LOS ANGELES — Heidi Klum will soon add infomercials to her growing stable of television credits.
The 34-year-old model-mogul will be the face of In An Instant, a new skin care line that will be launched this fall in partnership with direct-marketing giant Guthy-Renker.
Klum has already proven to be a lucrative TV commodity, hosting "Germany's Next Top Model" and Bravo's "Project Runway" and selling a jewelry collection for Mouawad on QVC.
"Heidi Klum is going to attract a very different target market in our opinion than Cindy Crawford, Susan Lucci, Jane Seymour or Victoria Principal," said Greg Renker, founding principal of Guthy-Renker, referring to spokeswomen for various brands in Guthy-Renker's portfolio. "Heidi Klum has a young, hip following that watches her show on Bravo."
In contrast to cosmetics, Renker explained that skin care products can be difficult to demonstrate on television and, therefore, appealing spokespeople are essential to pique watcher interest. "It [skin care] is more aspirational," he said. "It requires an inspirational presenter, someone that the customer might want to emulate, such as Cindy Crawford."
According to Manhasset, N.Y.-based Marketing Evaluations Inc.'s 2006 "familiarity" percentages for high-profile models, Klum ranks number seven with a score of 46 percent, below Crawford's second-place ranking and 77 percent familiarity. Klum has used her name recognition before in the beauty market to pitch Victoria Secret's Very Sexy Makeup and the perfume Me By Heidi Klum, which was released by German company LR Health & Beauty Systems.
Renker would not elaborate on the contract with Klum or estimate first-year sales of In An Instant. Guthy-Renker paid Sean "Diddy" Combs some $3 million to appear in infomercials for Proactiv Solution, an acne skin care system that was responsible for almost half of Guthy-Renker's $1.5 billion in sales last year. Guthy-Renker's other beauty brands generate $40 million to $150 million in revenues annually, with mineral makeup line Sheer Cover being the largest revenue driver outside of Proactiv.
"When we started, most of what we did and most of what our competitors did failed. We failed dozens and dozens of times on product launches," said Renker. "We learned pretty early never to bank on the next one. We treat our successes like the golden goose and our new launches, we give it our best shot, but we do not project financial success." — Rachel Brown
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