February 27, 2013

Nu Spa

Description: A bath brush with multiple heads
Main Pitch: "The easy way to clean and moisturize all those hard-to-reach places"
Main Offer: $14.95 for one with sponge, loofah & applicator heads
Bonus: Callous remover, pumice brush & travel bag; then offer doubles (just pay S&H)
Marketer: Emson
Website: www.BuyNuSpa.com
Prediction: Unlikely to succeed

This product reminds me of Spin Spa, an IdeaVillage hit from 2006 (No. 16 on that year's JW Annual). I just don't see the concept coming back, though, especially not in manual form.

A related problem is the offer. I helped launch Spin Spa, and we worked hard to avoid the 'Swiss Army' problem that plagues items with multiple features. The team here did not work hard -- or at least not hard enough. They crammed too much into the spot and made things worse with a 'kitchen sink' offer that will leave viewers confused about what this does, what it comes with and why they need it.

On a side note, a version of this product and pitch was tried back in 2008 under the name SkinFinity. Is this a case of 'old brass'?

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