Biozhem Cosmeceuticals, a developer of skin care products, expects to debut an infomercial in late spring for its new skin care product, Cell Life ProteinB Complex.
The 30-minute infomercial will rely on testimonials from consumers and scientists that participated in clinical trials of the product.
“We spent about $75,000 on clinical trials, which is considerably more than similar companies spend on trials,” said Marti Wolf, president of Biozhem Cosmeceuticals, San Juan Capistrano, CA.
“We decided to use long-form because it is not a story that anyone would believe in two minutes.”
The infomercial, which targets women age 30 and older, will offer a 60-day supply of the topical skin gel and a supply of an exfoliating activator gel. Consumers will be directed to a toll-free phone number to purchase the product, which is expected to retail for $120. Upsells have not yet been determined, Wolf said, adding that the company will also offer a continuity program for the product.
The media schedule has not been finalized, but Wolf said that the infomercial will run on local and national cable stations.
“We will run it everywhere health and beauty products have performed well, such as Lifetime Television,” he said.
The company plans to sell the product in early May on its Web site and at its retail centers in Texas, Oklahoma, Colorado, Arizona and California.
Following a 12-week DRTV test of the product, the company will begin marketing through general interest and health and beauty catalogs, newspapers, magazines and other general interest periodicals.
Script to Screen, Santa Ana, CA, is producing the infomercial. Biozhem is in the process of selecting media placement and fulfillment companies.