I thought we hit bottom in early April. But after finding four items to post about last week, we’re back to only one item this week. The industry buzz is that response levels haven’t rebounded and are still 20% below average. Meanwhile, media rates are about 20% above average. So I can understand why everyone’s so gun-shy. If you’re considering a test, it’s probably best to wait for response levels to rebound – unless you’ve got a high level of confidence that yours is the next big hit.
1. SKINFINITY ($19.95) is a long-handled lotion applicator. The pitch: “The first spa-inspired lotion applicator designed to get to those hard-to-reach spots.” The main demo is women using it to apply lotion to their lower backs. The offer includes 10 disposable lotion pads. The bonuses are three additional skin-care heads – a loofah, a bath sponge and a pumice stone—plus a travel bag. www.SkinFinityProducts.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is an interesting product that meets a lot of the D7 criteria, but I don’t think it solves a big enough problem – at least not positioned primarily as a lotion applicator. The other heads are just as valuable to consumers, if not more so. So if it fails (and I think it will despite the 6 out of 7 rating) the marketing team should consider giving all four heads equal time and making the core message more about reach in general.
Source: “Vol. XVII, No. 27-B for 4/25/08,” Jordan Whitney
* 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.
