Guthy-Renker

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Guthy-Renker International

logo
legal form Limited Liability Company (LLC)
founding 1988 (USA), 2003 (Germany)
Seat Santa Monica , California
management Bill Guthy, Greg Renker; Europe: Matthias Epp
sales $ 1.5 billion (2012)
Branch Cosmetic and fitness products
Website www.guthy-renker.com

Guthy-Renker is a global direct marketing -Unternehmen with a turnover of over 1.5 billion US dollars . Guthy-Renker specializes in the direct sale of cosmetic and fitness products via television and the Internet. Guthy-Renker is represented in Europe with a branch in London.

history

Guthy-Renker was founded in 1988 with headquarters in Santa Monica and Palm Desert ( California , United States ) by namesake Bill Guthy and Greg Renker. Guthy-Renker has been represented on the German market since 2003. Guthy-Renker's first products included self-help and motivation courses. The founders bought the rights to the self-help book Think and Grow Rich , both of which were huge fans, for $ 100,000 and aired their first long-term commercial for sale in 1988. Former football quarterback Fran Tarkenton led through the long-term commercials. Guthy-Renker generated sales of $ 10 million from these programs. Another product that Guthy-Renker marketed early on was the "Personal Power" book series on motivational lectures by Tony Robbins.

The company started selling cosmetics and skin care products in the United States in 1991. After market research showed that 70% of Guthy-Renker's viewers were female, the company launched the “Principal Secret” cosmetics line from Victoria Principal. In the 1990s Guthy-Renker began marketing household goods, the “Perfect Smile” tooth bleaching agent and fitness products such as “Fitness Flyer”, “Perfect Abs” and “Perfect Buns and Thights”. By 1996, 40 percent of the company's sales were attributable to its fitness products.

Products

Guthy-Renker uses permanent advertisements, TV commercials, direct mail and the Internet for direct product marketing to customers. The free mails take over $ 1 million of production costs and are mostly sponsored by well-known celebrities. By 2010 Guthy-Renker's product portfolio already comprised over 15 different products. Guthy-Renker's most successful product is Proactiv, a skin care line to combat blemished skin. About half of the sales are achieved by Proactiv (as of 2005).

In addition to Proactiv, the company also sells the brands Sheer Cover Studio Mineral Make-up, Meaningful Beauty Anti-Aging Skin Care and WEN Hair Care.

Guthy-Renker Germany

Guthy-Renker Germany is based in Wiesbaden and is responsible for Germany, Austria and Switzerland. The company was founded in 2003 as a GmbH. In 2012 the company had an average of 29 employees.

Individual evidence

  1. ^ Infomercials industry forms trade association , Williams, Scott (Aug. 4, 1990), Associated Press, accessed Aug. 22, 2014.
  2. ^ Pioneers of a new way to sell , Richman, Louis (October 31, 1994), Fortune. pp. Volume 130, Issue 9, accessed August 22, 2014.
  3. ↑ Mary Lou Roberts; Paul D. Berger (1999). Direct Marketing Management. Prentice Hall. pp. 58-. ISBN 978-0-13-080434-1 , accessed August 22, 2014.
  4. ↑ Shill Shocked , Rose, Lacey (November 3, 2010), Forbes, accessed August 22, 2014.
  5. ^ Gladwell, Gina (August 1997), Guthy-Renker: 10 Years of Trailblazing in Direct Response Marketing, ResponseTV
  6. ↑ Let Them Eat Cake: Marketing Luxury to the Masses - As well as the Classes , Pamela Danziger (January 1, 2005), Kaplan Publishing. pp. 126–, ISBN 978-0-7931-9307-3 , accessed August 22, 2014.
  7. ↑ Fussell, James (February 8, 1999)., "As Seen on TV Fitnes Fads Thrive on Variety," The Kansas City Star. S. D1.
  8. ↑ Pederson, Jay (2000), International Directory of Company Histories 32. St. James Press, ISBN 1558623914 .
  9. ↑ Let Them Eat Cake: Marketing Luxury to the Masses - As well as the Classes , Pamela Danziger (January 1, 2005), Kaplan Publishing. pp. 126–, ISBN 978-0-7931-9307-3 , accessed August 22, 2014.
  10. ↑ Remy Stern (October 6, 2009), But Wait ... There's More !, HarperCollins. pp. 78–, ISBN 978-0-06-197111-2 . accessed on August 22, 2014.
  11. ^ Guthy-Renker gives the infomercial street cred , Arndorfer, James (May 2, 2005), Advertising Ag, accessed August 22, 2014.
  12. ↑ Shill Shocked , Rose, Lacey (November 3, 2010), Forbes, accessed August 22, 2014.
  13. ^ Guthy-Renker gives the infomercial street cred , Arndorfer, James (May 2, 2005), Advertising Ag, accessed August 22, 2014.
  14. ↑ 2012 annual financial statements in the electronic Federal Gazette.