NEW YORK — Bath & Body Works is adding another spoke to its retail machine in the form of an infomercial that will double as its first national advertising effort.
This fall, the specialty chain will charge into the infomercial arena to tout its exclusive Patricia Wexler MD Dermatology skin care collection. The company has recruited one of the world’s most recognizable models, Christie Brinkley, for the purpose, creating a triple threat of retail, advertising and celebrity.
“It’s a well established and documented success strategy for personal care products, particularly for skin care,” said Camille McDonald, executive vice president of merchandise and brand development at BBW, explaining the retailer’s interest in the medium. “Infomercials are a viable retail channel for any brand that has a multidimensional, highly differentiated story to tell.”
Wexler, who had appeared in infomercials for the Proactiv Solution brand by dermatologists Katie Rodan and Kathy Fields before developing her own line, said she understands the power and scope of TV retailing. “I believe in telling a story,” said Wexler, adding that the spots are geared toward helping people understand the technology and application of the skin care products. “And, there’s no better person to do that with than Christie.”
To create the 30-minute film starring Brinkley and Wexler and promoting her existing line, BBW partnered with infomercial producer Script to Screen, which counts Bare Escentuals and Philosophy among its beauty clients.
Brinkley — who has been a patient of Wexler’s for 10 years and helped test items in the line — has signed on as direct marketing spokeswoman for Patricia Wexler MD Dermatology. The pair will kick off their union during an hour-long QVC appearance on May 7. The infomercial will begin airing nationwide in the fall.
BBW executives would not comment on how much Brinkley is getting paid. But according to industry estimates, the going rate is $1 million a year.
“It’s a great opportunity to be working with Dr. Wexler because she is such a warehouse of knowledge,” said Brinkley, who was reached at her home in East Hampton, N.Y., Thursday afternoon. “I knew that if she was going to put her name on a brand, she won’t settle for anything but the very best.”
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Brinkley breezily rattled off an explanation of how the line targets MMPs — or matrix metalloproteinase enzymes that break down collagen and accelerate the signs of aging technology — to enhance skin tone and zap age spots. She also divulged that living in the Hamptons has prompted her to become an online and catalogue shopper. “I’m all for [infomercials],” said Brinkley. “They’ve really become the American marketplace.”
Wexler has already appeared on QVC twice, once in January and once in March. “We are
really thrilled about how well Dr. Wexler has done with us,” said Allen Burke, director of beauty and cosmetics for QVC, adding that given Wexler’s column for Allure magazine and her appearances on Oprah, the QVC customers see the dermatologist as a beauty authority.
Burke added that QVC often sees a lift in its sales after a brand in its retail portfolio begins airing infomercials.
“Bath & Body Works is following the Leslie Blodgett school of marketing,” said industry consultant Allan Mottus, referring to the president and chief executive officer of Bare Escentuals. “If it succeeds, which it likely will, it will be the beginning of more infomercials for Bath & Body Works.”
Mottus added that Brinkley brings star power to the venture. Brinkley, who also trumpets Cover Girl’s Olay-infused antiage foundation Advanced Radiance, has emerged in recent years as an antiaging authority of sorts. Brinkley said she welcomes the opportunity to help women age gracefully, but commented, “I think we have to be careful of the phrase ‘antiaging.’ None of us need another impossible standard to live up to.”
BBW’s strategy of peppering its mix with exclusive and third-party brands, may prompt a more deliberate move toward traditional advertising vehicles. The retailer’s branding and communication efforts rely on its chain of more than 1,600-stores and direct marketing pieces.
“The mix has changed the message,” noted Wendy Liebmann, president of WSL Strategic Retail. “When Bath & Body Works was 100 percent vertical, the store was the brand communication vehicle. Now that it carries third-party brands, it needs to change the way it communicates its message.”
McDonald said an infomercial is a necessary first step before pursuing more abbreviated forms of advertising, such as print ads.
“I think advertising is becoming more of an option now. We have something to say about specific brands and about a new assortment that it is dramatically different from three years ago,” said McDonald.
In fact, BBW courted Wexler, one of the country’s leading dermatologists, to create a skin care line without “fairy dust” to usher the specialty chain into the dermatology skin care category.
Wexler created the line based on an in-office antiaging treatment she administered over the years. The retailer began rolling out the line in September to BBW stores, Henri Bendel and select C.O. Bigelow units.
“This line is not about snobbery. It’s about performance,” said Wexler, referring to her decision to partner with BBW. “Good skin isn’t a luxury. It’s a right.”