Skincare brand Proactiv has launched a new campaign designed to appeal to both a potentially new market of Generation Zers while “reengaging” with older consumers who are more likely to be familiar with the 28-year-old brand.   

The “On My Pro Journey” campaign, developed and executed with creative agency Przm, centers on the consumer as the “hero” of their own skincare journey.   

According to the agency, the campaign encourages audiences to celebrate progress – not perfection – and to engage customers wherever they might be on their skincare journey.   

The campaign’s anchor TV spot was broadcast during the final game of the MLB World Series on Fox TV and garnered more than 225 million impressions according to iSpot TV metrics.   

The campaign will continue to roll out through 2024 with additional national TV ads, social-first videos, photography, display and additional content. Sample the broadcast work here.   

Przm partnered with independent production studio Los York on creative elements of the campaign.   

The agency gathered insights from a network of over 1,000 next-gen consumers in over 20 countries.   

“Gen Z and now Gen Alpha are redefining skincare, and the journey looks a bit different across generations,” said Przm co-founder and brand director Liz Toney. “This new approach is a natural evolution for Proactiv and a wonderful opportunity for us as storytellers.”