February 04, 2016


Description: Flexible hair rollers
Main Pitch: "Just twirl, set and swirl, and pop out beautiful waves"
Main Offer: $14.99 for 10 large, 10 small and carrying case
Bonus: Double the offer (just pay P&H), 3 Strap Perfect (free)
Marketer: Allstar
Watch the spot

Allstar is the only DRTV company that has any success with hair these days. Both its "Hot" line and its "Secret" line have had multiple rollouts. This also isn't the first time they have tried a product for making waves. In 2011, they tested Natural Waves, but it didn't roll out despite good results in another channel of sale.

Incidentally, the producer of that commercial (Blue Moon) is the same company that produced Simply Straight, a $40 styling tool that is climbing the charts. If this project fails, then, we'll have to assume the secret to success is making hair straight, not wavy.

S7 Analysis: My last point was facetious, but there may be some truth in it. Only market research could tell us if the market for making hair wavy is significantly smaller than the market for making hair straight. If it is, this one may not be targeted to a big enough buying group.

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