NEW YORK — Former “Happy Days” star Anson Williams is having a stellar month.
Williams — who outside Hollywood is best known for his role as Potsie — is directing the new ABC comedy “Sons & Daughters,” which premiered on Tuesday, and is on the eve of rolling out his beauty business to mass retailers.
Later this month, Williams’ beauty venture, StarMaker, is slated to launch its Pearl Anti-Wrinkle Moisturizing Mist in 15,000 doors, including Walgreens, CVS, Brooks Eckerd Pharmacy and Ulta.
The actor-turned-Hollywood director formed StarMaker seven years ago with makeup artist JoAnna Connell, whom he met on the set of “Melrose Place.” Williams, who directed the TV show, began hearing buzz about a microdermabrasion product that Connell had mixed for the cast. It was just one of several products Connell had created in her profession as a Hollywood makeup artist.
He approached Connell about leveraging her homemade concoctions into a beauty business. She agreed, and several years later the company began selling Micro Pearl Abrasion on QVC and Drugstore.com.
StarMaker considered launching the product to broad retail distribution, but decided to shelve those plans in the fall of 2004.
“The timing just wasn’t right,” said Connell. “We needed the right partner.”
A year later, the company introduced Pearl Anti-Wrinkle Moisturizing Mist on QVC.
The mist, which can be applied under or over makeup, sold out during its two appearances on the network last fall, rekindling StarMaker’s retail ambitions.
“There are so many people that want to use the product that their favorite celebrity is using,” said Connell. “This is one they can afford,” she added, referring to the 1-oz. mist, which will retail for $19.99. The company sells a 2-oz. version on QVC for $29.99. Last November, the company inked a distribution agreement with AdSouth, a direct-response marketing company that markets beauty products under the DermaFresh brand.
Under the terms of the five-year agreement with StarMaker, AdSouth oversees distribution, consults on product development and handles marketing plans.
“We allow a smaller company, which has demonstrated success in alternative retail channels to park their products with us,” said AdSouth chief executive officer John Cammarano. “We take over from there.”
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In addition to securing shelf space in 15,000 doors, AdSouth has drafted a marketing campaign for Pearl Anti-Wrinkle Moisturizing Mist that includes print ads in beauty and fashion books, and an infomercial, slated to bow this weekend.