July 29, 2015

Hot Shaper

Description: A waist trainer
Main Pitch: "Instantly shapes and slim your waist into the perfect hourglass shape"
Main Offer: $19.99 for one in black
Bonus: 2nd one in nude (just pay P&H)
Marketer: Tristar
Watch the spot

This appears to be a cross between Tristar's Genie Hour Glass and a product they tried back in March called Hot Belt. Or is it a repositioning of a failed item informed by the success of waist trainers? In either case, I think the "gross factor" (promoting sweat) will still be a turnoff for women.

S7 Analysis: Once again, it's the target criterion that gives me pause. To be sure, there is a group of people that loves to sweat. Call them the P90X/Insanity crowd (the latter infomercial actually took pride in showing puddles of sweat on the ground). But fitness nuts like that would never need or want a product like this.

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