September 08, 2012

Hot Huez

Description: Hair chalk compacts
Main Pitch: "The eye-popping color that glides on for instant, galmorous fun"
Main Offer: $19.99 for 4 compacts & 12 sponges
Bonus: Color chart, carrying case
Marketer: Allstar
Producer: Hutton-Miller
Prediction: On the fence

I have mixed feelings about projects like these. One the one hand, successful campaigns like Salon Express (#23 on my True Top Spenders list for the first half of 2012) and Shimmer (#39 on the list) indicate fun body fashions for youngsters can be successful on DRTV. We're almost at the 'three' that would make a category. Perhaps this will be the third one.

On the other hand, past failures (e.g. Bling String) and the fact that the sweet spot for DRTV is a much older demographic always reduce the odds of success for these items.

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