Weekly Round-Up
- Smooth Away Spray ($19.95). A depilatory spray (from IdeaVillage). Pitch: "The fantastic new 'spray and wipe away' hair remover that's totally pain and mess free." www.SmoothAwaySpray.com
Prediction: On the fence
Hair removal is a strong DRTV category, and a similar product called Epil-Stop (from a company called Igia) was a hit a few years ago. However, two things concern me. One is using the Smooth Away name. My opinions on brand and line extensions will be familiar to my readers, and this particular brand doesn't have the best image (see here and here for examples). My other concern is this category at retail: It's crowded with established brands, and they have continued to innovate over the years. For example, Sally Hansen has this cool product you spray on and then shower off.
- Mama Wants Her Body Back ($9.99). A workout program for recently pregnant women (from Savvier, featuring fitness expert Lisa Druxman). Pitch: "Designed ... to specifically target and address the biological changes that occurred from pregnancy to reshape your body." www.MamaWants.com
Prediction: Unlikely to succeed
To qualify, my prediction is based on the likelihood of mass-market success. In that regard, the problem with this program is evident from the following sentence, which appears on the Website: "Whether you just had a baby or had a baby twenty years ago, this program is for you" (emphasis added). I think women in the latter category (a core buying group for DRTV) are unlikely to buy this product because of its positioning.
- HD Vision Computer Eyes ($14.99). Glasses you wear while working on your computer or playing video games (from IdeaVillage). Pitch: "Dramatically reduce glare and eye strain, so you can see better with amazing color and clarity." www.BuyComputerEyes.com
Prediction: Unlikely to succeed
A line extension too far. Unlike the last two, which defied the odds and became hits, I think this one poses too great of a social risk. Plus, the demographic most responsive to DRTV commercials doesn't typically spend the day staring at a computer monitor or playing video games.
- Shureka ($19.95). Clear shoeboxes that snap together. Pitch: "Lets you organize and see your shoes" for "triple the closet space in seconds." www.Shureka.com
Prediction: Unlikely to succeed
Once again: There's only room for one.
- Slender Lift ($19.95). A pair of straps that turn control-top pantyhose into shapewear. "Instantly drop one, two even three sizes, so you'll look inches thinner and pounds lighter." www.MySlenderLift.com
Prediction: Bomb
The best DRTV products replace make-shift solutions with well-designed products. This is trying to replace a well-designed product (shapewear) with a makeshift solution (straps).
- PediWow ($?). A manual device for removing calluses, dead skin and corns. Pitch: "The most innovative, safe and effective callus remover ever." www.PediWow.com
Prediction: Bomb
This is like Telebrands' Ped Egg -- except it looks like a pen without the ink cartridge, it's a lot more cumbersome to use, it doesn't have a removable compartment that collects dead skin ... On second thought, it's nothing like Ped Egg.