Only one review this week, but (drum roll, please) … We have a winner!
For the first time since I started my new system of evaluation, I’ve come across a product and commercial that meets nearly every one of my criteria (see #1 below). It’s quite an impressive feat, and I predict the item is going to be one of this year’s big DRTV hits!
1. EPIL-X ($29.95) is a hair inhibitor cream. Women rub it on and it keeps their legs, lips, arms, underarms and bikini lines smooth and hair-free for up to four weeks. It’s also enriched with Vitamins E and C. The main claim: It “penetrates deep down to the hair follicle and inhibits the roots ability to re-grow.” The bonus is an instant hair remover cream. This is a Monte-Brooks production. www.EpilX.com
Product (D7) Score: 6 out of 7 (What’s “D7”?)
Strengths: There are a lot of them! This is a unique product that’s easy to understand and solves a major problem for women of all ages. I’m also going to write that it’s credible, even though I was on the fence about that. In my opinion, the commercial works hard enough to overcome this potential barrier.
Weaknesses: The only problem I can see: It’s $10 above impulse pricing. If this hurts the campaign, they’d be foolish not to drop the price to $19.99.
Commercial (T&T) Score: 9 out of 10 (What’s “T&T”?)
Comments: Almost a perfect score! This commercial has a solid problem opening; loads of credibility with its references to clinical trials and testimonials, including one from an aesthetician; great demos, including an ugly-but-powerful magic demo of the bonus being used on a man’s leg; a great side-by-side comparison scene; a nice animation that clearly explains how the product works; and so on. The offer is a little weak, but only because of the price point: The bonus makes sense and meets all the criteria. In fact, the only reason I couldn’t give this spot a 10 out of 10 is because there’s no value comparison.
2. SIMONIZ FIX IT! ($19.95) is a scratch removal kit for cars. The main claim: “Restore(s) the paint to its original shine ... any car, any color.” The offer includes a bottle of the formula, a battery-powered buffer with multiple heads and a microfiber towel. The bonuses are a bottle of Fix It! Home Formula and the Simoniz Turbo Vac for cars (just pay S&H). This is a Billy Mays commercial. www.BuyFixIt.com
Quick Comment: I didn’t give this one a full review since I just did a scratch remover last week (see my review of Quixx). But I will mention that the offer for this product is much bigger than the offer for Quixx, and some of the demos are better as well. That said, I think this is a tough sell for the same reasons I mentioned in the Quixx posting.
3. OPEN SMART ($19.95) is a set of tools for opening packages and cans. There are four tools: One for opening clamshell packages, one for sealed bags (e.g. bags of chips), one for CDs and DVDs, and one for soda cans. The bonus is a fifth tool for opening ring-pull cans (e.g. cat food cans). It’s curved so you can pop the tab and peel off the lid in one motion. www.OpenSmart.tv
Quick Comment: This commercial impressed me because the producer managed to explain five products clearly in a two-minute spot. As for the products, I just don’t think the value is there. Yes, these tools solve a problem, but the pain doesn’t seem great enough to create a strong impulse to buy.
4. LICE XTRACTOR ($29.95) is a vacuum-combing device for removing head lice. The offer includes six filters and six combs. www.LiceXtractor.tv
Quick Comment: Head lice is a problem that very few people have (thankfully). They try to say you should buy it to be prepared, but we know prevention doesn't sell. And the price of this product is too high for DRTV. Sorry, guys, but this one doesn’t have a prayer!
5. CELL STATION ($19.95) is a way to stick your cell phone to your dashboard for hands-free use. It’s essentially a strong magnet that grabs and holds a magnetic strip you stick on the back of your cell phone. The offer is buy one, get one free. The bonus is free shipping. www.BuyCellStation.com
Quick Comment: This isn’t a bad idea for an impulse item. What hurts it is the perceived value. I can see people picking this up at checkout for $5, but I can’t see them calling to order it for $20 (even with a BOGO offer). Also, many people are reluctant to stick something to the back of their phone, an important barrier to purchase.
Sources: “New Spots for Week Ending 8/17/07,” IMS
