Revolutionizing Acne Treatment: Proactiv’s New Brand Identity

GLOBAL LAUNCH OF NEW IDENTITY FOR PROACTIV

Creative directions for the 2013 relaunch of Proactiv

A Multi-Channel Global Launch

More than 20 years ago, Doctors Katie Rodan and Kathy Fields revolutionized the world of acne treatment with the original Proactiv three-step system. Since that time, Proactiv has crafted a strong brand identity, continuing to be an iconic product, trusted by millions of women, men and teens and recognized with 28 awards and honors from the beauty and health industry.

In 2013, Drs. Rodan and Fields created the next-generation acne-treatment system, Proactiv+. Proactiv+ completely reformulated from the ground up; new Proactiv brand identity, positioning & launched globally.

Creative direction responsibilities included

NEW WEBSITE DESIGN CREATIVE AND UX

Created the ​acquisition & retention digital experiences

Redesigned both the ​acquisition and retention digital experiences​ for Proactiv with a focus on driving efficiencies in production, maintenance and unifying customer experiences. Successfully launched first on Proactiv, then rolled out across the rest of the portfolio to maintain consistent brand identity.

A COMPLETE BUY-FLOW REDESIGN

Created a new customer experience for e-commerce

Led the creative (design, UX & UI) for a completely n​ew purchase flow​ for Proactiv. Boosted results by 14% – the most ever achieved via digital e-commerce for the company at the time. The Proactiv brand identity was further solidified as the purchase flow was rolled out across Meaningful Beauty and WEN Hair Care brands.

FILMED CONTENT SAMPLES

My responsibilities also included all non-broadcast related video content. This included all cut-downs of spots, original series and short form brand marketing videos reflecting Proactiv’s identity.