Secret Ingredients: Their Husbands
By BETH LANDMAN

JO WOOD, wife of the Rolling Stones guitarist Ron Wood, spent 30 years touring with the band, and apart from being a mother, her only occupation was helping to dress her husband for his shows. Now that their children are out of the house, she has launched Jo Wood Organics, a line of oils, creams and candles that she sells in New York at Bergdorf Goodman.

“I’m what you call an empty nester,” Ms. Wood said. “My kids left home and it was time for me to get busy. And being a woman, I always loved products.”

Lisa Hoffman, too, spent much of her life on the road. As the wife of Dustin Hoffman, she traveled with her family from one film location to the next, lugging myriad jars and bottles and envisioning a more portable apothecary. But it wasn’t until her four children were grown that she found time to act on her vision.

“It came to me in a dream,” she said, explaining the inspiration for her new line called Night & Day 24 Hour Skincare. “How neurotic is that? I dream about packing and packaging.”

Like Ms. Wood, Prince’s wife, Manuela Testolini, came out with a collection of candles and oils. She first designed a few products that she sold on Prince’s Web site, then established her own line, having found that candles made her feel more at home when she went on tour with her husband. Called Altru, her products are prominently displayed at Anthropologie and ABC Carpet & Home. She is planning to add a skin care line and bath products. (Ms. Testolini filed for divorce from Prince last year.)

After years of living in the shadows of their famous husbands, these women have all chosen to pursue similar paths to their own recognition with lines of beauty products.

And why not? In an age when obscure makeup artists and some decidedly unglamorous dermatologists promote their signature products with glossy blowups of themselves in store windows — and the socialite Marjorie Gubelmann Raein is being photographed promoting Vie Luxe, her home collection that includes candles, soaps and body creams — it is hardly surprising that celebrities-once-removed are also going for a piece of the potentially lucrative beauty action, not to mention a shot at becoming a household name in their own right.

These women, at least, have some experience getting others camera-ready, and they have kept on top of the competitive worlds of Hollywood and rock ’n’ roll.

That may have given them an advantage in entering the beauty market, but it has hardly guaranteed success.

“There’s a perception that it’s very easy to start a line,” said John Demsey, group president of Estée Lauder Inc. “I swear, on a daily basis I meet someone who wants to, but it takes a lot of originality, hard work and brand building. Most of the lines that succeed are based on some core idea or source of authority, like a doctor. Just because you have access, does not make you an authority.”

Each of the lines created by these celebrity wives does have a core idea or distinguishing feature. Ms. Hoffman’s system is meant for ease; products are numbered so there is no confusion about the order in which to apply them. Her travel kits are packaged in airtight ampuls that guard against bacteria and oxidation, and meet airline size regulations.

Ms. Wood has produced a luxury skin-care line for the body from intoxicating exotic extracts that are purely organic. According to her Web site, many of the products are inspired by things she has picked up during her touring travels.

Ms. Testolini’s garden-inspired soy-based candles are designed to be environmentally friendly — even the copper containers are meant to be recycled — and part of Altru’s proceeds go to charity.

All three lines are luxury priced. A packet of Night & Day, which provides skin care for a single day, costs $20; the full-size moisturizer is $75, and the night cream is $125. A bar of Ms. Wood’s soap is $24, while her oils go for $125. The Altru candles are $55.

Mr. Demsey said the beauty business is entrepreneurial, which gives these women an edge. To begin with, they have capital, an advantage when a start-up line can cost from $250,000 to more than $2 million.

“I never want to second-guess the possibility of anyone being successful,” he said. “These women do have money and access, and access is part of winning the game. We certainly wouldn’t discriminate against anyone who is married to a famous person.”

In fact, manufacturers, stores and those in the marketing chain tend to bend over backward for people with celebrity connections. According to Sharon Garment, a former vice president for product development at both Revlon and Estée Lauder, who is now an industry consultant specializing in emerging brands, “There are many costs and logistics involved in creating a beauty brand, and it poses challenges to get funding and meet manufacturing minimums.

“With celebrities,” she said, “or in this case, those attached to them, there is a greater willingness to bend the rules, because there is an elevated sense of confidence that there will be significant exposure that will generate brand awareness and sales.”

Leniency also buys bragging rights, said Ms. Garment, who has created products for companies like Calvin Klein, Bobbi Brown and Victoria’s Secret. “There is an added cachet of being affiliated with illustrious names,” she said. “A lot of these people would otherwise never have the chance to rub elbows with celebrities.” Now, someone who works at a plant in New Jersey can talk about the time a famous actor or rock star visited his office.

