New This Week: EZ Combs, EZ Roller, E-Zee Wrap and Sensuair

If you wish life could be easier, then this update is for you. Three of this week's products -- count them, three -- have the word "easy" in their name. Who knew everyday life was so hard?

1. EZ COMBS ($10) are hair-styling accessories. They consist of two combs connected by decorative netting. The pitch: "Transform your hairstyle from ordinary to beautiful in just seconds." The offer includes two units, one in Caramel Bronze and one in Dazzling Silver. The bonuses are a third unit in Classic Bermuda Black, a styling guide and a DVD (just pay S&H). This is a Telebrands product and a Concepts TV commercial. www.BuyEZCombs.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is an interesting product that really only has one weakness: It's a fashion item. Such items can be tricky because if people don't like your style, you fail. A rare exception is when the product also solves a problem (I'm thinking of the stylish and practical Aqua Globes), which this product does not. As for the commercial, it communicates clearly and has all the right demos.

2. EZ ROLLER ($19.95) is a paint roller that holds paint and dispenses it as you roll. The pitch: It's "the fastest, easiest way to paint anything without the mess, guaranteed." The offer includes a pour jug. The bonuses are an extension pole and a Trim & Edge Kit, which includes an edging tool and four paint rollers. This is an SAS Group product pitched by Billy Mays. www.BuyEZRoller.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is an updated version of IdeaVillage's Ready Roller, originally pitched by none other than guest blogger Anthony Sullivan. Ready Roller was successful on HSN, but it never really took off on DRTV. I know because I worked on the campaign. So I can say with some degree of confidence that this won't work, either. It does have a cool new innovation -- a "quick flow valve" that controls how much paints comes out -- but it won't matter. America has voted. Incidentally, the bonus item is also an IdeaVillage product, this one a hit from 2001 called EdgeMaster.

3. E-ZEE WRAP (2 pay, $19.95) is an automatic plastic wrap dispenser. It mounts under a cabinet and works like those paper towel dispensers in public restrooms. When you rip off a piece, the start of a new piece automatically appears. The pitch: It "guarantees easy starting, and a perfect wrap every time." The offer includes a 500-foot roll of plastic wrap. The bonus is a set of two knives that "will not brown lettuce or scratch bakeware." Then they double the entire offer (just pay additional S&H). www.EZeeWrap.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: I see this a lot. Product developers get so caught up in how cool something is, they forget to make sure the product is meeting a real need. Does anyone really have "battles" with their plastic wrap, as this commercial suggests? I seriously doubt it. A second weakness is the price: It's $20 too expensive for DRTV. Technically, a "buy one, get one" offer like this can create the perception that the product is priced right. After all, if two units cost two payments of $19.95, then the real price of one unit is $19.95. The trouble is consumers will realize they have no choice but to spend $40, and that will kill the impulse to buy. For some reason, $20 is easy to spend without thinking, but $40 is not. Better to go one for $19.95, get them on the phone and then try for that second unit. As for the commercial, it effectively utilizes many of the DR techniques. But the low-budget production quality and "retro" music hurts the perception of the product.

4. SENSUAIR (Free Trial) is a four-in-one air purifier. The pitch: It "cleans and purifies the air, is a humidifier, gives you mood lighting and provides aromatherapy." (The mood lighting is provided by built-in lights that rotate through six different colors.) The main claim: It's the "No. 1 selling air purifier in Europe." The offer is for a free 30-day trial, just pay $9.95 S&H. If you keep it, you pay three payments of $19.95. This is a Dynamic Response Group product. www.Sensuair.com

Product (D7) Score: 4 out of 7*
Commercial Rating: Good/Excellent**
Comments: The market is saturated with air purifiers from well-established brands. On DRTV, the category was red hot just a few years ago, but is now post-peak. So why would anyone enter the market at this time? The reason is what I like to call the "Swiss Army Knife strategy." Sure there are dozens of air purifiers out there, the marketer thinks. But none of them can ALSO humidify, create mood lighting and deliver aromatherapy! Too bad the consumer thinks, Why in the heck would I want all those extra features? As branding expert Laura Ries has explained, these all-in-one devices typically fail because "it is a lot cheaper, easier, better and more efficient to buy different devices for different functions." As for the commercial, it is high end.

