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.”
