Proactiv debuts YouTube video series targeting millennials

SANTA MONICA, Calif. — The makers of Proactiv have debuted #BeYouTV, a YouTube content series that offers beauty tutorials and more for the millennial generation.



Working with the Google account team, #BeYouTV creators were able to identify popular search topics on YouTube to produce videos that give fans the content they want to learn about from trusted YouTube celebrity experts. In addition to skin care, makeup and hair tutorials and tips that teach viewers how to get glam like some of the famous customer faces behind Proactiv — including Olivia Munn and Nicole Scherzinger — video content also will highlight health, beauty, fitness and lifestyle topics that help viewers be the best version of themselves.



"For almost 20 years, the Proactiv line has been the leader in acne treatment. The brand mission since the beginning has been simple: To help every individual suffering from acne. With #BeYouTV, we are transforming the way we reach and speak to our future customers. #BeYouTV is the next step in the Proactiv brand evolution and we're excited to launch it on YouTube," said Jay Sung, chief marketing officer at Guthy-Renker, the distributor of Proactiv.



"Commercials featuring Proactiv have been best in class for almost 20 years, and we want to ensure that the brand's digital capabilities are just as authentic and original," said Rob Reynolds, SVP of marketing and innovation at Guthy-Renker. "#BeYouTV goes beyond advertising — we are providing value. We are expanding our storytelling, increasing engagement and providing content that fans and potential customers want in a space that they spend their time in."



Each video features #BeYouTV host Eva Gutowski, a fashion, lifestyle, and DIY personality whose own YouTube channel, MyLifeAsEva, continues to grow in popularity. Beyond her audience reach of more than 1.4 million current subscribers, Guthy-Renker chose Gutowski as the host for the series based on her abilities to connect directly with the millennial audience and for her love of Proactiv.



Through video engagement, Proactiv's social media team will be able to gauge interest in the videos and then curate the themes for #BeYouTV season two.



"Brands that want to be relevant to today's generation are building and connecting with fan communities on YouTube," said  Brian McDevitt, Google's industry director for home and personal care. "By collaborating with popular YouTube creators, Proactiv is bringing a new approach to reaching a group of people that have grown up consuming and engaging with content primarily online."