US acne-treatment system Proactiv has unveiled a YouTube series of videos that provides viewers with skin care, make-up and hair tutorials and tips from social media stars.
The #BeYouTV videos are hosted by fashion, lifestyle and DIY personality Eva Gutowski, who has her own YouTube channel MyLifeAsEva. Other YouTube stars slated to appear in the videos include Cassey Ho from Blogilates, Sona Gasparian from MakeupbySona and Jamie Greenberg from JamieMakeupGreenberg.
Jay Sung, Chief Marketing Officer at Guthy-Renker, the distributor of Proactiv, said: "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.”
He added: "#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."
The series was produced with help from the Google account team. Brian McDevitt, Google's Industry Director for Home & Personal Care, said: “Brands that want to be relevant to today's generation are building and connecting with fan communities on YouTube. 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.”
