Guthy-Renker, the makers of Proactive have debuted its new YouTube channel, #BeYouTV, created to get the attention of Millennials. Content will highlight health, beauty, fitness and lifestyle topics – such as “how to get glam.”

Each video features #BeYouTV host Eva Gutowski, a young fashion, lifestyle, and DIY personality whose own YouTube channel MyLifeAsEva continues to grow in popularity. Beyond her massive audience reach of more than 1.4 million current subscribers, Guthy-Renker chose Eva as the host for the series based on her inspirational abilities to connect directly with the millennial audience and for her genuine love of Proactiv.

Content is scheduled thorugh March 10, and a different YouTube blogger will be featured each week.

Jay Sung, Chief Marketing Officer at Guthy-Renker, said: “With #BeYouTV, we are transforming the way we reach and speak to our future customers.”

Rob Reynolds, SVP of Marketing and Innovation at Guthy-Renker, added:

“Commercials featuring Proactiv have been best in class for almost 20 years and we want to ensure that the brand’s digital capabilities are just as authentic and original. #BeYouTV goes beyond advertising — we are providing value. We are expanding our storytelling, increasing engagement and providing content that fans and potential customers want in a space that they spend their time in.”