Thane Starts Multichannel DR for Skin-Care LineThane International launched a skin-care product line Friday known as Klear Action via a direct response campaign featuring DRTV, radio and print. It also plans to market the line via specialty retail outlets.
A 120-second short-form DRTV spot went into rotation last week, and Thane plans to launch a 120-second radio spot by mid-May. Thane will include the Klear Action line in the Taylor Gifts and Dr. Leonard's catalogs and is running full-page ads in the magazines Glamour and Redbook.
Retail marketing for the product line will begin this month with Klear Action point-of-purchase displays and monitors running Klear Action demonstration and testimonial videos at Walgreens cosmetics counters. Later, Thane will sell the product at specialty retailers including Linen & Things, General Nutrition Centers, Bed, Bath & Beyond, Duane Reade, Shopco and Ultra Cosmetics.