September 09, 2015

Barber Sharp

Description: A sharpener for disposable razors
Main Pitch: "Get the barber-quality shave you deserve at home"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

Variations of this concept have been tried before, and the track record isn't promising. There was Blade Buddy in 2012, Razor Rx in 2011 and Save-A-Blade in 2008. Only the latter has any claim to success, and it would be a stretch to call it Old Gold.

As for the commercial, it's well done from a production-quality standpoint, and I like the spokesman (who is not identified). Although a fresh face, he has clearly done this before, and that's refreshing. Typically once you get past a handful of reliable and talented veterans, the quality drops off dramatically.

S7 Analysis: The challenge here is the same as with anything to do with shaving: The category is crowded with options. If someone thinks they're spending too much on razors, then there is a cheaper solution for them already on the shelf. Of course, the razor companies are spending hundreds of millions of dollars to convince people that isn't the case.

Yes, MicroTouch One beat the odds with its different "modern version of timeless classic" approach ... but this is not quite that.

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