Is Proactiv Being Proactive Regarding a Recall?
Handful of domain name registrations point to defensive registrations for “Proactiv Recall”.
[Update: yes, there’s a recall.] Proactiv — the acne control firm that apparently keeps Justin Beiber’s skin clear — may be making some “proactive” domain name acquisitions.
Yesterday a client of brand protection firm MarkMonitor registered a number of domain names related to “Proactiv Recall”, counting ProactivRecall.com, proactivrecall.org, proactivrecall.info, Proactiv-Recall.com, and similar versions of the domain names with Proactiv misspelled with an ‘e’ at the end. [Update 10/17: this is getting more interesting. The firm just registered proactivbottlereplacement.com]
Although it’s not for sure that Proactive marketer Guthy-Renker LLC is behind the registrations, the firm’s main Proactiv.com registration is managed by MarkMonitor. These may also be merely defensive registrations and not indicative of a recall.
Proactiv has used celebrity endorsements and a continuity marketing model to go mainstream. In addition to Justin Beiber, some of the firm’s other spokesmodels over the years include include Jessica Simpson, Katy Perry, and Avril Lavigne.
