March 04, 2014

Copper Hands

Description: Copper-infused compression gloves
Main Pitch: "Improved circulation, soothing comfort and support for the joints and muscles in your fingers and hands"
Main Offer: $12.99 for one pair
Bonus: 2nd pair (just pay a separate fee)
Marketer: Telebrands
Producer: Sullivan Productions
Prediction: Unlikely to succeed

This is third copper-infused garment I've noted, and the third marketer to enter the fray following IdeaVillage's Copper Flex and Tristar's Copper Wear. Although also a compression garment, the product and pitch are quite different than the other two, which were more sports-focused and targeted the knees and elbows. Interestingly, this is also an improved version of an item Telebrands already tried under the name Miracle Hands.

Focusing on hand pain and targeting an older demographic makes a lot more sense for DR, so I think this project has the best chance of success to date. But I also think the copper pitch, in general, is low on credibility and hard for people to understand.

When I first started noticing these projects, I couldn't understand why everyone was chasing the concept. Then I saw Tommie Copper on the infomercial charts. (Amusingly, the clip I linked to has Montel Williams demonstrating copper-infused sleeves but talking about copper-infused gloves the company has yet to release).

Apparently, Tommie Copper has been running a ton of short form as well since their 120 almost made my True Top Spenders list for 2013. The higher price points and long form starting point had kept them off my radar, but now I see why certain quarters are so interested. And yet ... The claims made in the original infomercial and the claims that need to be made in all of the short-form commercials seem highly risky to me. I'd be surprised if some action weren't taken to modify them.

1 comment:

  1. Copper Hands is a rip off. I have tried Tommie Copper compression gloves and the Copper Hands gloves. Tommie Copper relieves pain and soreness. The Copper Hands did absolutely nothing. They are a dishonest company that is just out to steal your money.