July 31, 2013

MicroTouch One

Description: A single-blade razor
Main Pitch: "The modern version of a timeless classic"
Main Offer: $19.99 for one with deluxe case and 12 blades
Bonus: 12 more blades (just pay shipping)
Starring: Rick Harrison (from Pawn Stars)
Marketer: IdeaVillage
Producer: Blue Moon Studios
Website: www.OneRazor.com
Prediction: Unlikely to succeed

This is a second chance for an item that was originally tested under the name Akira. Although I like this commercial better, my thoughts about the product are the same: "Great value proposition, but wet shaving is the ultimate crowded category." And at retail: "I can't see most men choosing this razor over the latest 54-blade, lighted, ultrasonic razor."

I speak from experience. Years ago, I led the marketing charge for an IdeaVillage product called Titanium Turbo. Because of a great value proposition ($10 for a titanium-coated electric razor), the item did well on DRTV. But when it got to retail and faced competition from the likes of Remington and others, it struggled.

The only shot this product has is if enough men buy into Mr. Harrison's pitch: That all those extra blades are unnecessary and were only added to price-gouge consumers, that the single blade is a timeless classic because it's still preferred by barbers, etc.

It's a long shot, but at least it's a shot.

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