March 09, 2014

Yes! by Finishing Touch

Description: A hair remover
Main Pitch: "Breakthrough sensa-light technology ... removes unwanted hair with no pain and no irritation"
Main Offer: $29.99 for one
Bonus: Travel case (free)
Marketer: IdeaVillage
Producer: Blue Moon
Prediction: On the fence

This is a value-priced version of no!no! To take on the double negative, IdeaVillage is using a single positive and their flagship brand. I think that strategy is risky for the brand but could very well generate the sales required to succeed.

On the first point, let's consider the rarity that is Finishing Touch. In our business, items that sell consistently well for 11 years are about as common as unicorns. The only explanation is that the product has achieved nirvana and become a real brand, something that is only possible with items of the best quality and the highest customer satisfaction. Which leads me to my second point ...

I'm not sure if a no!no! can actually do what it claims to do, but I am highly skeptical -- and that's with a $250 product. The chances that this $30 version will perform well enough to satisfy customers are slim and none, and slim just left town. That means the brand takes a hit, possibly a fatal one, if this project rolls out.

Of course, it's also possible this project will fail quickly for credibility reasons (i.e. without the high price, disbelief cannot be sufficiently suspended). If that happens, my concerns not being an issue will be the silver lining.

As for the commercial, I have to give credit to Blue Moon once again for creating and perfecting a unique testimonial technique that works great for just about any female-friendly product.

1 comment:

  1. Idea Village is a very reputable company and I believe that the product has to work. Also the commercial has many testimonials in it, and knowing Blue Moon, the product works as advertised. Why the skepticism?