Proactiv – #BeYouTV

The makers of Proactiv today debuted #BeYouTV, a YouTube content series that offers unique, compelling, entertaining and informative videos 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 skincare, 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 andNicole Scherzinger, video content will also 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 young fashion, lifestyle, and DIY personality whose own YouTube channelMyLifeAsEva continues to grow in popularity. Beyond her massive audience reach of more than 1.4 million current subscribers, Guthy-Renker chose Eva as the host for the series based on her inspirational abilities to connect directly with the millennial audience and for her genuine love of Proactiv.

Proactiv’s #BeYouTV content series will also bring together other YouTube stars with cult followings to share their expertise. The schedule for #BeYouTV Season 1 and the list of trusted experts includes:

• December 9– Cassey Ho (Blogilates)- Healthy Holiday Season Tips
• December 16– Marianna Hewitt (LaLaMer)- Picture Perfect Hair Tutorial
• December 23– Natalie Pirveysian (CremedelaCraft)- Winter Skin Care DIY
• December 30– Belinda Morales Arias (MissBel01xox)- DIY Dorm Room Essentials
• January 6– Cassandra Bankson (DiamondsandHeels14)- New Year Beauty Resolutions
• January 13– Hudson Luthringshausen (MrTukie)- #AskADude Advice
• January 20– Eva Gutowski (MyLifeAsEva)- Easy + Quick Morning Routine
• January 27– Hudson Luthringshausen (MrTukie)- Super Bowl(ing) Party Ideas
• February 3– Eva Gutowski (MyLifeAsEva)- Get The Look: Olivia Munn Makeup Tutorial
• February 10– Eva Gutowski (MyLifeAsEva)- Valentine’s Day Beauty Tutorial
• February 17– Sona Gasparian (MakeupbySona)- Wedding Guide to Gorgeous
• February 24– Eva Gutowski (MyLifeAsEva)- Bedtime Beauty + Skincare Routine
• March 3– Eva Gutowski (MyLifeAsEva)- Get The Look: Nicole Scherzinger Makeup Tutorial
• March 10– Jamie Greenberg (JamieMakeupGreenberg)- The Perfect Staycation + Travel Tips

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 2, ensuring that the topics and experts featured in the series excite, delight and educate subscribers.

“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 & 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.”

To subscribe to Proactiv’s YouTube channel to follow the #BeYouTV content series, please visit www.youtube.com/proactiv. New videos are uploaded every Tuesday beginning December 9, 2014.