November 12, 2018

New & True: Calming Comfort

Description: A weighted blanket
Pitch: "Helps you relax so you can fall asleep and stay asleep naturally"
Offer: As low as 3 payments of $33
Bonus: None
Brand: Sharper Image
Marketer: Allstar
Producer: Hutton-Miller
DRMetrix Rank: No. 9*
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Rollouts like these are more evidence that DRTV is evolving. Looking back at my Divine Seven (D7) checklist from 2007, this one defies at least two of those classic criteria. It's not mass market (at least not in the 'one per household' sense), and it's priced five times higher than what used to be considered an impulse price.

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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.

October 29, 2018

New & True: My Fit Jeans

Description: Stretchable jeans
Pitch: "The perfect fit for every woman of every shape, every height"
Offer: $39.99 for one pair (2 sizes, 3 colors)
Bonus: 2nd pair for half off ($19.99)
Marketer: Allstar
DRMetrix Rank: No. 28*
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Jeans-like comfortwear has a solid history of success on DRTV. Hampton's Pajama Jeans (2010-2012) was the original hit. A few years later, a five-way competition in the category resulted in two rollouts (Jeaneez, Slim Jeggings). Ironically, this product is closest to Hollywood Jeanz, one of the three that didn't get traction.


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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.

New & True: Ideal Conceal

Description: A concealer for the body
Pitch: "The water & transfer-proof solution to instant body perfection"
Offer: $29.99 for a bottle (choice of two shades)
Bonus: 2nd bottle (just pay a separate fee), free shipping
Starring: Taylor Baldwin
Marketer: Top Dog
DRMetrix Rank: No. 37*
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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.

October 22, 2018

New & True: PetiCare

Description: A lighted nail clipper for pets
Pitch: "The loving way to professionally trim your pet’s nails everyday"
Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Hutton-Miller
DRMetrix Rank: No. 25*
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I'm a little late to the party on this one as it first hit the Top 40 about a month ago. In any case, the success of this project fits the old '10-year rule.' The last time a pet nail trimmer topped the charts was 2008. That's the year Peticure came in at No. 15 on the Jordan Whitney Annual, and a Telebrands version called Pedi Paws came in at No. 28.

In between, there were several failed attempts. These include a product similar to this one (Lenfest's LumiNail) and an attempt by Telebrands to repeat its previous success (Pedi Paws Pro).

Interestingly, another attempt to bring back the Peticure/Pedi Paws concept, this one by Emson under the name Paw Perfect, failed earlier this year. It seems a new concept was necessary to find success in this category once again.

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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.

October 15, 2018

New & True: Kitty Cat Mat

Description: An activity mat for cats
Pitch: "Makes your kitty play, snuggle and feel loved when you're not there"
Offer: $14.99 for one with catnip pouch, pet hair remover
Bonus: Double the offer (just pay a separate fee)
Marketer: Top Dog
Producer: Hutton-Miller
DRMetrix Rank: No. 25*
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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.