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Proactiv gets new face: Pop star Justin Bieber

PALM DESERT, Calif. Acne-fighting system Proactiv has tapped pop star Justin Bieber to be its newest spokesperson for the brand.

The Canadian-born YouTube sensation joins a line-up of celebrity spokespeople, including music artists Katy Perry and Avril Lavigne, actresses Jenna Fischer and Jennifer Love Hewitt and singer and professional dancer-actress Julianne Hough.

As a spokesperson, Bieber will talk to teens about being proactive about acne and skin care to prevent breakouts as part of the brand's marketing campaign. He also will raise awareness for Pencils of Promise, a nonprofit organization started less than two years ago to build schools and increase educational opportunities in less fortunate communities around the world.

Former acne sufferers and dermatologists Katie Rodan, M.D. and Kathy Fields, M.D. developed Proactiv, which is sold direct to consumers. The brand is celebrating its 15th anniversary in 2010.

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