May 19, 2015

Secret Cover

Description: Snap-in hair
Main Pitch: "Naturally beautiful hair to cover what isn't there"
Main Offer: 2 pay of $24.99
Bonus: None
Starring: Tabatha Coffey
Marketer: On Demand
Producer: Hutton-Miller
Watch the spot

By my count, this is the fifth attempt to extend the partial-word brand launched with Secret Extensions, a 2014 True Top Spender. The others are Secret Color (in rollout), Secret Cinch and Secret Twist. In this way, On Demand is attempting to do with "secret" what partner Allstar did with "hot" -- albeit with less category discipline. When it comes to hair, these two may have the category figured out. Time will tell.

S7 Analysis: What I like most about this product idea is that it's different in a way that makes a lot of sense. Women use hair extensions to make their hair look longer and fuller. Why not use a variation of the same idea to conceal thinning hair? On the other hand, products targeted toward this segment of a segment have struggled to find the same sort of success enjoyed by products for men with hair loss. It may be that even a smart idea like this can't find enough pockets of response to build a campaign.

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