09.03.09
Not even those ubiquitous infomercials are immune from recession. Guthy-Renker, who's brands include Proactiv, Meaningful Beauty by Cindy Crawford and Principal Secret, will report a decline in sales, primarily due to the economic slowdown.
Co-chief executive Ben Van de Bunt estimates that sales will decline 8% this year to $1.5 billion. But he is confident that the company will resume top and bottom line growth in 2009.
Driving that growth is international operations. Less than a year ago,Guthy-Renker debuted in India, and is getting ready to launch in Russia. With operations already in place in Europe, Asia and Australia, international sales account for 30% of the company's total.
By brand, Proactiv remains Guthy-Renker’s largest brand, despite plenty of competition in the acne category. Meaningful Beauty by Cindy Crawford is Guthy-Renker’s second-largest beauty brand, ahead of third-place mineral makeup brand Sheer Cover by Leeza Gibbons. Rounding out the top five are Chaz Dean’s Wen hair care line and Principal Secret by Victoria Principal, a skin care brand.
Looking ahead, Guthy-Renker continues to plug In an Instant, Heidi Klum's skin care line and is getting ready to introduceinfomercials for hair care line Chris McMillan Hair and skin care brand Ice Elements. Further down the road, Guthy-Renker is planning to launch infomercials for a new hair and scalp brand called Salon Silky with “Dancing with the Stars” co-host Samantha Harris this fall, and will test three new brands next year within the eyebrow, skin care and acne categories.
Co-chief executive Ben Van de Bunt estimates that sales will decline 8% this year to $1.5 billion. But he is confident that the company will resume top and bottom line growth in 2009.
Driving that growth is international operations. Less than a year ago,Guthy-Renker debuted in India, and is getting ready to launch in Russia. With operations already in place in Europe, Asia and Australia, international sales account for 30% of the company's total.
By brand, Proactiv remains Guthy-Renker’s largest brand, despite plenty of competition in the acne category. Meaningful Beauty by Cindy Crawford is Guthy-Renker’s second-largest beauty brand, ahead of third-place mineral makeup brand Sheer Cover by Leeza Gibbons. Rounding out the top five are Chaz Dean’s Wen hair care line and Principal Secret by Victoria Principal, a skin care brand.
Looking ahead, Guthy-Renker continues to plug In an Instant, Heidi Klum's skin care line and is getting ready to introduceinfomercials for hair care line Chris McMillan Hair and skin care brand Ice Elements. Further down the road, Guthy-Renker is planning to launch infomercials for a new hair and scalp brand called Salon Silky with “Dancing with the Stars” co-host Samantha Harris this fall, and will test three new brands next year within the eyebrow, skin care and acne categories.