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Direct Response Marketing

Field Reports

1 Aug, 2005 By: Thomas Haire, Nicole Urso Reed Response

DR Skincare Leader Murad Helps SoCal Special Olympians

LONG BEACH, Calif. — Murad Inc., a well-known player in direct response and skincare, donated 1,500 bottles of its Oil Free Sunblock SPF 15 Sheer Tint for participants in the Special Olympics Southern California Summer Games 2005. The event took place at California State University, Long Beach (CSULB) on June 11-12.

Verimark Goes Public on South Africa s JSE Big Board
Verimark Goes Public on South Africa s JSE Big Board

Each of the 1,500 participants in the seven different sports contested (aquatics, basketball, golf, tennis, athletics, bocce and gymnastics) received a bottle of the sunblock designed to shelter skin from potentially damaging UV rays. The lightly tinted formula blends into all skin tones and uses ingredients like silica (oil absorbent), sodium PCA (wrinkle protection), lavender oil (soothing) and lecithin (skin appearance), according to the company.

"We are so happy to be a part of the Special Olympics Southern California Summer Games," said Dr. Howard Murad, dermatologist, CEO and founder of the company. "Murad Inc. is as committed to encouraging physical fitness, courage and growth as we are to protecting skin from environmental damage."

Murads sunblock product came in handy for Special Olympics participants.
Murads sunblock product came in handy for Special Olympics participants.

The annual Summer Games were held for a seventh consecutive year on the CSULB campus. Special Olympics Southern California is a non-profit organization serving 11 counties in the region.



Los Angeles Times Delves Into DR Diet Pill Controversy


Response editor-in-chief cited in front-page CortiSlim exposé.

LOS ANGELES — The Los Angeles Times released a front-page investigative report July 5 on the allegations and controversy swirling around CortiSlim, the weight-loss supplement widely advertised through multi-channel direct response campaigns. The story included information supplied by and cited Response editor-in-chief Thomas Haire.

The fact that more than 1 million people shelled out $50 dollars for the supplement may come as a surprise to Times readers who are unfamiliar with the selling potential of direct response (DR) products and the powerful impact of DR campaigns. The report also discusses the Federal Trade Commission's (FTC) voracious appetite for irresponsible and untruthful marketing campaigns that "fly in the face of reality." But it also points to the fact that the regulations come too late and that potentially dangerous products make their way onto store shelves too easily.

"As the profits continue to roll in, critics say the case shows how easy it is for dubious merchandise to skirt consumer fraud regulations, particularly after a 1994 law that eased restrictions on over-the-counter health products," Times staff writer Roy Rivenburg reported.

North Country Weekend a Big Success
North Country Weekend a Big Success

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