Joan Rivers to Launch DRTV Campaign for Skin-Care Line
The long-form infomercial will be hosted by Joan Rivers and her daughter Melissa and will feature testimonials about the products from various skin-care experts and audience members. Joan Rivers has hosted a bimonthly one-hour program on QVC featuring the product during the past year.
"The long-form campaign is being launched to increase exposure and brand awareness of the skin-care line," said David Dangle, senior vice president and chief creative officer at Joan Rivers Worldwide, New York.
He added that the frequency of a long-form campaign will enable the company to target a wider audience.
The skin-care line includes a cleanser, toner, night creams and day creams and is expected to retail at about $39. The infomercial will direct consumers to a toll-free number. Customer service representatives will upsell a club package that provides customers with a skin-care package on a monthly basis. Representatives will also upsell 20 other supplemental skin-care products.
Dangle said Joan Rivers Worldwide Enterprises will target high-income women older than age 35. Time slots for the campaign are still being determined.
"We will focus on television stations that target older women, such as Lifetime," said Lynn Hamlin, executive vice president at GoodTimes Entertainment, New York, the company producing the infomercial.
GoodTimes Entertainment is responsible for production, scripting, media placement and fulfillment.
"The Joan Rivers product fits in with our business because we focus on big-branded projects with celebrity endorsements," Hamlin said.