Description: A cross between Secret Extensions & Hot Huez
Main Pitch: "Get the color without commitment"
Main Offer: $19.99 for one
Bonus: Free shipping on 2nd one
Starring: Demi Lovato
Marketer: Allstar
Producer: Hutton-Miller
Website: www.SecretColor.com
Prediction: On the fence
This is the evolution and future of DR, and only a few producers are capable of pulling it off. Two others that come to mind: Infomercials Inc. and Blue Reef (see Copper Flex). Many others come to mind as not being capable of it.
So what's so great about this approach? Mainly that it employs key DR selling techniques (lots of demos, B&As, a compelling offer) without feeling like a DR pitch. What it feels like is a high-end brand commercial, and that means it has a real shot at selling girls, a coveted demographic that has traditionally been considered one of the hardest groups to reach with DRTV.
Not to overstate my case, but if DR as we know it is going to survive, our industry will have to figure out a way to connect with younger audiences like this one. Whether this exact approach is the answer is anyone's guess, but we should be rooting for this one to succeed and help show us the way.
[Spot is also available here.]
