I'm behind on my updates, so this posting combines two weeks worth of items. Sorry to leave everyone hanging: I know some of you are hardcore SciMark Report addicts out there! Without further ado, here's what's new ...
1. MICRO STACKER ($19.95) is a stackable microwave tray. It allows you to heat two plates at the same time, and can also be used as a tray with handles and a lid to prevent splatter. The pitch: "Makes your microwave cooking faster, easier and safer." The offer is buy one, get one free. This is a Dynamic Response Group campaign. www.MicroStacker.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: This is a near perfect commercial for a near perfect item. It misses perfection on the commercial front because of a weak opening and an odd, retro score. It misses perfection on the product front because it doesn't solve a huge problem. That said, I like the item and wouldn't be surprised if it did well on TV or at retail. That's because it's a simple device everyone could use.
2. SPIN LASH ($14.99) is a mascara with a spinning brush. The pitch: "Longer, thicker, more dramatic lashes in seconds." The offer is buy one, get one free (just pay S&H). The bonus is a lighted 5x magnification mirror. This is an Akasha Group product and a Blue Moon Studios commercial. www.SpinLash.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good/Excellent**
Comments: Despite a well-done commercial, this product faces a few challenges. The biggest one is competition from major mascara brands. These brands have spent millions to convince people that they are the solution to "longer, thicker, more dramatic lashes." And while the spin feature is unique and adds credibility to that claim, it may not be enough to overcome the brand power the competition enjoys.
3. WATER-LESS PET BATH TOWEL ($14.99) is a micro-fiber towel that cleans pets without water. The pitch: "All you do is spray, then gently wipe dirt, dander, and odors away." The offer is buy one, get one free and includes the spray bottle. The bonus is Pet Fresh, a natural odor eliminator. This is an Ontel product and a Blue Moon Studios commercial. www.WaterLessBath.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is a unique product with a pitch similar to the Pet Groom Pro ionic pet brush, which was No. 31 on the Jordan Whitney Top 100 in 2005. That is, it promises to clean pets without the use of soap or water. Pet Groom Pro used ions; this product uses micro-fibers. I think the former is more credible than the latter. While it may be true that a micro-fiber towel can get into the fur and pull out dirt and odors, people are unlikely to believe it does more than an ordinary towel would do.
4. SCOOP-N-GRIND ($19.99) is a handheld grinder with a scoop-like design. You scoop something up, close the top and press the button to grind. The pitch: "The world's first handheld mixer that lets you scoop, grind and pour." No bonus. This is a Merchant Media product and a Blue Moon Studios commercial. www.ScoopNGrind.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product has a major weakness: Instead of solving a problem, it may actually create one. That's because it appears to be too small for most jobs. The commercial shows a lot of dessert toppings, and that's probably the only practical use for this thing. Otherwise, it seems you'd be better off with a regular grinder. The scoop feature is also less than spectacular. I can't think of many occasions where it would be useful, and there appears to be no way to measure the scoop. Next, many of the demos look awkward because the "pour" function doesn't work well, forcing the user to spoon things out of the scoop. Lastly, the product is battery powered, which translates to "underpowered" for people who are paying attention.
5. PAMPERED TOES ($14.99) is a gel pack that slips over your toes. Made for women who wear uncomfortable shoes all day, it's supposed to create a therapeutic stretch that "soothes and revitalizes tortured toes." The offer is for one set. The bonus is a free Ped Egg (just pay S&H). This is a Telebrands product and a Concepts commercial. www.PamperedToes.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product faces one major hurdle that can take it either way: credibility. Will women believe that wearing this on their feet can cure what ails them? If they do, it will be a hit. If they don't, it will fail. The value proposition is also a little weak -- $15 seems like a lot for this -- but the Ped Egg bonus will certainly help. It is America's hottest DRTV item.
6. TITAN PEELER ($14.99) is a high-end peeler that also slices and grates. The main claim: "Dual action blades ... peel and slice in an upward motion as well as downwards, making it twice as fast as ordinary peelers that only work in one direction." The peeler is 100% stainless steel. The bonuses are a julienne blade set, a slicing board that converts the peeler into a mandolin slicer, a Garnishing Guide and a lifetime warranty on the blades. This is a TriStar product. www.TitanPeeler.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This seems like it might be an interesting product, but I'm still not quite sure how it works or what it can do. That could be a shortcoming in the commercial or the product (or me, I guess). Either the commercial isn't clear, or the product does too much for short-form DRTV. Another weakness, and this is a product issue, is that it doesn't solve a real problem. It's just cool.
7. PET SALAD ($10) is a kit for growing organic wheat grass for pets. You grow it, and your pets eat it. The pitch: "The healthy treat your pets will actually love." Also claims to remove hairballs and cure bad breath. The kit includes a bowl, mesh net, a special type of soil called "millennium soil" and the seeds. The offer is for two kits. The bonus is two more kits for a total of four. This is a Telebrands product. www.PetSalad.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: I really have no idea how to evaluate this product. The notion of growing wheat grass for pets is bizarre -- too bizarre to appeal to the mass market, in my opinion. Wheat grass itself is a niche product for health nuts. I also think the product doesn't solve a real problem. Are pet owners really concerned about pets not getting their RDA of vegetables? Last, it lacks credibility. True or not, it's hard to believe dogs will be chowing down on wheat grass. Cats even less so -- unless there's catnip in there!
Sources: “New Spots for Week Ending 8/8/08,” IMS (7); "Vol. XVII, No. 40-B for 8/8/08,” Jordan Whitney (3); “New Spots for Week Ending 8/15/08,” IMS (1, 5-6); "Vol. XVII, No. 41-B for 8/15/08,” Jordan Whitney (2, 4, 6)
* 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.
