Proactiv(E)?

      The following picture affects certain consumers through its strategic advertising. It displays well known singer Avril Lavigne. She wears a confident smirk, has an inviting look, and flawless skin. Her face looks as if it was made out of porcelain. In front of her bold letters state “I’m No Pushover I’m Proactiv.” So what does this mean?
     This ad was created by the well known skin care brand Proactiv. Proactiv claims that their product will help clear acne and provide its user with clear and radiant skin. The company is so successful because they spend so much on advertising. Their commercials consists of success stories which range from everyday people, to a lengthy list of celebrities. The people who endorse this product are constantly in the public eye. They include singers, actors, dancers and more. Some of them include Katy Perry, Lindsey Lohan, Jessica Simpson, Jennifer Love Hewitt, Kaley Cuoco, Naya Rivera, Julianne Hough, Justin Bieber, Vanesa Williams, Kelly Clarkson, Adam Levine and many more. They use all these celebrity endorsers help to grasp the attention of people from various audiences. Almost anyone can relate. So many people idolize celebrities and aspire to be like them. When they hear celebrities speaking about their struggle with acne, they are shocked and think that they have something in common with them, their struggle with acne. If this product can help celebrities and make them look flawless, why can’t it do the same for them? On top of of that the product is even more enticing due to its affordability. 
     I have to admit that I was very skeptical about this product because I have also faced many problems with acne. Acne is something that lowers your confidence. We live in such a society that is constantly fixated on how we look. You think that you will try anything to fix it. Numerous times my acne would be so bad that I did not want to leave my house. I felt as though people were just looking at my acne and not focusing on me. Ads like this toy with a person’s emotions. After being completely feed up, I ordered this product because I thought that if so many celebrities endorsed it, it had to work. I wanted to be what the product advertised, “proactiv and not a pushover”. I needed to take action about my acne, rather than let it take over my life. When I started using the product my acne did not decrease. It actually made my skin worse. I’m not saying that the product is horrible, it just wasn’t my match.
     I did not think that the celebrities that endorse this product are paid to do so, or that their photos are airbrushed and professionally edited. They are not as perfect as we think they are. My acne problem was only solved by a prescription that was tailored to my own needs. It was not some generic product. Just like numerous people I was swayed by strategic advertising. It is easy to get caught up in the appeal of the advertisement without picking it apart. Before buying something we have to evaluate if we are purchasing it for the proper reasons, and not only because we are being compelled by it.