Sources: “New Spots for Week Ending 10/24/08,” IMS (1-2); "Vol. XVIII, No. 1-B for 10/24/08,” Jordan Whitney (3-4)

* 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.

JUMBO UPDATE! Samurai Peeler, Smooth Away, Sheer Skin and Nine Other New Items

It's been a long time since I published an update, and my inbox is full of new items. To catch up, this week's entry has been "super sized," featuring reviews of a whopping 12 items. I apologize in advance for the length. To make up for it, I'm leading with what I believe are the next three DRTV hits.

1. SAMURAI SPEED PEELER ($9.99) is a high-end peeler that also slices and grates. It's specially design to peel in both directions. The pitch: "Peel it, shred it and shave it in half the time." The offer includes a snap-on attachment that turns the peeler into a Mandolin slicer. The bonus is the Samurai Julienne cutter. This is an SAS Group product pitched by Chef Tony Notaro. www.SamuraiPeeler.com
Product (D7) Score: 7 out of 7!*
Commercial Rating: Excellent!**
Comments: This is the same item as Tristar's Titan Peeler. It works the same way and does all the same things. So why did I give the Titan Peeler a 5 out of 7 and this a 7 out of 7? The commercial. When I reviewed the Titan Peeler back in August, I admitted that "I'm still not quite sure how it works or what it can do." That was because of the commercial. But now Chef Tony and the producer of this commercial have answered my questions. I get it, and I like it a lot. I also now understand that it solves a real problem. A reader named Kelly did try to explain the Titan Peeler to me. "What it does is peel," Kelly wrote. "What part of that is confusing?" But that's not it at all. Peelers are a commodity item, and at least one is sitting in every person's kitchen drawer. What makes this item different is it peels in both directions and has a handle that's perpendicular to the blades, which dramatically reduces peeling time (hence the "speed peeler" name). As for the commercial, I can't say enough about it. The contrast scene with a regular peeler is excellent. The magic demo (peeling a block of wood) is inspired (albeit by the Titan Peeler commercial). And using slow-motion to reinforce the speed idea, instead of just having Chef Tony peel more slowly, is pure genius. A sure-fire hit.

2. SMOOTH AWAY ($14.99) is a mildly abrasive pad that buffs away body and facial hair. The pitch: "Smooth away unwanted hair in moments and exfoliate at the same time." The offer is for one large Smooth Away (for legs and body hair) with four pads, and one small Smooth Away (for facial hair) with four pads. The bonus is a second set free (just pay S&H). This is an IdeaVillage product and a Mark Olson commercial. www.GetSmoothAway.com

Product (D7) Score: 6 out of 7*
Commercial Rating: OK**
Comments: The hair-removal category has always been a hot category and, as the success of Epilady demonstrated years ago, women are willing to try anything to make the process easier. "Painless" also emerged as a key benefit in the early part of this decade, as evidenced by the monster success of IdeaVillage's Finishing Touch. Now IdeaVillage has done it again, introducing the next hit in this category. (Full disclosure: I worked on this campaign.) The only weakness I see is the inability of TV to convey that this is a credible solution. When you see the demo live, you believe. But can a commercial generate the same effect? Of course, at $14.99 women may simply buy it to try it and, once they see that it works for themselves, buy it again. Another definite winner.

3. SHEER SKIN ($14.99) is an abrasive pad that buffs away body and facial hair. The pitch: It's "the all-over body hair removal system that's completely pain free." The offer is for five large exfoliating pads and five "petite" pads with a storage pouch included. The bonus is a second set free (just pay S&H). This is a Tristar product. www.BuySheerSkin.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: It happens all the time: Two smart DRTV marketers discover an item at the same time and launch campaigns within weeks or days of each other. Such is this case with this product. This product and commercial are every bit as good as IdeaVillage's. In fact, I think the commercial is better -- although Smooth Away does a better job of presenting the offer. It will be interesting to see who can make the most of this hot item.