Avon, in business since 1886, has for the first time decided to collaborate with a makeup artist. Jillian Dempsey,who will design and direct the new lines, is certainly well known and respected in the industry, but it doesn’t hurt that she is married to Patrick Dempsey, a star of “Grey’s Anatomy,” and that the announcement was picked up by news media that rarely cover the cosmetics industry.

Ms. Wood makes no secret of the fact that she capitalizes on the Rolling Stones’ name to promote her products. “Keith uses the oil as a kind of perfume, and Mick likes to take a bath with it,” Ms. Wood said. “Jerry Hall has been amazing. She’s always saying: ‘Jo’s oils are fantastic. I love Jo Wood’s bath products.’ ”

Mr. Hoffman’s support of his wife’s endeavor is also paying off. “It’s been only two years since I decided to do this line,” Ms. Hoffman said, “and already I’m in my dream stores.”

The British luxury department store Harvey Nichols picked up her products, a decision that paid off from a public relations standpoint when London’s daily columns reported that Mr. Hoffman was spotted checking out her counter display.

“Sure it opens doors for me,” Ms. Hoffman said, “but if the product wasn’t good, nobody would buy it.”

According to Ed Burstell, senior vice president for beauty, accessories and footwear at Bergdorf Goodman, which carries Night & Day as well as Jo Wood Organics, the store chooses its products from hundreds that vie for space on its beauty level.

“The fact that these women are with celebrities is an added bonus for sure,” he said. “In these two cases the women are charismatic themselves, and the whole package was appealing. Lisa created products that she personally had a need for and they resonated with our customers, and the quality of Jo’s line is amazing.

“The husband’s participation in the promotion is not expected, but if it happens, it’s very nice,” he said. “There’s no denying the public’s appetite for association with celebrity.”

I wonder why they're still referring to her as Prince's wife.

PurpleCharm said:

Well, since this article is specifically about woman who are/were married to famous men, I supposed they kinda needed to mention who the famous guy she married was. They do point out that she filed for divorce last year though.


(I was hesitant to post this, cause I know it's just going to turn into the same ole bitch fest that most Mani threads do...)

After years of living in the shadows of their famous husbands, these women have all chosen to pursue similar paths to their own recognition with lines of beauty products.

This is odd to me, don't get me wrong the article is good and very promotionally supportive of these women. But this statement:
Has Mani among two other women who have spent decades with their husbands on the road through all the highs and lows, raising their children to adulthood. Somehow, she seems out of place. Okay, she was married to a famous success guy for a few years but comparatively she really hasn't earned her stripes

morningsong said:

7 years and she hasn't earned her stripes? in fact, 7 years with PRINCE...stop hatin'

preciosa863 said:

Read carefully, compared...to...the...other...two...women. She hasn't. 7 years is not even 1 decade, let alone 2+, and I understood they were married for 4 years {I don't know } where's the info police when you need them.

morningsong said:

I read carefully, I still don't believe any given # of years constitutes earning stripes. She is very dedicated and committed, I think that in itself gives her the ""stripes she needs...Just my opinion. Not trying to be mean..
[Edited 5/17/07 14:57pm]

She is very dedicated and committed

morningsong said:

to what again?
[Edited 5/17/07 17:23pm]

wonder505 said:

You know what... Why not give Manuela her props? You may not like her for whatever reason, but she is making a difference in the lives of children, A Perfect World... I see her in photos totally involved and participating with the children. When she is in the photos with this children, she is not posing, she is an active participate, committed and dedicated. For that I give her prop...She is a motherless mother. Any person that committs themselves unselfishly to this type of cause is worthy of MY praise.
[Edited 5/18/07 9:53am]

preciosa863 said:

Anything or anyone who benefits the lives of children gets my vote. i work with non-profit organizations and have friends who tirelessly build organizations from scratch, many had to fold because of financial struggles. I appreciate what Mani is doing but I don't care for her approach. I disagree about her photos. To me, she never seems to deliver the message without glamourizing herself. Just look at her myspace page, I have to wonder is it about children, or is it about showcasing her beauty and her lifestyle. Yeah she got a couple a photos doing artwork with the kids, and also a ton of her posing.

