The objectives and goals of the Infiniti Nano Silver by Conair infomercial were to successfully introduce a new hair product via the infomercial format, and for the infomercial to perform as an independent profit center. The secondary goal was to use the infomercial as a “sell-in” and “pull-through” marketing vehicle into the nation’s largest mass retailers, such as Target, Walmart and CVS.
The infomercial features extraordinary production values for this relatively new hair category. It follows the traditional demonstration show format, and includes Women-on-the-Street comments, testimonial sound bites with “before and after” insets from actual Infiniti Nano Silver users, and on-set makeovers with celebrity hairstylist, Darrell Redleaf.
The infomercial tested successfully in February 2008, and rolled out nationally. It was an overwhelming success; by far the most successful infomercial execution in the history of the Conair Corporation. The infomercial surpassed Conair’s media efficiency ratio (MER) goals, and met its larger and more important goal of mass retailer success, distinguishing the Infiniti name as Conair’s “prestige” brand of hair products.