4. SUPER SLIM WALLET ($10) is an ultra-thin wallet for women . The pitch: It's "only half an inch thin," yet it can "hold up to 50 common items that you carry in your current wallet." The offer is for one wallet in classic black and includes an attachable "Sure Safe Strap." The bonus is a second wallet in red, also including a strap (just pay S&H). This is a Telebrands product. www.SuperSlimWallet.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This product is a female version of Ontel's Slim Clip, a DRTV success story. As perfectly positioned toward men as Slim Clip is, this item is perfectly positioned toward women. (Full disclosure: I helped launch the Slim Clip campaign.) As for the commercial, it borrows heavily from both the Slim Clip and Buxton Bag commercials. But as they say: "Imitation is the sincerest form of flattery."

5. WONDER HANGERS ($9.99) are closet space-saving devices. They hold five hangers and then fold down vertically to save space. The pitch: "Guaranteed to triple your closet space for neat, wrinkle-free clothes." The offer includes five units, or enough to hang 25 garments. The bonuses are two Bend A Hangers (just pay P&H), foam hangers that bend into any shape, and an Ultra Bright Light (stick-up light) with five LEDs (just pay P&H). Then they double the entire offer. This is a Hampton Direct product and a Concepts TV commercial. www.WonderHangers.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is an "old is gold" item from 1989. Back then it was called "Magic Hangers," and Telebrands sold 40 million units, according to Response magazine (links to a PDF). Today, the closet space-saving category is much more crowded with solutions, so the item won't do nearly as well. This includes recent TV items, such as Joy Mangano's Huggable Hangers, which are touted as a way to "double, triple, even quadruple your closet space." That said, I like the product and the offer. The addition of the foam hangers (a hot catalog item) and the LED stick-up lights gives this better odds of success. As for the commercial, it does a solid job of setting up the problem, demonstrating the product and showing the end result.

6. PET ZOOM NAIL GROOM ($19.95) is a tool for filing down a pet's nails. It features a stainless steel buffing disc with a protective nail guard. The bonus is a "Comb and Cut" brush with two free blades. This is an Emson product. www.PetZoomNailGroom.com

Product (D7) Score: 6 out of 7*
Commercial Rating: OK**
Comments: This is another attempt to capitalize on a red-hot idea first introduced by the Peticure people and now dominated by Telebrands' Pedi-Paws. In July, I predicted Pedi-Paws would take over this category, and it seems my prediction was correct. Good news for Telebrands; bad news for Emson. They will find it difficult to compete with Telebrands on TV, and they will have absolutely no shot at major retail, which means their advertising will simply support Pedi-Paws retail sales. Incidentally, it seems PetZoom is destined to be a "me too" brand. The original PetZoom product, a self-cleaning pet brush, was third to market after IdeaVillage's Pet Groom Pro (which also generated ions) and Billy Mays' Petsy Brush.

7. CLOSER LOOK ($14.99) is a pair of magnifying glasses with one lens that flips from eye to eye. The reason: So you can apply makeup to the uncovered eye while being able to see with the other. The pitch: "Allows you to see clearly for perfect makeup application." The offer
includes a quick-dry hair wrap. The bonus is a lighted compact mirror and a pair of lighted tweezers. This is an IdeaVillage product and a Concepts TV commercial. www.BuyCloserLook.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a great item perfectly targeted toward an aging demographic. (Full disclosure: I worked on this campaign.) Its only weakness is the size of that demographic. DRTV items work best when they have the broadest possible appeal. Restricting the market to older women and/or women with vision problems reduces the odds of success. As for the commercial, it's a little too young and the music a bit too "clubby" for my liking. However, the product demonstrations are solid and you get what this does. Should be a hit.

8. BIG BOSS GRILL (2 pay, $19.95) is a countertop grill with four sets of interchangeable grilling plates. The pitch: "Goes from grill to griddle to waffle iron to sandwich maker quickly and easily." The bonus is a recipe guide. This is an Emson product and a Hot Spots TV commercial. No URL

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This is an interesting product that could have a shot on DRTV -- if only it were half the price. I also question whether it solves a real problem. That's the trouble with combination products: They solve the problem of having to buy and store multiple things, but most people already own those multiple things, so they've already spent the money and figured out the storage issues. You have to hope you're catching them at a time when they're in the market for a new thing, and that they will buy your item because it does more.

9. DETECT ($14.95) is a cat litter additive that detects illness. The pitch: Spread it on top of any cat litter and the "color-changing technology" helps you recognize "if your cat has one or more of the most common feline health problems." These problems include bladder,  kidney and liver diseases. The offer is for one bag. The bonus is a second bag free (just pay S&P) and a DVD for cats called the "Couch Potato Kitty DVD." This is a Vertical Branding product. www.BuyDetect.com

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: The pet category is a double-edged sword for DRTV marketers. On the one hand, it comes with a highly responsive audience that tends to view their pets like their children. That means pet items start with higher-than-average odds of success. On the other hand, the pet category is still a niche category, especially if you target a specific animal (e.g. cats only instead of cats and dogs). That lowers the odds of success because your potential customer base is much smaller than average. This item is also handicapped by the fact that it's trying to sell "early detection," which is just another way of saying "prevention." And prevention doesn't sell, whether it be for humans or for pets. The reason: DRTV items are purchased on impulse, and there is no impulse to buy something that might happen in the future. Impulse items, by definition, must meet an immediate need.

10. SUPER SHEARS ($14.99) are serrated kitchens shears. The pitch: "They cut like a gourmet knife, but are as easy to use as a pair of scissors." The offer is for one pair. The bonus is Handy Shears, a similar item for jobs outside of the kitchen. This is an IdeaVillage product pitched by Chef Tony Notaro, and a Blue Moon Studios commercial. www.GetSuperShears.com

Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This item is lacking in several key areas. First, it isn't unique enough. To me, it looks like the dozens of other kitchen shears on the market. Second, it doesn't seem to solve a problem that isn't already being solved by other kitchen shears. Third, the claims being made aren't very credible. For example, there is no reason to believe these shears cut better than any other pair of kitchen shears, let alone like a gourmet knife. As for the commercial, it features Blue Moon production quality, which is always a plus. However, I think the creative could have done a much better job of selling the product, despite its flaws. Part of the reason the item looks so ordinary is that the commercial doesn't do much to make it look extraordinary.

11. KID KLEEN SYSTEM ($29.95) is a set of bath toys. The primary items are the Bath Blizzard, a bathtub bubble generator, and "dough" soap, which is soap kids can "squeeze, roll cut and shape." The pitch: "Now getting clean can be as much fun as getting dirty." The offer includes a bottle of bubble bath, and cookie cutter molds and an extruder for the soap. This is a Spin Direct product and a Miller Direct commercial. www.BuyKidKleen.com
Comments: I'm going to stop rating these products and commercials using my traditional criteria, since I believe the kids' category has its own set of criteria (and, frankly, I'm not completely sure what they are). However, I will continue to monitor these items for research purposes -- and to highlight the excellent work of Spin Direct and Miller Direct. Based on the sheer volume and variety of commercials they are putting out, they have obviously found a DRTV niche here that no one else has been able to exploit as successfully or consistently. Whenever this happens (as it did with BodyRev and men's fitness), I like to shut up, pay attention and learn.

12. FLUBBY ($9.99) is bouncing putty for kids. The pitch: It's the "funny putty you grab, shape and bounce." It also picks up images from paper. The offer is for four buckets in red, blue and glow-in-the-dark green and yellow. The bonus is four additional buckets in purple, white and glow-in-the-dark orange and pink (just pay P&H). This is an SAS Group product. www.BuyFlubby.com
Comments: Speaking of learning, it seems SAS Group has done exactly that. This is an excellent product for kids, and so well done I expected it to come from Spin Direct. There's even a smart appeal to parents that reminds them of a true "old is gold" item: Silly Putty.

