Acne brand Proactiv has just signed singing sensation Justin Bieber to be the new face of their product. The teen phenom will make $3 million for endorsing the product — chump change compared to the marketing potential from his fan base.
The singer and the over-the-counter acne cream are a match made in heaven. Within one day of announcing that Bieber would be the new face of Proactiv, his promotional video received 125,000 views on YouTube, and another 500,000 views on Proactiv’s website. Clearly Bieber Fever is alive and well.
Bieber manager Scooter Braun said that his client signed on with the brand because he uses it: “We never want to do anything with Justin’s brand that isn’t organic. He isn’t manufactured.”
The fact that Justin actually uses the product is enough to get million of little girls all over the world to buy it, and that’s exactly what the company is banking on.
Greg Renker, co-founder of Guthy-Renker knows that it is the parents that have the purchasing power: “Are 12-year-old girls going to buy Proactiv? No. They ask their mom to buy Proactiv. In the last 24 hours we’ve had mothers buying it, which is what we wanted to occur.”
Bieber joins a long list of former Proactiv brand spokepersons: Diddy, Mandy Moore, Katy Perry, Julianne Hough, Alicia Keys and Avril Lavigne.
Check out Bieber’s Proactiv video below: