November 06, 2007

New This Week: Dolce Vita TheraBed, Gemtastic

Another slow week featuring several repeat items, many of which have been off the air since last year at this time. ‘Tis the season!

1. DOLCE VITA THERABED ($14.95 trial) is a heated bed for older pets. The pitch: “Combines orthopedic foam with precise therapeutic heat.” The bonus is free shipping and a pet brush that prevents shedding.
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: The non-trial price for this item is $79.98! That’s too expensive for DRTV buyers. The positioning toward older pets will also limit the market. So this item, while targeted toward the right demographic for DRTV, is unlikely to succeed.

2. GEMTASTIC ($19.95) is a kit for putting gems on your clothing. The pitch: “Just apply heat, then peel and reveal.” The offer includes 144 each of the ruby, emerald, sapphire and crystal gems, as well as three reusable transfer sheets and an instruction/idea book. The bonus is 144 rose gems.
Product (D7) Score: 2 out of 7*
Commercial Rating: OK**
This item fails the D7 in most categories (it passes in the "priced right" and "age appropriate" categories). Gem kits have been around for decades, going back to Ron Popeil’s Bedazzler. But few have shared Popeil’s early success. For example, a product called GeMagic aired as recently as a year ago with less than stellar results (at least according to the charts). This product, while different, is likely to share a similar fate. The iron-on approach is actually a liability because it hurts the quality perception.

Sources: “New Spots for Week Ending 11/2/07,” IMS (1-3)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

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