Former 'Knots Landing' Star Turns to DRTV to Sell Makeup Line

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Donna Mills, former star of the television series "Knots Landing," is teaming up with OneWorldLive to market a new eye makeup line through an infomercial campaign scheduled to debut in mid-March.


OneWorldLive has produced two infomercials to market the product line, called The Eyes Have It -- a two-minute advertisement and a half-hour version, both hosted by Mills.


The short-form ad features a demonstration of a skin cream labeled ConFirm, which is included in the product line, and an "exposed upsell" of the remainder of The Eyes Have It line. This ad will direct consumers to a toll-free number and a Web site, www.donnamills.com, to purchase the product.


The half-hour show features a 22-minute demonstration of all the products in the line, before-and-after pictures and user testimonials. The ad directs viewers to a toll-free number and the Web site to make purchases.


"We are demonstrating the makeup on a black woman, an Asian woman and an Indian woman to show that the makeup works effectively with any skin color," said Nancy Duitch, president and co-founder of OneWorldLive, Los Angeles.


The company will decide which campaign to run based on consumer response to a mid-February show for the product on QVC. Time specifics for that show have not been determined yet. The product line has been featured on the Donna Mills Web site since mid-January, Duitch said. The company has registered orders for up to 15 makeup kits per day through the site without using any outside advertising, Duitch added.


"Most cosmetic shows don't work because women usually like to touch and try out colors before they buy," she said.


The response to the Web site marketing instills early confidence that the campaign will work, Duitch added. "We've never seen this kind of reaction," she said. Sales goals have not been determined yet.


"We originally thought our target market would be women 30 years old and up, but it's amazing how many 20-year-olds respond to Donna," Duitch said.


She added that the makeup line differentiates itself from competing lines because it is targeted to women of all skin colors and economic levels. It is expected to retail for $49 to $59.


Customer service representatives at OneWorldLive will upsell a variety of skin- and body-care products and a makeup continuity program, Duitch said. Prices have not been finalized yet. The makeup kit includes the 22-minute instructional video.


The company has not finalized media buying schedules for the campaign.
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