Deals
Nestle Forms Alliance With Bieber's Fave Acne Cure Proactiv
- Food maker branching out beyond chocolate, pizza and coffee
- Venture to expand Proactiv in Europe, South America, Asia
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Nestle SA agreed to form a joint venture with the maker of Proactiv, one of the world’s best-selling acne treatments, pushing further into skin care amid a sluggish food and beverages market.
The maker of DiGiorno pizza and Hot Pockets microwaveable sandwiches will own a majority stake in the venture with Guthy-Renker, a Santa Monica-based direct marketing company, Nestle said in a statement on Thursday. Guthy-Renker sells $29.95 Proactiv treatment sets over the Internet, helped by celebrity endorsements by Lindsay Lohan and Justin Bieber.