Avril Lavigne today said she hopes to reach millions of teens and young women with an important message about acne, summed up as: “Be Proactiv.”
The award-winning singer and actress recently signed with Guthy-Renker to play a prominent role in the launch of new Proactiv® , an improved version of the world’s number-one acne-treatment system.
“I started breaking out when I was 14,” said Lavigne. “It was my first year of high school, which was already intimidating. Going to a new school and meeting new people was hard enough; having to deal with zits on top of that didn’t really make it easier,” she explained.
Avril Lavigne joins one of the longest and most renowned list of celebrities ever to speak out for a skin care product. All Proactiv endorsers started out as customers first.
“After trying everything—from toothpaste to rubbing alcohol, men’s aftershave to tea tree oil—I started using Proactiv. Fortunately, it really worked for me. Today, I still use Proactiv to help keep my skin clear.”
Avril’s story is sure to resonate with young people who are experiencing the same challenges. Acne is a very common skin condition that has been linked to more profound issues in teens including depression, anxiety and social withdrawal. And, it’s not just a passing phase. Acne is chronic and can last in teens up to 7 years and in adults 20 years or more.
Pediatric dermatology studies show that the earlier acne starts, the more likely it is to increase in severity over time. Additionally, the likelihood of permanent physical scarring also increases the longer acne is left untreated.
Some celebrities might not feel comfortable talking about acne, but not Lavigne. “I’m totally cool to talk about Proactiv and acne because I have dealt with it,” she said. “Acne is a drag. It’s not cute. It’s not fun. I think it’s really important to take care of your skin—especially from an early age.”
“I think it’s gutsy for Avril to talk about acne and her Proactiv story, but she wanted to do it, and she wanted to do it in a plain-speaking, matter-of-fact way that is relatable,” said Lenny Lieberman, head of Guthy-Renker Studio, producer of the new ads.
“It’s important to feel good about yourself and when you have good skin, you feel good! I was really lucky to have found Proactiv,” Avril said. “It worked for my skin.”
Avril Lavigne, who at the age of 17 secured eight Grammy nominations and four Juno Awards for her debut album Let Go, will begin appearing in the national Proactiv broadcast campaign this month. In 2008, Lavigne released her third album, The Best Damn Thing, which included the smash hit “Girlfriend,” which shot to #1 on the Billboard Hot 200 and was named the top download of 2007 having been downloaded more than 7.3 million times in 8 different languages.
Lavigne is also the creator of Abbey Dawn, a lifestyle brand which is available exclusively at Kohl’s. The collection blends authentic rock with a feminine edge and will include quality apparel and accessories at a great price. In 2009, Lavigne released her first fragrance called Black Star, created by Proctor & Gamble Prestige Products with her second fragrance to be released in 2010. The fragrance captures Lavigne’s dynamic style and energetic personality, inspiring girls to standout and embrace their individuality. In 2006, Lavigne branched out into acting, appearing in Richard Linklater’s Fast Food Nation and lending her voice to Dreamworks’ animated film Over the Hedge.
Lavigne is currently in the studio working on a new, yet-untitled album for RCA Records. For more information visit www.avrillavigne.com