Description: A device that cleans and hones razors
Main Pitch: "Get more than 150 smooth, clean, comfortable shaves from every blade"
Main Offer: $9.99 for one
Bonus: Rx micro-trimmer (just pay P&H)
Marketer: Product Strategies
Producer: PBandJ Partners
Website: www.RazorRx.com
Prediction: On the Fence
First, the good news. According to a recent email I received from PBandJ, this campaign was "selected from over 6000 entries by The International Academy of Visual Arts to receive a 2011 Communicator Award." Congratulations to Peter Aronow and team.
Moving on, for years I believed the high cost of razors was a major issue for America. I had good reason: A main pitch for Titanium Turbo, an inexpensive electric razor I helped launch, was that it saved you money on razors. That item was a TV success, reaching No. 13 on the Jordan Whitney in 2005. I also observed the apparent success of Infinity Razor in 2007 and Save-A-Blade in 2008.
But today, after understanding the category better and what happened with those earlier "successes" -- as well as failing with another razor-saving idea and observing the failure of similar ideas -- I no longer believe America cares enough about the price of razors to sustain a campaign. Maybe the "Great Recession" has changed that, but I'm doubtful.
That said, this product has a lot going for it, including a low-risk price, so perhaps people will buy it to try it. The copy of MicroTouch as a bonus won't hurt, either.
