Description: An air freshener
Main Pitch: "Neutralize odors for up to two years"
Main Offer: $19.99 for one set (golden vanilla or cool linen breeze)
Bonus: 2nd set and Hang-It (just pay separate processing)
Starring: HSN's Joy Mangano
Prediction: Unlikely to succeed
I respect Joy's work and the fact that she successfully transitioned Huggable Hangers from HSN to DRTV. But I don't think this product has a shot. For one thing, it doesn't solve a perceived problem. Otherwise, companies such as S.C. Johnson and Procter & Gamble wouldn't have the robust air freshener businesses they do. Speaking of which, this is a crowded category dominated by billion-dollar brands such as Glade and Febreeze. DRTV does not compete well in this kind of arena.