NEW YORK — QVC isn’t the only game in town.
The home shopping network’s success selling beauty has marketers looking at all channels of direct marketing, including infomercials and other home shopping choices. Even daytime talk shows and soaps have become the latest marketing tools. With shoppers somewhat bored at the mall, more are tuning in and buying.
The power of being able to view the pitch is paramount and a major reason behind the success of Maxius Systems’ MAXIglide, a hair straightener. There are hundreds of straighteners on the market sold everywhere from drugstores to salons.
Consumers with curly hair are among the most eager when it comes to trying the next best mousetrap. So many were taken with hairstylist Masood Max and his demonstration of MAXIglide that since February more than 300,000 units have been sold via Shop at Home TV, infomercials, Bed Bath & Beyond, Linens-N-Things and beauty salons.
Almost seven years of research and development went into MAXIglide, according to Max, a celebrity hairstylist who once slept in his car to help save money to develop his dream hair products. Although he originally pursued a career in engineering, Max found that his salon business was growing so fast that he couldn’t walk away. It eventually attracted celebrities such as Heather Locklear and Debra Messing. He used his engineering savvy to create MAXIglide.
“I saw the need for a straightening iron that would reduce styling time, while producing superior results,” said Max as he demonstrated the tool on a model’s very curly locks.
What differentiates MAXIglide from other straighteners is the use of detangling pins situated in perfect positions on the plate, as well as a built-in steam-burst feature that moisturizes hair. This means the hair doesn’t need to be blown out first — one of the most time-consuming parts of straightening. Also in Max’ stable are The End, a product that keeps hair smooth in humidity, Beyond Straight and Adjust a Curl, flat rollers that are adjustable and self-holding. There is also a mini version of MAXIglide called MINIglide.
With success in direct markets and select retailers, Max is looking to expand into more retail venues. The infomercial and home shopping appearances have helped introduce shoppers to the items. “You get noticed first at salons and then home shopping helps build awareness and that leads to retail. Products live and die at retail,” said Max. He’s overflowing with other new products to solve other hairstyling challenges. “I’m working on five new patents. My dream is to expand the line,” he said.
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The sheer number of products that can be sold via direct marketing is mind-boggling. Just ask Susan Lucci, who recently expanded her Youthful Essence line. “We’ve sold just abut three million kits in two years,” said Lucci via telephone. She conquered women’s faces and now she’s after the rest of their bodies. “We just finished an infomercial showing how we can help feet and legs,” she added. Lucci said the new product extensions were “natural outgrowths” of the existing line. She admitted her appearance in the infomercials is the best-selling tool. “There is great technology in this product and I want to pass it on. I’m happy to see younger girls starting to be interested in skin care,” Lucci said.
Lucci is indeed her best promoter. On the Tuesday edition of the Martha Stewart show, Lucci announced to the audience that it was going to receive Youthful Essence. Giving away products has become as common on daytime TV as cooking segments. And that’s a good thing, as Stewart would say, for sales. Retailers reported a spike in sales of Sarah Jessica Parker’s Lovely after Oprah mentioned it on her show and gave it away as one of her favorite things. And, of course, Wal-Mart continues to benefit from the ongoing feature of scents Enchantment and Fusion on “All My Children.” Fusion, in particular, has been a subject of many recent episodes.
Many products get an initial push on TV and then become hot items on retail shelves. At Walgreens, for example, several wax kits from Nads, first launched via infomercials, are featured on end-of-aisle displays.
Using the tube to market beauty is becoming a trend more marketers are watching. Just a few years ago, hawking beauty on TV was for tiny companies that couldn’t net shelf space. Now beauty sales are estimated to exceed $450 million annually. That’s proof that tuning in can turn on sales. The stigma is gone and next year undoubtedly will bring more direct beauty retailing.