November 19, 2015

Simply Straight

Description: A ceramic straightening brush
Main Pitch:"Combines the power of a flat iron with the gentle styling ability of a brush"
Main Offer: 2 pay of $19.99
Bonus: 2nd one (just pay P&H)
Marketer: Ontel
Producer: Blue Moon
Watch the spot

From what I can tell, women really like this concept. On the other hand, the history of this category isn't very promising -- at least in short form. What's most interesting to me is the price point. In an upcoming piece for the ERA blog, I'll be talking about this trend toward higher prices. In a reversal from the years of the "Great Recession," it seems the impulse price barrier may be heading north for the first time in a long time.

S7 Analysis: From a product perspective, this one checks all the boxes. It gets its highest marks for being different. The creative also meets or exceeds all of the S7 criteria -- even when it comes to the price because the VALUE is good compared to other products in the category. That's an important point to keep in mind when evaluating this new 'higher prices' trend.

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