Description: Shapewear for arms
Main Pitch: "Makes flabby, jiggly arms look lean and shapely instantly"
Main Offer: $19.99 for one in black
Bonus: 2nd one in ivory (just pay P&H)
Starring: Jen Boyett
Prediction: Unlikely to succeed
Earlier this summer, Allstar tested a product similar to this one called Skinny Arms. The commercial starred HSN's Stella Riches and was produced by Hutton-Miller. I didn't get a chance to review it, and now the Website is no longer live online. Given the players involved, that's a good indication this concept wasn't an instant hit.
One potential problem I see is that most shapewear is under-wear, meaning it's hidden beneath clothing. This product is visible and can only be hidden if a woman is wearing long sleeves. It also targets a narrow problem area that will be of less concern than other areas (e.g. the waistline).
However, I think this product may still have potential. Shapewear is a hot category, as the success of Spanx and similar products demonstrates. If I'm wrong about women's perception of the product, which is quite possible, it could find its market.