January 16, 2014

Beauty Egg

Description: A makeup applicator
Main Pitch: "Applies and blends at the same time for a fast, flawless finish that lasts all day long"
Main Offer: $10 for 2 applicators
Bonus: Double the offer (just pay a separate fee)
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.GetBeautyEgg.com
Prediction: Unlikely to succeed

I rarely think lack of credibility is going to sink a project, but this is one of those cases. There's no way women are going to believe the promises made, which often sounded like they came from a Guthy-Renker commercial, can be delivered by a mere applicator.

The value proposition is also off here since applicators have a low value perception and giving four just seems like overkill for something that's supposed to be reusable forever.

Surprisingly, I also have a previous project in the archives I can reference here: Ontel's Power Puff. It was a vibrating makeup applicator that was tested about a year ago. It obviously did not go forward.

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