When QVC host Lisa Robertson announced that another item from Jonathan Antin's namesake hair care collection had sold out several minutes into its introduction during an hour-long show, Antin's jaw dropped.
NEW YORK — When QVC host Lisa Robertson announced that another item from Jonathan Antin's namesake hair care collection had sold out several minutes into its introduction during an hour-long show, Antin's jaw dropped. “I was feeling a little scattered,” acknowledged Antin, recounting his appearance on the network Friday evening.
Calling upon acting exercises he learned as a teenager, Antin channeled his nervous energy and “got into the moment.” By the end of the hour, QVC had sold more than 35,000 units of Jonathan Product. More importantly, declared Antin, the show marked the most successful hair care launch in QVC’s 19-year history. Neither QVC nor Antin would comment on sales, but industry sources estimate the products rang up $1.2 million in sales.
“It definitely ranked within the top two to three experiences of my life,” said Antin during a phone interview Monday. “Right next to being born and somewhere in between opening my salon and signing a product deal.”
Antin runs the hair care business alongside two beauty industry virtuosos: Tina Hedges, executive vice president of marketing and development for Jonathan Product, and Beth Ann Catalano, executive vice president of sales and education for the company.
Prior to the show, Antin said he told Hedges and Catalano he did not want to hear about sales goals. “All I wanted to do was be a hairstylist and demonstrate how well and easy Jonathan Product works,” he said, adding he tried to avert his eyes from the television monitors while on the air. Over the hour, Antin demonstrated nine of the collection’s 15 items on nine models. Price points ranged from $26 for Dirt Texturizing Paste to $44 for two bottles of Create Volume Thickening Foam.
Due to a flurry of Internet purchases several days prior to the July 15 show, QVC had a limited inventory of Jonathan Product. However, QVC executives decided to allot Antin a full hour — rather than trim airtime — and implement a waiting list for the products.
Antin, who counts Kate Bosworth among his clientele, is certainly no stranger to the bright lights. His headline role in Bravo’s television series “Blow Out” catapulted the Hollywood hairstylist to reality-TV stardom.The second season of “Blow Out” chronicles the making of Jonathan Product. The “Blow Out” camera crew also documented Antin’s debut on QVC June 8.
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