Sources: “New Spots for Week Ending 10/3/08,” IMS (1); “New Spots for Week Ending 10/10/08,” IMS (9, 12); “New Spots for Week Ending 10/17/08,” IMS (4, 10); "Vol. XVII, No. 45-B for 9/12/08,” Jordan Whitney (2); "Vol. XVII, No. 48-B for 10/3/08,” Jordan Whitney (5-6, 11); "Vol. XVII, No. 49-B for 10/10/08,” Jordan Whitney (7-8); "Vol. XVII, No. 50-B for 10/17/08,” Jordan Whitney (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.

New This Week: Silver Sonic XL, Loud 'N Clear, Magna Scripts and more

This week I have a special treat: Guest commentary from an industry icon.

Anthony Sullivan has been a famous TV pitchman for more than a decade, and he continues to produce and star in hit DRTV spots and infomercials every year. Space prevents me from listing all of his successes, but he is most recently known for turning Ontel's Swivel Sweeper into an international sensation with millions sold domestically and abroad.

Perhaps as a measure of his success, the Discovery network recently ordered 13 episodes of a new reality show starring Sully and another industry icon, Billy Mays. Called "Pitchmen," the show will chronicle the life of different DRTV products as they go from initial discovery to success or failure on TV. The show began filming last month at the annual ERA tradeshow in Las Vegas.

Sully and I have worked together on several projects over the years, and I'm honored to have him contribute to the blog this week. Here's how it will work: I'll take on my usual role of explaining and rating the products. Sully will take over the commentary section, giving his thoughts on the commercial as well as the product. Without further ado ...

1. SILVER SONIC XL ($19.95) is a personal sound amplifier that looks like a cell phone earpiece. The main claim: "Picks up and amplifies sound from up to 30 yards away." No bonus. This is an Emson product under the Bell & Howell brand. www.SilverSonicXL.com

Product (D7) Score: 6 out of 7* (not unique)
Sully Says: Before I went to the site, I thought this was a sonic silver cleaner! I’m amazed at what a poor name this is for the product. Maybe it was chosen for the trade dress protection? I think this is a retail play by the marketer to piggyback on the success of IdeaVillage's Listen Up and Telebrands' Whisper 2000. Many of the scenes are repeats of scenes from these commercials with some new scenarios added. But how much can you really do with this type of product? The offer seems a little weak at a $19.95 price point. I think we will see this on the shelves at retail, but I will be surprised if we see it on television.

2. LOUD 'N CLEAR ($14.99) is also a personal sound amplifier that looks like a cell phone earpiece. The pitch: "So powerful, you can hear a pin drop from across the room" and "conversations from across the street." No bonus. This is an IdeaVillage product and a Blue Moon Studios commercial. www.GetLoudAndClear.com

Product (D7) Score: 6 out of 7* (not unique)
Sully Says: First things first: This is MUCH better name for the same product. It clearly states what the product does, which personally I like. This commercial, in my humble opinion, is also a cut above Silver Sonic XL for several reasons. For one, there are a couple of stand-out scenes. The pin drop is memorable (and played twice) and, while a little hokey, the ‘Bingo' scene plays right to the target demographic. The 'Amazing Grace' church scene is a little out there, but why not? The lighting and art direction are also pleasing to the eye, and the producer did a good job of showing the versatility of the product. (On a side note, I would like to see if we could get a Loud 'N Clear into McCain’s camp and find out who advised him to pick Sarah Palin as his running mate because I’m pretty sure it wasn’t him.) Moving on, the offer is not that strong. However, the retail comp does help establish value. And at $14.99, I think the phone has a much better chance of ringing. How could this commercial be improved? Billy Mays as the spokesperson would put this over the edge. "HI, BILLY MAYS HERE FOR LOUD AND CLEAR!" The rest is history! (Another side note: What is wrong with a hearing aid? I’m amazed so many people want to hear better. Maybe I’m lucky with 20-20 hearing.)

3. MAGNA SCRIPTS ($14.99) are lighted magnifiers that attach to prescription bottles. The pitch: "Lets you read any prescription bottle with ease, no matter how small the print." The offer is for three magnifiers. The bonus is five Pill Minders, which also attach to prescription bottles and help you count how many pills you took. Then they double the entire offer. This is an IdeaVillage product and a Blue Moon Studios commercial. www.MagnaScripts.com

Product (D7) Score: 6 out of 7* (not mass market)
Sully Says: I give the naming of this product a 2 out of 10. When I saw the link, I thought it was a magnetic script-holding device! I was pleasantly surprised to see that this is a product that makes reading prescription labels easy for those who are visually impaired or who can’t read three-point text. It's perfect for our “pilled up,” over-drugged nation. But the name! I just can’t get past it. Magna? Magna Carta? Wasn’t that an ancient document signed by Henry VIII of England? Who is picking these names? STOP – get another job! And then to make it worse: The Magna Script is shown doing more than “magnascripting.” It's shown being used to look for keys and read menus. It needs a better name. I like the product, and I like the commercial, which is well produced. I know how hard it is to shoot in low light and make the video footage look good, so hats off to the producer for hitting the right balance. I think a more shocking opening like, "passed out individual on the floor with an EMT crew giving a stomach pump,” could have set up the problem a little better. The offer is strong, and with more OTC prescription drugs being peddled by our amazing healthcare system, I think this has a great shot at retail. With a name change, it has a 50 /50 shot on TV. How could this be made better? A Kevin Trudeau endorsement.

4. LE MINX ($14.95 trial) is cordless flat iron. It features a lithium ion battery and ionic torumaline plates. The pitch: "Lets you style and repair your hair anyplace, anywhere." The offer includes a charging base. The bonuses are a carrying case and a car adapter. This is an Emson product under the Sharper Image brand. www.LeMinx.com
Product (D7) Score: 5 out of 7*
(not priced right or credible)
Sully Says: The name of this product is puzzling – it has little to do with the actual product and sounds like something more akin to a fur coat. The Sharper Image brand adds credibility, and the category has been hot on the shopping channels for some time. The before and afters are compelling, and I think the portability is demonstrated well. This product does solve a common problem and the cordless aspect makes it unique. Hair is always a tough category and finding the right models can be the difference between making it and breaking it. The girls and the styling in this spot are average, but so is the consumer, so the connection could be spot on. This commercial, while not super “high end,” covers all the bases and does a decent job of giving me reasons for wanting to buy it. The $14.95 price point could be "too good to be true," and I wonder if consumers will question just how good a cordless flat iron can be for $14.95. I give this a good shot at making it to rollout, and there is no question that it will sell through at retail providing Sharper Image can ride out the current retail storm. What could make this show better: A spokesperson with beautiful hair and a less “selly” voice.

5. KEEPEEZ ($14.95) are clear plastic lids for bowls and storage containers. The main claim: With just a press, it "vacuum seals to create an air-tight seal for weeks." The offer is for four different size lids (3.5, 4.5, 6 and 8.5 inch). The bonus is four "designer bowls" and an extra-large (10.5 inch) lid free (just pay S&H). www.Keepeez.com
Product (D7) Score: 4 out of 7*
(not unique, priced right or credible)
Sully Says: I like this product, and I like this commercial – but I don’t love it! I think the name “Keepeez” is vanilla. Personally, I would have used a spokesperson for this, and I would have used that person to execute some of the live demos. In the first part of the commercial, it’s hard to see how these actually work. I’m biased because I have personally used the product, so I know. But does a first-time viewer actually get what is happening? Solution: The camera could have been placed a little more “bottom floor,” and I think the parabolic vacuum seal would have made an interesting visual. The stand-out scenes in this commercial (muscle man, dropped container, melon and inverted water) are brushed over like they are no big deal when, in fact, each one of these demos is HUGE. Lose the music, add a spokesperson and tighten up the offer. I will be surprised if this works. It’s a great item, but I know returns are high on QVC ... Watch this space.

Sources: “New Spots for Week Ending 9/26/08,” IMS (2-3, 5); "Vol. XVII, No. 47-B for 0/00/08,” Jordan Whitney (1, 4)

* 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.