April 09, 2010

Weekly Round-Up

Still getting caught up! Here are 10 more short reviews ...

  1. Perfect Lift Clip ($19.95). A bra clip that lifts. "Make almost any bra a push-up bra." www.ThePerfectLift.com
    Prediction: Bomb
    Fourth to market (after Cleavage Control Clips, Strap Happy and Strap Perfect) with a me-too solution.

  3. EZ Slimmerz  ($19.95). Shapewear embedded with skin-care ingredients (from Global TV Concepts). Pitch: "Actually smoothes, tones and firms your skin while you wear them." www.EZSlimmerz.com
    Prediction: Unlikely to succeed
    Shapewear has been taken over by brands like Spanx, and what makes this unique also raises too many questions. Does it feel greasy? How long before the skin-care ingredients run out? What then? Etc.
  4. Horse Clock ($10). A clock featuring original horse paintings that makes horse noises every hour (from Lipenwald. Pitch: "The ultimate clock for horse lovers. " www.BuyHorseClock.com
    Prediction: On The Fence
    The Audubon Singing Bird Clock was a hit for TELEBrands in 1998, eventually selling five million units. Will whinnying horses have the same effect on people?
  5. Little Giant Blueberries ($10). A high-yield blueberry plant (from Lipenwald). Pitch: "Yields up to four pints every day all season long ... virtually grow themselves in either sun or shade." Grow your own delicious blueberries." www.BlueBerryGiant.com
    Prediction: On the Fence
    Lipenwald's Tree Tomato seems to do well year after year. If people have the same love for blueberries, this could be a solid performer as well.

  7. Fix It Grout ($19.95). A pen that instantly refinishes stained grout (from Simoniz, starring Joe Fowler). Pitch: "If you can draw a line, you can make it all look new again." www.FixItGrout.com
    Prediction: Unlikely to succeed
    This looks like a re-launch of a product the late, great Billy Mays originally pitched. I don't recall it doing much back then, and I see no reason to believe it will do any better with Joe Fowler pitching it. The big problem: Grout is a tough category on DRTV. I've worked on two grout projects in my career; both bombed.

  9. Power Out ($10). A shoe polish-like cleaning product (from Ontel). Pitch: "The multi-task foam action cleaner that cleans it all." www.BuyPowerOut.com
    Prediction: Unlikely to succeed
    This is a super-crowded category dominated by name brands, and the positioning of the product (cleans it all) is far too broad.

  11. PetZZZpad ($19.99). A heating pad for dogs and cats. Pitch: "Activates with just a step, generating warming 102-degree comforting heat." www.PetZZZPad.com
    Prediction: On the Fence
    The pet category is one of those rare DRTV categories where it's easy to have a hit, and I like the problem/solution here. However, it will make less sense as the weather gets warmer. Maybe something to try again in the fall.

  13. Sleep Toasty ($10). A blanket that reflects back your body heat (from TELEBrands). Pitch: "Like an electric blanket without electricity." www.SleepToasty.com
    Prediction: Unlikely to succeed
    I must be seeing this late because it doesn't make sense for this time of year. But even in the fall or winter, I think the item lacks credibility in a way that will inhibit sales.

  15. Sumo Mug ($14.99). A mug (from Allstar). Pitch: "Absolutely can't be knocked over."
    Prediction: N/A
    Posted well after the fact for posterity only. Spot is here.

  17. Tell Bell ($19.95). A bell your dog can be trained to ring when has to go to the bathroom. Pitch: "Makes house training easy, fast and fun." www.TellBell.com
    Prediction: Unlikely to succeed
    As a general rule, anything that seems like work won't work on DRTV -- and this seems like a lot of work. Add to that the credibility questions ("Will it work for my dog?) and the fact a bell trick is neat but not much more effective than whining near the door ... and I just don't see this one rolling out.  
  18. Eco Jet ($19.99). A high-pressure shower head (from Harvest Direct). Pitch: "Water pressure virtually doubles, turning a sour shower into a power shower." www.BuyEcoJetNow.com
    Prediction: Unlikely to succeed
    Government restrictions on water flow have created a real problem: Weak showers. The trouble is every shower head on the shelf claims to solve the problem. This one has a cool demo but is unlikely to win against the established brands. Also, these products require installation, and that's always a sales killer on DRTV.


1 comment:

  1. Blueberry Giant/ Horse Clocks..... I wouldn't buy anything that the company "Lipenwald" sells! I urge you to google them! Biggest rip off company around! Not only are their products garbage, but good luck getting a refund or even talking to anyone about one!