven acne skin care solutions into the hands of Ulta Beauty guests, giving even more individuals the opportunity to have the clear, healthy-looking skin they deserve.”
Fox and Williams will appear in TV ads and a digital campaign for proactiv. The campaign aims to encourage parents to discuss acne with their children.
Williams commented: “We both started getting acne in middle school, which can be a rough time for most kids. The added stress of breakouts was hard for me and I saw that it was beginning to affect Sasha too.”