Perfect example. Her latest blog talks about some book she's going to be featured in about living in a eco-friendly house and has a photo of her house that "she" designed. Now to me, if you portray your public image to be crusader for under-privileged and children, rather than showing pictures of your million dollar house you got off your ex's money, why not talk about what resources are out there for those across all economic status that cam afford us the opportunity to purchase such a house. When my friends conduct workshops and events, their focus is getting the word out on resources, not showcasing the things they have, the things they do, like Mani does IMO.

That's how I look at it. I'm sure many disagree with me. I can't say I don't like her. I call it like it is. Her non-profit work to me just looks like a mix a hollywood fame and glamour, with a cause.

wonder505 said:

I have volunteered at an IAPW event and I can say that Manuela is there from start to finish, actively participating. Not that it matters, but at the one I helped with, she was wearing an IAPW T-shirt, jeans, hair pulled back in a pony tail and little to no make up. Not posed or glammed up at all.

I understand what you're saying about 'talking the talk & walking the walk' but if someone with money, who can make a difference (b/c it does take funding to run non-profits--I work for one too), sees a "posed pic" or "glamour" article in a magazine and then finds out her connection to IAPW---if that is what gets them involved, does it really matter that they found out that way? How else would you suggest they find out? The way I see it is that least they're involved instead of not doing anything.

Do you have problems with Leo DiCaprio's, Brad Pitt's or Bono's approaches too, or is it that something about her affiliation with Prince that makes you more critical? (<--Not trying to sound bitchy, genuinely asking...)

DevotedPuppy said:

DiCaprio, Pitts or Bono are entertainers by trade which is apart of the hollywood glamourous life, I'm not sure how Manuela compare to them, I thought she was just a regular chick.

My point is I don't care who it is, if you are about non-profit, the focus should be on the cause and on promoting the resource not about glamourizing the fact that you do the non-profit work, which is how I see Manuela's approach sometimes and other folks that I know. I don't know much about DiCaprio but I happen to listen to Pitt on a few occasions about his greenhouse solution on alternative living, and was impressed because he broke it down and talked about how it's more economic and how he's working with architech's and cities on special programs for those with financial needs to apply for - that's where you get me to listen.

I am quite sure someone will benefit and is benefitting her cause, and ofcourse I will give her props for that, i will give anyone props for that, but at times Manuela and alot of hollywood folks, appear to glamourize themselves through the cause and that is where I become critical. Like I said, when I look at her myspace I wonder if this is about her or about the cause. That's just my perception.

preciosa863 said:

to what again?
[Edited 5/17/07 17:23pm]

I wonder why they're still referring to her as Prince's wife.

preciosa863 said:

Anything or anyone who benefits the lives of children gets my vote. i work with non-profit organizations and have friends who tirelessly build organizations from scratch, many had to fold because of financial struggles. I appreciate what Mani is doing but I don't care for her approach. I disagree about her photos. To me, she never seems to deliver the message without glamourizing herself. Just look at her myspace page, I have to wonder is it about children, or is it about showcasing her beauty and her lifestyle. Yeah she got a couple a photos doing artwork with the kids, and also a ton of her posing.

Perfect example. Her latest blog talks about some book she's going to be featured in about living in a eco-friendly house and has a photo of her house that "she" designed. Now to me, if you portray your public image to be crusader for under-privileged and children, rather than showing pictures of your million dollar house you got off your ex's money, why not talk about what resources are out there for those across all economic status that cam afford us the opportunity to purchase such a house. When my friends conduct workshops and events, their focus is getting the word out on resources, not showcasing the things they have, the things they do, like Mani does IMO.

That's how I look at it. I'm sure many disagree with me. I can't say I don't like her. I call it like it is. Her non-profit work to me just looks like a mix a hollywood fame and glamour, with a cause.
[Edited 5/18/07 10:59am]

It's a MYSPACE webpage, it's a personal page. My Myspace page is different from my business website; Plus she does have many other websites that focus on her charities...IAPW.com, Altru.com to name a few.
[Edited 5/19/07 19:28pm]
[Edited 5/19/07 19:28pm]
[Edited 5/19/07 19:29pm]

wonder505 said:

You know what... Why not give Manuela her props? You may not like her for whatever reason, but she is making a difference in the lives of children, A Perfect World... I see her in photos totally involved and participating with the children. When she is in the photos with this children, she is not posing, she is an active participate, committed and dedicated. For that I give her prop...She is a motherless mother. Any person that committs themselves unselfishly to this type of cause is worthy of MY praise.
[Edited 5/18/07 9:53am]

preciosa863 said:

I thought Mani HAD a mother... don't you mean she is a childless mother??