Discuss the things that Rodan and Fields learned,

prior to meeting Guthy-Renker that persuaded them that infomercials were the best way to sell Proactiv.

If Proactiv hadn’t developed infomercials in partnership with Guthy-Renker, do you think Proactiv would be in existence today? Why were infomercials a better choice than print or media advertising for Proactiv when the company was first being introduced?

In 1995, two dermatologists, Dr. Katie Rodan and Dr.

Kathy Fields, developed what they believed was a medical breakthrough in fighting acne. Their mission: to help millions of people rid themselves of acne and acnerelated problems. They named their product Proactiv Solutions. This name was chosen because the product could heal existing blemishes and proactively help prevent new ones from forming.

Today, Proactiv is the number-one-selling acne product in the United States. It’s a three-part acne treatment kit that includes a cleanser, toner, and treatment. It’s not sold in stores. Instead, it is sold via infomercials, the company’s website, a subscription service called the “Proactiv Solution Clear Skin Club,”

and in select upscale boutiques and kiosks. The way Proactiv reached the point it currently occupies is an interesting story. Early in its life, Proactiv was shaped by three critical marketing decisions, from which the company has not wavered, even to this day.