Joan Collins

The Original Glamour Pitchwoman Who Helped Shape the Infomercial Era

I. The Unexpected Queen of DRTV

When you think of Joan Collins, you probably picture the glamorous Alexis Carrington from “Dynasty,” draped in diamonds and dripping with drama. But what many forget is that Collins played a surprisingly influential role in the evolution of the infomercial industry.

In the late ’80s and early ’90s, as the infomercial model matured from late-night novelties into mainstream marketing machines, celebrity-led endorsements added a new level of credibility and intrigue. Joan Collins was one of the first A-list stars to recognize the power of television not just for entertainment, but for persuasion.

II. Selling Luxury with Authority

Collins brought sophistication to a space that, at the time, was still fighting for legitimacy. While many infomercials were packed with urgency and over-the-top pitches, Collins entered the frame with elegance and control. Her beauty and skincare lines were pitched not with hype, but with storytelling—sharing her personal secrets to aging gracefully and maintaining allure.

That personal narrative, combined with her fame, made her campaigns incredibly effective. She wasn’t just a celebrity endorsement; she was a living example of the product’s promise. This blend of aspirational branding and direct response tactics was ahead of its time.

III. Joan’s Blueprint for Future Celebrity DRTV

Joan Collins proved that infomercials could be glamorous, authentic, and high-converting—all at once. Her campaigns helped pave the way for other celebrities like Suzanne Somers, Cindy Crawford, and Jane Fonda, who would go on to build billion-dollar brands using the same direct response playbook.

She also shifted the perception of the medium. No longer were infomercials just for gadgets and fitness tapes. They became a credible channel for beauty, lifestyle, and wellness products aimed at affluent demographics. That shift in tone and audience reach was in no small part due to Collins’ involvement.

IV. Legacy in the Infomercial Industry

Joan Collins may not have invented the infomercial, but she helped redefine it. Her influence marked a turning point where style met substance, and where direct response strategy got a dose of Hollywood flair.

Today, we see her impact in every luxury infomercial that leads with story, credibility, and a promise of transformation. And in the performance marketing world, that kind of storytelling still sells.