Description: Shapewear for women
Main Pitch: "Instantly slim four inches and look 10 pounds thinner"
Main Offer: $19.99 for one in white, black or nude
Producer: Concepts TV
Prediction: Unlikely to succeed
I reviewed the male version of this product, Slim Ts, in the February issue of Response and gave it a 4 out 7 rating. My main concern was that it was incorrectly targeted because "men don’t care about their appearance the same way women do." Whether I was ultimately right or wrong remains to be seen (there is some indication I may have been wrong), but if that was the issue with a men's version of this product, then a women's version should be a sure thing, right? Wrong.
The problem is this product has been done before -- many times over. Curerntly, this is a super-crowded category at retail, dominated by well-known brands like Spanx. In our industry, it also runs afoul of my "only room for one" theory. The one: BJ Global Direct's Kymaro.
In a word, then, this one will fail because of heavy competition. It's too bad, too, because the commercial is mostly excellent.* In a vacuum, it would perform well.
* The commercial I saw online did not have a bonus, but that may not have been the version that aired.