June 16, 2011

Review: Light Headed

Description: A ball cap with a built-in light
Main Pitch: "Wherever you stare, bright light is there"
Main Offer: $10.99 for one
Bonus: 2nd one (just pay processing)
Marketer: Telebrands
Website: www.GetLightHeaded.com
Prediction: Unlikely to succeed

There's an off chance this will catch on as a Spencer Gifts-type novelty. But it won't be taken seriously, and my guess is "social risk" and/or "psychological risk" will prevent most people from buying it because there is no way to get past its intentional dorkiness. It says, "I'm light-headed" right on the hat!

On a side note, this is the 106th attempt at a light product in recent DRTV history -- or at least it feels that way. Lighting is becoming one of those categories, like hair products, where many are tried but few succeed. Put another way, it's looking like another category where the odds are 1 in 50 instead of the usual 1 in 10 (if you're good) or 1 in 20.

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