At this sold-out seminar that took place on the first day of HBA Global Expo, Dr. Nicholas Perricone, founder, Perricone MD shared the spotlight with panelists Jani Friedman, vice president of new brand development, Guthy Renker; and Jamie Kern Lima, co-founder & CEO, IT Cosmetics.

All have seen success with their products on shopping networks such as QVC, and shared their insights with the audience.

So, what does it take to get into Direct Response Television (DRTV)? Is innovation enough?

No – it turns out that you need a face behind the brand, as well as a chronicle of your efforts to innovate, according to the industry experts.

And for the select few with special qualities, Direct Response TV can be a game-changer. Innovation is important; a charismatic spokesperson and intriguing founding story are equally significant, the experts noted.

According to Friedman of Guthy Renker, 63% of the adult population buys products from television. But out of 146 beauty spots that launched in the US since 2010, only 7% are “blockbusters,” with examples such as Wen or Meaningful Beauty.

For more on this burgeoning beauty sector, look for an upcoming story by Melissa Meisel in next month’s Happi Magazine, on Happi.com.