January 10, 2013

Cami Shaper

Description: A slimming camisole and bra
Main Pitch: "The same lift and suport of the Genie Bra, the super comfort of a camisole, and slimming benefits of shapewear"
Main Offer: 3 pay of $19.99
Bonus: Free shipping
Starring: Stella Riches
Marketer: Tristar
Website: www.CamiShaper.com
Prediction: On the fence

This is a line extension of the Genie Bra, but it could just as easily have been a line extension of Ontel's Cami Secret -- and probably should have been.

That said, shapewear is a little played out these days. I'm not confident the timing is right for a new hit in the category -- even with the added benefits of this product and the red-hot success of Genie Bra at retail. So while this will probably do well as a retail line extension, I don't see it doing well on short-form DRTV.

Supporting my prognosis: A similar concept failed less than a year ago.

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