August 05, 2019

New & True: Socket Shelf

Description: A shelf & outlet multiplier
Pitch: "Adds a shelf to any outlet for clutter-free counters"
Offer: $29.99 for one
Bonus: Free shipping
Brand: Sharper Image
Marketer: Allstar
Producer: Kingstar
Rank: No. 12*
Visit Website

This is a TLC project that finally paid off. It first tested in February of 2017.

This is another category where Allstar seems to have the magic touch. The company's Side Socket was a 2013 True Top Spender.

-----
* DRMetrix Weekly Top 40, Short Form Week 31 (Source: AdSphere)

New & True: Bella Brow

Description: A microblading eyebrow pen
Pitch: "Gives you naturally beautiful, full-looking eyebrows"
Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Brand: Dream Look
Marketer: SAS Group
Producer: Hutton-Miller
Rank: No. 24*
Visit Website

It has been a while since SAS rolled out with a TV product under its "Dream" brand. The last time was eight years ago when the original Dream Look was No. 30 on the 2011 True Top 50.

To find the one before that, you'd have to jump back another six years to 2005. That's when Dream Lips was No. 71 on the JW Annual. The previous year, it had been No. 60 on the same chart while Dream Lash came in at No. 45.

-----
* DRMetrix Weekly Top 40, Short Form Week 31 (Source: AdSphere)

July 15, 2019

New & True: Bell+Howell Monster Trapper

Description: A UV bug trapper
Pitch: "Traps them in, then you dump them out"
Offer: $29.99 for one
Bonus: Free shipping
Brand: Bell+Howell
Marketer: Emson
Producer: Hutton-Miller
Rank: No. 24*
Visit Website

This is one of two bug products Emson tested in April of this year. (The other was Solar Monster Zapper, a solar-powered mosquito killer.)

Telebrands followed in June with Mosquito Finito.

Ontel tried a product similar to this one in the summer of 2017 called Master Trap.

All of these appear to be value-priced variations of DynaTrap, which has been on the market for years.

A DynaTrap-branded product was tried on DRTV in the summer of last year. It was called DynaTrap Fly Light.

-----
* DRMetrix Weekly Top 40, Short Form Week 28 (Source: AdSphere)

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*
Visit Website

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*
Visit Website

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)