Script to Screen - Case Study

Caruso Molecular Hairsetter

Client: Helen of Troy
Product: The Caruso Molecular Steam Hairsetter
Price Point: $59.95
Objectives: To re-introduce the Caruso brand name and the Caruso Molecular Steam Hairsetter to the marketplace; to distinguish it from other Caruso products, and to drive retail sales.
Host: Lisa Hartman Black

• Grew to No.1 market share within product category
• Grew retail sales by over 800%
• Over 3 million units sold

In today's beauty market, there's no shortage of hairstyling products, however, not all of them keep the promises made in their advertising. The Caruso Molecular Steam Hairsetter is a "natural" beauty product for infomercial marketing; a product that really works, is easy to use, does not damage your hair, and is affordable. It is no surprise that it was an overwhelming success.

Hosted by Lisa Hartman Black, the infomercial features Darrell Redlief-Fielder who demonstrates the Caruso Molecular Steam Hairsetter on several models of various ages. To emphasize the longevity of the curl, the product is even demonstrated on a female skydiver who jumps from 13,000 feet after removing the curlers. This is undoubtedly the highlight of the show.

Within a few months of the infomercial airing, sales of the product skyrocketed to #1 in the Nielsen ratings for retail products in its category, and the infomercial entered The Jordan Whitney Top 10 ratings for media spend.