LOS ANGELES — Direct-response behemoth Guthy-Renker is adding Ice Elements to a skin care roster that includes Proactiv and Meaningful Beauty.

This story first appeared in the August 29, 2008 issue of WWD. Subscribe Today.

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.”

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