September 10, 2007

New This Week: Hollywood Purse Hook, Dr. Blaine’s Scar Care

Another light week with only two items of note:

1. HOLLYWOOD PURSE HOOK ($10) is a hook for hanging your purse on the edge of a table. The key message: “Gets your purse off the floor, once and for all,” so it won’t get dirty – or stolen. The purse hook is plated in 24-karat gold and has a “simulated crystal.” The offer includes a velvet pouch and lifetime replacement guarantee. The bonuses are a second silver purse hook and a pair of “Daimondion” stud earrings (just pay separate S&H). This is a Telebrands item.
Product (D7) Score: 6 out of 7
(What’s “D7”?)
Comments: This product meets almost all of the criteria for a good DRTV product. The only weaknesses I see is the problem it solves. It’s a problem to which most women can relate, but is it painful enough? Or have women discovered a good enough solution already? Also, the offer is priced right, but I don’t think the item is enough on its own to motivate people to call. It looks like a good bonus item to me.

2. DR. BLAINE’S SCAR CARE ($24.95) is an OTC scar treatment. The main claim: It’s the only “FDA-approved scar care treatment clinically proven to flatted and fade any scar … in as little as 10 weeks.” The bonus is a roll-on stick for dark scars.
Product (D7) Score: 4 out of 7 (What’s “D7”?)
Comments: This product solves a psychologically painful problem and has credibility because a doctor developed it. It also doesn’t over-promise, which I like. However, this is not a mass-market product, since only a minority of the population will have scars they want to erase, and the price is $5 too high for DRTV. Also, scar treatments aren’t new. “Better than” claims are a tough sell on DRTV. You have to be new and innovative.

Sources: “New Spots for Week Ending 9/7/07,” IMS

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