April 03, 2013

MicroTouch Switch Blade

Description: A 2-in-1 hair trimmer
Main Pitch: "It puts the power to groom from head to toe, and everywhere in between, right in the palm of your hand"
Main Offer: $19.99 for one with 3 snap-on guides
Bonus: 10-piece grooming kit (just pay S&H)
Marketer: IdeaVillage
Producer: Blue Moon Studios
Website: www.GetSwitchBlade.com
Prediction: Hit!

Predicting success for this item is a no-brainer based on three simple facts:

  1. The MicroTouch mini-trimmer, originally launched in 2003, is still selling so strong that it is topping charts 10 years later (e.g. see my True Top Spenders of 2012)
  2.  
  3. In 2005, IdeaVillage had a solid DRTV hit with a product called Just-A-Trim (No. 27 on the JW Annual for that year), the features of which are now incorporated into this product
  4.  
  5. IdeaVillage is one of the forward-looking brand extenders I wrote about recently, which means the company is committed to building its lines at retail -- and the Touch line is its strongest and oldest

You don't need a crystal ball to see that this one is definitely going to appear on the True Top Spenders list for 2013.

On a side note: I enjoyed the amusing opening to this commercial. Great attention-getter. Blue Moon has been experimenting with the format of late (the latest Finishing Touch Diamond commercial is another example), and I approve!

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