In a first for direct-response giant Guthy-Renker, Beverly Hills dermatologist and television regular Susan Evans will launch her namesake skin care brand Wednesday on HSN before Guthy-Renker begins airing infomercials for Dr. Evans Cosmeceuticals products in about six months.
The two-tiered launch underscores HSN’s and Guthy-Renker’s big bets on Evans, a telegenic mother of four who starred on the E network’s “Dr. 90210” and has appeared on the “Today” show and “The Oprah Winfrey Show.”
HSN has in place a three-year strategic plan to build the brand, which is slated to appear on the shopping channel at 6 a.m., 10 a.m. and 2 p.m. on Wednesday, and 8 p.m. on Thursday. Guthy-Renker is confident Evans’ brand will join its lucrative beauty roster that includes Proactiv Solution, Meaningful Beauty, Sheer Cover and Wen by Chaz Dean.
“This will be our number-one skin care launch for the fall season,” said Michael Henry, senior vice president of beauty merchandising at HSN.
Guthy-Renker’s co-chairman Greg Renker said, “We will not commit to any product that we do not necessarily believe will do $20 million in the first 12 months, $50 million by the end of year two and scale to $100 million-plus. Chaz Dean is almost identical to that model. [Dr. Evans Cosmeceuticals] is right in the sweet spot of what we do and have done before.”
Evans and her business partner, Hateesh Syal, approached HSN before they formalized their relationship with Guthy-Renker, which typically strikes royalty deals giving brand originators 2 to 5 percent of gross sales. But Guthy-Renker has had plenty of practice on shopping channels with its brands — Proactiv and Meaningful Beauty are currently on QVC, for example — and Renker contended that stints on shopping channels boost brand exposure, foment broader demand and lift overall sales.
The infomercials didn’t factor into HSN’s decision to run with Dr. Evans Cosmeceuticals, according to Henry. He wouldn’t discuss sales projections for the brand on the channel, but industry sources have told WWD that beauty brands can generate between $1,000 to $1,500 per minute on shopping channels. Some products outsell that, as Mary J. Blige showed July 31 when, in six hours, she sold an estimated $3 million — or almost $8,400 per minute — worth of her fragrance My Life on HSN.
“We are always going for the home run, and more and more that is what we are looking for,” said Henry. “Having the infomercial is the icing on the cake, but isn’t our prime motivator. We have to make sure that the brand makes sense and it fits within HSN.”
Dr. Evans Cosmeceuticals’ products premiering on HSN center around antioxidant-rich papaya extracts. Out of the 11 products ($19.90 to $39.98) including a kit and a product duo, Henry conjectured the Enzymatic Lift Serum, Eye Lift Cream and Skin Refining Scrub would be the top sellers.
“I’m passionate about the papain enzyme. I have been using it in my practice for years,” said Evans. She added HSN “loves the story about farm workers in Hawaii having younger-looking hands from the papayas.”
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)