Zeno Corp. Signs Whitney Port for Beauty Device
Summary
Beauty device specialist Zeno Corp. has signed television personality Whitney Port for a $15 million advertising campaign to promote Hot Spot, its new thermal over-the-counter blemish-clearing device.Andrea DiNunzio, Zenos chief marketing officer, wouldnt discuss the terms of the companys contract with Port, but said commercials with the star of MTVs The City will begin airing March 8 on MTV, VH1 and TeenNick. Print advertising featuring Port, the designer behind clothing line Whitney Eve whose role on MTVs The Hills catapulted her to reality television fame around four years ago, is expected to follow in May editions of magazines such as Seventeen and Allure.She really has such a great image with people in our target, said DiNunzio, speaking of 13- to 29-year-old skin care consumers. DiNunzio said they are based on five scripts, most sticking to classic skin care advertising fare with the exception of one centering on a day in the life of Port. The $39.99 FDA-approved, battery-operated handheld device, which started rolling out to Wal-Mart, CVS, Target, Duane Reade and Ulta last month, is designed to destroy acne bacteria with heat treatments of two-and-a-half minutes.Zeno was founded in 2005 and first hit the market with a $225 blemish zapper aimed predominantly at dermatologists. The sleeker, cheaper blue and pink Hot Spot doesnt have replacement tips and is supposed to be disposed of after 80 uses, or three months for typical customers.Our real focus is the accessible price point, said DiNunzio.