I'm traveling this week, but I saw three new items I thought I should blog about. All of them target flab. 'Tis the season, I guess. Spring is right around the corner!
1. CELLULESS PERSONAL SPA ($29.95 trial) is a portable “suction massage therapy” device. The pitch: “Now you can dramatically improve the appearance of cellulite, sagging arm skin, belly fat and stretch marks with the same technology used by dermatologists.” The offer includes a four-week supply of Firming and Smoothing Oil. www.Celluless.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product is a little expensive. Otherwise, it meets many of the criteria for a hit HBA item. The problem is the demos. They look so weird that they will scare people and/or undermine the credibility of the product.
2. ARM SHAPER ($24.95) is a device for working out your arms that looks like a maraca. The pitch: “Granny Arms, Bat Wings and the Dreaded Arm Jiggle are no match for the Arm Shaper!” www.ArmShaper.com
Product (D7) Score: 4 out of 7*
Comments: Silly looking, lacking in credibility and expensive. Enough said?
3. BELLY BURNER (2 pay, $19.95) is a belt that supposedly increases core temperature to intensify calorie burning in the abdominal area. The pitch? What else: “Firmer, tighter, sexier abs!” This product is pitched by a celebrity trainer named Bobby Waldron, and the commercial features testimonials from Debi Mazar of HBO’s Entourage and comedian Carlos Mencia. www.TheBellyBurner.com
Product (D7) Score: 3 out of 7*
Commercial Rating: Excellent**
Comments: This item is unlikely to succeed for several reasons, despite the high quality and star power of the commercial. The biggest reason is it’s hard to understand what it is and what it does. In fact, I think a lot of people will confuse it with those electrode belts that were everywhere a few years ago – the ones that generated numerous lawsuits and now have a decidely negative association.
Sources: “New Spots for Week Ending 2/22/08,” IMS (2-3); "Vol. XVII, No. 18-B for 2/22/08,” Jordan Whitney (1)
* 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.
