November 27, 2014

HotDo

Description: Artificial hair
Main Pitch: "Hot new hair accessory ... looks so real it's unreal"
Main Offer: $14.99 for one (choice of 11 colors)
Bonus: Style Guide (free)
Marketer: Top Dog
Producer: Concepts TV
Watch it on iSpot.tv

Even though this is not the same thing as Allstar's Secret Extensions, it's close in concept. (There's even a testimonial from an Hispanic "celebrity TV host"). That makes me think it would fit under the 'Secret' brand as well as the 'Hot' brand if it rolls out.

S7 Analysis: As with all projects attempted in this 1-in-50 category, the big challenge is being considered different enough (in a good way) to break through. Allstar has demonstrated that a large enough buying group views too little hair as a problem that needs solving, meaning this product could actually meet the needed criterion. But the fashion/style aspect of the product makes the outcome of this test anyone's guess.

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