Millennium Preps New Infomercial for Skin Care Line

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Millennium Direct said yesterday that it will air a new long-form infomercial for its skin care line, TheraCel, on an undisclosed date in the spring.

The 30-minute spot is an enhanced version of the first infomercial for the product, which the company claimed has attracted roughly $7.5 million in sales since the product's 1996 release. The company has attempted to improve upon the original spot by adding a moisturizer for extremely damaged skin to the line and upgrading the product's packaging.

TheraCel will target women between 37 and 50 years old.

"Once women are passed 50, they usually don't care as much about skin maintenance," said Ardis Balis, president of Millennium Direct, North Blenheim, NY.

Infomercial personality Maria Marshall and Balis will host the new spot. The advertisement, which was filmed in Paris, will feature before and after shots and demonstrations by the product's inventor, Dr. Michael Tordjman. The infomercial will direct consumers to a toll-free telephone number to place orders.

TheraCel includes an "anti-wrinkle" topical liquid formula; soap; day and evening moisturizers; and the new moisturizer for severely damaged skin, labeled Pro Moist. The package will cost between $100 and $150.

Hawthorne Direct, Fairfield, IA, is responsible for all production, scripting and fulfillment for the campaign.

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