NEW YORK — Anson Williams has directed episodes of “Melrose Place” and “Baywatch.” Now Williams, who starred as Potsie in the TV smash “Happy Days,” is hoping to direct his biggest production yet — the growth of beauty company Starmaker.
Starmaker’s first product, Micro Pearl Abrasion, was fast out of the gates via direct marketers such as drugstore.com and QVC seven years ago.
Now, Williams and business partner JoAnna Connell are hoping the sequels will sell, too. New items include Pearl Anti Wrinkle Moisturizing Mist and Hollywood Hands, a product that gives a facelift to hands. Connell is a Hollywood makeup artist who helped create the formulas after seeing the rejuvenating power of pearls.
Along with new products, Starmaker has picked up important new distribution at CVS, Walgreens, Brooks-Eckerd and GNC. By the end of 2007, the brand will be available in 17,000 doors with sales projected to hit $20 million. The company was started, according to Williams with only $9,000 invested.
Williams first noticed the star power of Connell’s products while working on shows such as “Melrose” and “Baywatch” where he not only saw how great the actors looked, but how much they loved the products. On “Baywatch” in particular, Connell had to hide imperfections such as acne and sun damage. Today, the products are used on the sets of shows ranging from “Desperate Housewives” to “Ugly Betty.”
Realizing the competitive nature of getting products onto retail shelves, Starmaker invested in a study to prove the efficacy of its items. Among the highlights were the fact that results are immediate after one application, there is reportedly up to an 81 percent improvement in vertical frown lines, up to a 79 percent improvement in horizontal frown lines and up to a 60 percent improvement in skin tone. “We thought it was important as a company to have clinicals,” said Williams, who has quickly learned the ins and outs of the mass beauty business.
The growth of Starmaker comes at a time when skin care is one of the fastest-growing categories in mass stores. Products are getting more sophisticated and consumers are willing to pay a bit more outside of department stores.
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Starmaker products range in price from $14.99 for the Hollywood Hands to $39.99 for the Micro Pearl Abrasion. And, of course, retailers like the fame and celebrity link at a time when all consumers want to be and look famous. Starmaker’s clients include Madonna, the cast of “Grey’s Anatomy” and actors in Reese Witherspoon’s new film “Rendition.”
Williams hopes to harness the power of celebrity secrets and turn Starmaker into a whole franchise beyond just beauty. Among items in the works for further distribution are square, handheld lint removers such as those used on sets to quickly tidy up clothing and Dry Touch, a formula to keep hands and feet dry for five hours.
Interviewed at a Manhattan restaurant, Williams speaks with unabashed enthusiasm about the beauty business, while admitting it is as tough to crack as Hollywood. The charm that made him a household face in the “Happy Days” years comes through as he talks about his quest to put high-quality beauty products into consumers’ hands at reasonable prices. “Why should people have to pay hundreds of dollars for skin care,” asked Williams referring to pricy department store lines.