LOS ANGELES — Direct-response behemoth Guthy-Renker is adding Ice Elements to a skin care roster that includes Proactiv and Meaningful Beauty.
Elliott Segal, vice president of production at Guthy-Renker, said the authenticity of Ice Elements’ founder Shelly Maguire, the brand’s loyal following and its demonstrable results make it a good fit for infomercials.
He anticipates Ice Elements infomercials will start running the first quarter of next year with a celebrity lineup that is still being pinned down.
“We would not be interested in a brand unless it could do $30 million to $50 million a year,” said Segal, who noted Ice Elements targets women 35 to 55 years old. “A first-year brand like Ice Elements with Guthy-Renker, we would be looking for something in that range.”
Naples, Fla.-based Ice Elements was founded six years ago by Maguire and Frankie Tedesco, Maguire’s business partner. The brand has been a regular on HSN for three years and has seen its sales double in each of those years, according to Maguire.
Ice Elements concentrates on two key ingredients, a protein called Antarcticine found in Antarctic glaciers and aloe vera. The standout product is Ice Element’s 2 Minute Miracle Exfoliating Gel. That item, along with a night product and day moisturizer, will be offered on the infomercial as a regimen. The TV offer’s price has not been determined, but is expected to be between $29 and $40.
“We never abandoned what works. Even over three years as we have expanded the line, we have stuck with the Antarcticine and aloe vera,” said Maguire. “We have a simplistic approach. It really works for all skin types.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast