Description: Styling brush that bends in or out to style your hair while you blow it dry
Main Pitch: "Bend your hair with the flick of a wrist"
Main Offer: $10 buy one, get one free
Bonus: Twisty Towel
Website: www.BendiBrush.com
By John Miller & Peter Hutton (more)
The key question for this product is: What’s the difference between the Bendi Brush and a regular brush? With so many brushes on the market and so many places to buy them, this product needs to tell the viewer, at every opportunity, why it’s unique. There’s only one reference to other brushes in the spot and that happens too late to have any impact. However, we feel there is a uniqueness to the Bendi Brush and, like the EZ Combs or Bumpits, it may have some legs as a DR item.
Having done the Conair Quick Braid, the IGIA IonAir Hair Dryer and Brush-N-Color, we’ve learned that women have a very personal relationship with their hair and hair-care products. It takes a great effort to get a woman to change what she is currently doing to volumize, straighten, curl, flip and detangle her hair. Asking her to switch to the Bendi Brush is asking a lot. However, we felt that if the product does all that it says it does, it could realistically replace an entire drugstore full of hair sprays, lotions, shampoos and treatments, and that gives it some perceived value beyond just a brush.
The commercial touches lightly on so many things that the Bendi Brush can do for your hair, it really never focuses on the one thing that it does really well – and we still don’t know what that is. Therefore, we felt it lacked a position and a category. One thing we picked up on late in the spot is that it helps dry your hair 50 percent faster. That’s cool!
We liked the airflow netting and felt that there might be an opportunity to create a point of differentiation there. “Unlike ordinary roll brushes that make you rotate the hair around the brush to dry it, taking forever, the Bendi Brush’s unique air-flow netting … lets the air pass through and dries the hair 50 percent faster for you!” Maybe that could have been the position.
As we watched the spot, we kept waiting for it to stick to one clear and concise message.
We also wanted this item to be from a “tell it like it is” hairdresser. Your hair stylist knows what’s best for you and your hair! And the commercial needed more side-by-side before and after results. By the end of the commercial, we did not believe you could get the results shown without going to the salon. In other words, we thought few people would believe that, armed with just a Bendi Brush and a blow dryer, they could get those looks by themselves.
As for the commercial’s offer and price, we felt they were compelling and liked the add-on of the hair twist. But what we really wanted was a blow dryer.
In closing, we like the product. If it had a solid position, we think it might have a chance!
Our problem: As we start to review spots, we tend to redo them in our minds. In all reality, this might be a very successful spot. As they say, “there’s more than one way to …”
