Justin Bieber and Jessica Simpson are out. Real skin is in. One of the most popular skincare brands of all time, Proactiv is busting out of its long-running celebrity marketing paradigm thanks to PRZM, a small but mighty "Next-Gen" focused agency. “On My Pro Journey," the empowering campaign created by PRZM encourages consumers to embrace their true selves and their real skin journey, re-introducing the renowned 28-year-old skincare brand to a new generation while reengaging its core cross-generational customers who have been with the brand from the start. Centering the consumer as the hero of their own skincare journey, the campaign encourages audiences to celebrate progress, not perfection, speaking directly to the new school of skincare and acne-care, continuing to build trust and engage customers wherever they might be on their skincare journey.
Proactiv’s “My Pro Journey” campaign spot was broadcast during the final game of the MLB World Series on Fox TV and garnered 225M+ impressions according to iSpot TV metrics. The campaign will continue to roll-out through 2024 with more national broadcast spots, social-first videos, photography, display and meta ads. PRZM partnered with independent production studio Los York on creative elements of the campaign.
Collaborating with Proactiv’s marketing team on the campaign’s strategic direction, messaging, and content development, PRZM tapped into a custom brain-trust of next-gen peers with skincare issues who also helped inform strategy and provide insights. The agency leverages a network of over 1K+ next-gen contributors in over 20 countries who contribute their expertise and experience ensuring that ideas, creative solutions and recommendations are speaking with target audiences, not just to them.
PRZM Co-Founder and Lead Strategist Laurence Milstein said: “It’s been so rewarding tapping into the nostalgia and emotional connection with this legendary brand and helping usher in this next chapter of Proactiv, while continuing to embrace the loyal customers who have been with the brand since its earliest days.”
“Gen Z and now Gen Alpha are redefining skincare, and the journey looks a bit different across generations,” said PRZM Co-Founder and Brand Director Liz Toney. “This new approach is a natural evolution for Proactiv and a wonderful opportunity for us as Storytellers.”
According to an agency press kit, agency founders Toney and Milstein launched PRZM as a culture-first lab and creative marketing agency that brands and organizations come to for insights, strategy and engaging content. Prior to co-founding PRZM, Toney led marketing initiatives for Tommy Hilfiger and contributed to campaigns for Persol, Macy’s, Adidas, Target and L’Oreal. She built and led direct-to-consumer fashion brands for Gen Z beginning in 2015. Milstein previously worked at American Express where he led research and insights around next-gen consumers as part of the firm's strategic planning group reporting to the CEO. He also brings international experience having worked at Alibaba in their headquarters in Hangzhou, China.
PRZM clients come from fashion and skincare to entertainment and non-profits, and in addition to Proactiv include Sony, American Ballet Theatre, Netflix, Proactiv and Starbucks. The shop focuses on Gen Z and Gen Alpha consumers because, as Milstein said, "[They} are primed to be the most disruptive in the immediate term, so taking the time to understand this audience needs to be top of mind for most companies."
To reach these consumers, PRZM leverages TikTok and other social media platforms creating social-first content and 360 campaigns that have reached over 60B+ views and helped brands grow from zero to 500K+ followers organically.