Palm Desert, CA
Sales: $1.1 billion
$1.1 billion (estimated) for personal care products. Corporate sales: $1.5 billion.
Bill Guthy and Greg Renker, co-founders and co-chairmen;Ben Van de Bunt and Kevin Knee, co-chief executive officers and presidents.
Cosmetics and personal care brands including Proactiv, Principal Secret, Youthful Essence, Sheer Cover, Meaningful Beauty, Natural Advantage, In An Instant, Wen by Chaz Dean, Scalp Med.
Dr. Evans Cosmeceuticals.
Sales were flat last year for the infomercial king and observers blame it on consumers growing weary of watching those 30-minute ads. To try to woo them back, Guthy-Renker spent more than $10 million last year on billboard advertising and network television spots for Proactiv, its best-selling brand.
But to put that ad-spend in perspective, the company spends nearly $200 million for TV airtime for those Proactiv infomercials, according to sources, who say that it typically costs $20-30,000 to buy a half hour on a Saturday morning.
The newest addition to the G-R lineup is Dr. Evans Cosmeceuticals, which debuted in August. The Dr. Evans line includes Papaya Renewal, a three-step program that’s designed to cleanse, revitalize and replenish skin.
But there’s more to G-R than beauty. The company also sells Tony Robbins’ inspirational programs, old Dean Martin Celebrity Roast tapes and more. In March, Guthy-Renker announced its intention to partner with Sacramento-based financial company, Paramount Equity. Guthy-Renker will take a significant equity stake in Paramount Equity, which includes Paramount Equity Mortgage, Paramount Equity Insurance Services and Paramount Energy Solutions. Guthy-Renker will provide marketing resources to help Paramount Equity grow nationally over the next few years.
“Guthy-Renker’s history is about teaming up with extraordinary people and companies to get their stories told. Paramount Equity is a great company with outstanding employees, a vibrant culture and passionate vision. We’re excited by the opportunity to give them the marketing help that they need to grow,” said Ben Van de Bunt, co-CEO of Guthy-Renker. “The offering of mortgage, solar and insurance delivers a powerful combination that will enable Paramount Equity to become a sizeable player in the national market.”