Ch. 10 - Product Concepts 

All proactiv products are consumer products, this simply means that the products are bought by consumers with the intention to satisfy their individual/personal needs and wants which is to  remove and also prevent acne breakouts from reoccurring. Usually a buyer of the product goes through an extensive search making comparisons with several other brands to see what will work best for them before they are willing to make a move and invest in the solution, because of this, Proactiv can also be classified as a shopping product. The 3-step acne system kit which includes a cleanser, toner and treatment by proactiv are product items among the wide range of product mix that the makers of proactiv offers its customers. Proactiv has soaps, facial masks, sunscreens, lotions, dark spot removers, deep cleansing brushes, moisturizers etc. In recent times the original Proactiv solution 3-step acne system went through a product modification. This new version is called Proactiv+. It does not contain parabens and it is intended to also act as a moisturizer. Another important aspect of product concept is packaging. The solution comes mostly in a white bottle (sometimes clear  depending on the contents) with turquoise and black writing. Its features are so unique that it could be recognized from anywhere. The bottle itself has informational labeling with descriptions on what the product is for, directions on how to apply it, ingredients and  other info that generally helps the consumer to make proper product selections.