OneWorldLive, a direct response marketer of health, fitness and beauty products, will launch a short-form infomercial Dec. 20 for its new wrinkle-eliminating product labeled Firmalift.
The two-minute spot will feature audience testimonials about the product's wrinkle-removing effects, before and after photographs and a demonstration by Lee Valentine, Firmalift's inventor.
OneWorldLive will target the product exclusively to females age 28 to 54.
“Men just don't seem to care about getting wrinkles,” quipped Nancy Duitch, president and co-founder of OneWorldLive, Los Angeles. She added that the company decided to use short-form because the self-explanatory and results-oriented nature of the product, as demonstrated by before and after photos, does not require a longer advertising medium.
The infomercial will be featured on national cable and local broadcast stations, Duitch said, adding that times of day have not been determined yet. She added that OneWorldLive generally budgets $20,000 for the initial test of a DRTV campaign.
Firmalift will include an evening cream and a gel or “serum” for the daytime. While a definite price has not been determined for the product, Duitch said it is expected to retail in the $40 range. She added that it is too early in the process to discuss any upsells associated with the product. OneWorldLive hopes to reach $15 million within the first year of sales of Firmalift.
The Firmalift infomercial will direct consumers to a toll-free phone number and a Web site, www.oneworldbeauty.com, to learn more about the product and to place orders.
“We hope to draw consumers primarily to the site because we are trying to create community among our users,” Duitch said.
OneWorldLive's main portal, www.oneworldlive.com, contains information about the company, its product offerings and articles on how to maintain a healthy lifestyle. The main portal registers roughly 1 million unique visitors per month, the company said.
OneWorldLive has hired independent producers for the infomercial. All other services, including fulfillment, continuity programs and online management, are being handled inhouse. Duitch would not specify what continuity programs there may be for the new product.
