July 01, 2020

Finishing Touch Flawless Nu Razor

Description: A women's shaver
Pitch: "200 facets of hair removal precision"
Offer: $39.99 for one
Bonus: Free shipping
Brand: Finishing Touch Flawless
Marketer: IdeaVillage/Church & Dwight
Producer: Blue Reef
Rank: No. 1*
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When I prepared my 2020 True Top Spenders Mid-Year Check In, I noticed a few items were missing from the blog archives. This is one of them. It is now No. 1 on the charts and No. 4 for the year to date.

FYI: This product is similar to Flawless Body, which was on the charts last year.

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* DRMetrix Weekly Top 40, Short Form Week 26 (Source: AdSphere)

New & True: Happy Nappers

Description: Pillows that convert to a sleeping bag
Pitch: "They love to sleep and play with you"
Offer: Starting at $39.99
Bonus: $10 off additionals
Marketer: Jay at Play
Producer: Hutton-Miller
Rank: No. 7*
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This is a recycled brand name. The original Happy Nappers were similar in design to Pillow Pets.

The original campaign ran in 2011 and was No. 18 on the JW Annual that year. It helped spark the plush craze that took over the industry in the ensuing years.

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* DRMetrix Weekly Top 40, Short Form Week 26 (Source: AdSphere)

New & True: Mission Instant Cooling Gear

Description: A face and neck covering (gaiter)
Pitch: "Helps protect you from harmful elements"
Offer: $19.99 for one
Bonus: Buy 3, get 1 free
Brand: Mission
Marketer: Allstar
Rank: No. 13*
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This is one of six resuable face coverings that have been tested during the coronavirus pandemic.

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* DRMetrix Weekly Top 40, Short Form Week 26 (Source: AdSphere)

New & True: Air Police 4

Description: A disposable face mask
Pitch: "Four layers of protection"
Offer: $19.90 for 10 masks
Bonus: Free shipping on larger orders
Brand: Air Police
Marketer: Telebrands
Producer: Bluewater
Rank: No. 17*
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This is one of five disposable masks that have been tested during the coronavirus pandemic.

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* DRMetrix Weekly Top 40, Short Form Week XX (Source: AdSphere)

New & True: My Foldaway Fan

Description: A rechargeable fan
Pitch: "Unfolds into your own personal wind machine"
Offer: 2 pay of $19.99 for one
Bonus: None
Brand: Bell+Howell/My Foldaway
Marketer: Emson
Producer: Hutton-Miller
Rank: No. 20*
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This is a brand extension of My Foldaway Mirror, which was No. 48 on the 2018 True Top 50.

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* DRMetrix Weekly Top 40, Short Form Week 26 (Source: AdSphere)

New & True: Cup Call

Description: A cell phone holder
Pitch: "Expands or contracts to lock into any size cup holder"
Offer: $19.99 for one
Bonus: 2nd one plus 10-pack of masks (just pay a separate fee)
Marketer: Telebrands
Producer: Company
Rank: No. 29*
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Telebrands marketed a similar product called GPS Pal in 2008. It also made an appearance on the first episode of Discovery's PitchMen in 2009.

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* DRMetrix Weekly Top 40, Short Form Week 26 (Source: AdSphere)

New & True: Breeze Blast

Description: A portable air cooler
Pitch: "Delivers a refreshing cool breeze powered by ice"
Offer: $39.99 for one with 3 Blast Packs
Bonus: 2nd set for 50% off, free shipping
Brand: Sharper Image
Marketer: Allstar
Producer: Hutton-Miller
Rank: No. 38*
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This is something rare: A truly new and unique innovation. I can see why it's doing well.

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* DRMetrix Weekly Top 40, Short Form Week 26 (Source: AdSphere)