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17. Guthy-Renker

Published June 28, 2012
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17. Guthy-Renker

17. Guthy-Renker

Palm Desert, CA
Sales: $1.1 billion (estimated) for personal care products.
Corporate sales: $1.5 billion.

Key Personnel: Bill Guthy and Greg Renker, co-founders and co-chairmen; Kevin Knee, vice chairman and chief financial officer; Ben Van de Bunt, chief executive officer; Lenny Lieberman, chief creative officer.

Major Products: 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.

New Products: X-Out acne treatment, Wen Summer Mango Coconut Cleansing Treatment. To be launched: Supersmile oral care products.

Comments: Privately-held Guthy-Renker is the leader in direct response television. The company markets a wide array of personal care products, led by Proactiv, the skin care line for teens, which is said to have annual sales in the neighborhood of $800 million.

Wen Fall Ginger Pumpkin Cleansing Conditioner was a limited edition.
Last year, G-R rolled out X-Out, a new concept in fighting acne from Katie Rodan and Kathy Fields, the same duo behind Proactiv. X-Out is billed as a one-step acne treatment that “gets sucked deep into pores and stays behind to help kill breakout-causing bacteria on contact,” according to the company.

What’s the secret behind X-Out? Why, it’s just good old benzoyl peroxide (8.5%), along with sodium cocoyl isethionate, polyethylene beeds, linoleic and linolenic acid, glycerin and menthol. Although there’s nothing new about benzoyl peroxide, the X-Out bottle features a QR code. When teens scan it, they can watch a new 2-minute video every day while they wash their faces with X-Out.

Also last year, G-R signed celebrity dentist Dr. Irwin Smigel to create an infomercial for Supersmile teeth whitening products. But unlike other G-R brands such as Proactiv and Meaningful Beauty, Guthy-Renker does not own Smigel’s oral care line.

In May, Greg Renker received the Horatio Alger Award, which honors the achievements of outstanding Americans who have succeeded in spite of adversity and to emphasize the importance of higher education.


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