Zit Cream & Pop Music Go Hand In Hand
Justin Bieber is getting $3 million for a two-year deal with Proactiv, partly because, his manager says, "the kid uses it." But also because he's a music — not a TV or movie — star.
So why does the company choose Billboard chart-toppers instead of Hollywood luminaries to hawk acne solution? Greg Renker, co-founder of Proactiv creator Guthy-Renker, tells Reuters: "I love Julia Roberts, but I've probably had 15 movie experiences with her in my lifetime… I've listened to [Perry's] 'California Gurls' every day since it was released. Consumers are connecting to musical talent multiple times a day in a way that is more than visceral." Also? Julia Roberts would probably say no.
VIEW SOURCE FROM http://jezebel.com/5619862/why-zit-cream--pop-music-go-hand-in-hand
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