May 28, 2019

New & True: Lash Ease

Description: A fiber lash mascara
Pitch: "Instant lash lift with buildable volume"
Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Rank: No. 33*
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Lash enhancement has a long and mostly disappointing history. Prior to last year, you'd have to go back to 2004 to find a 'true top spender' in the lash category: SAS Group's Dream Lash (No. 45 that year). Everyone took a shot, though.

IdeaVillage teamed up with Guthy-Renker to try Lash Appeal in 2011. Media Enterprises tried with Lashfull in 2012. Ontel tried with Max Lash in 2014.

Many of these commercials featured Taylor Baldwin, who finally hit with 3 Second Lash, No. 49 on the 2018 Mid-Year True Top 50. That was an Allstar campaign as well, making this their second rollout in as many years.

* DRMetrix Weekly Top 40, Short Form Week 21 (Source: AdSphere)

May 06, 2019

New & True: Full Crystal Full Exterior

Description: A home exterior cleaning solution
Pitch: "Clean all the dirt & grime from around your house in no time"
Offer: $19.99 for one with bag of cleaning crystals
Bonus: Double the cleaning crystals (just pay a separate fee)
Brand: Fuller Brush Co.
Starring: Jon Florell
Marketer: Hutton-Miller (2018 True Top Producer)
Producer: SAS Group
Rank: No. 13*
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This is a sequel to Full Crystal, which was No. 24 on the 2018 True Top 50 and is ranked No. 14 this week.

It is the fourth entry under the Fuller Brush Co. brand. The others were Pane DR (No. 42 on the 2018 Top 50) and Roto Sweep.

* DRMetrix Weekly Top 40, Short Form Week 18 (Source: AdSphere)

April 22, 2019

New & True: Arctic Hat

Description: A cooling hat
Pitch: "Keeps you 20 degrees cooler and has a built-in UV barrier"
Offer: $19.99 for a brimmed hat or ball cap with free shipping
Bonus: Double the offer (just pay a separate fee)
Brand: Arctic
Marketer: Ontel
Rank: No. 21*
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Ontel's Arctic Air, a cooling product with a similar name in a completely different category, was No. 5 on the 2018 True Top 50.

* DRMetrix Weekly Top 40, 4/15-4/21/2019 (Source: AdSphere)

April 01, 2019

New & True: Flawless Body

Description: A body hair trimmer
Pitch: "The new gold standard in full body hair removal"
Offer: $29.99 for one with free shipping
Bonus: Rose Gold carrying case (free)
Brand: Finishing Touch Flawless
Marketer: IdeaVillage (2019 True Top Marketer)
Producer: Blue Reef
DRMetrix Rank: No. 35*
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This is the women's version of MicroTouch Solo. It is the fourth rollout in a line we now know is worth nearly $1 billion.

The other products in the line are Finishing Touch Flawless, currently No. 1 on the DRMetrix Weekly Top 40, Flawless Brows (No. 12) and Flawless Legs (No. 17).

* DRMetrix Weekly Top 40, 3/25-3/31/2019 (Source: AdSphere)

March 28, 2019

Breaking News: IdeaVillage Sells Flawless, Finishing Touch for Nearly $1 Billion

Church & Dwight announced today that it will buy IdeaVillage's Finishing Touch and Flawless lines of hair-removal products for nearly $1 billion. (That is not a typo.)

According to MarketWatch:

Under terms of the deal, Church & Dwight will pay $475 million in cash, and an additional 'earn-out' payment of up to $425 million based on 12-month net sales targets. The deal is expected to close in the second quarter of 2019.

You can read the complete press release here.

Forget the rankings, I'm announcing it now: IdeaVillage is the TRUE TOP MARKETER of 2019!

MEGA congratulations to Andy Khubani and his team.