Dr. Irwin Smigel, the Manhattan-based celebrity cosmetic dentist, and infomercial powerhouse Guthy-Renker are busy creating an infomercial for the creator of Supersmile teeth whitening products, which is scheduled for a soft launch in February.
Earlier this year, Smigel had planned to self-fund the infomercial and handle the back end but ultimately chose to partner with Guthy-Renker, which had been pursuing the Smigels for four years. The way Greg Renker sees it, the New York-based company, which has sales of roughly $20 million through outlets such as QVC and 1,500 stores nationwide, has the opportunity to triple sales in a year’s time. Lucia Smigel, wife of Dr. Smigel, who also serves as president and chief executive officer for the company, said abandoning their idea of handling the infomercial themselves was a hard one, but ultimately a smart one.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)