New This Week: EZ Bundler, Steam Buddy, Blo & Go and more

Welcome to my first new items report of the new year. Believe it or not, we have two potential winners already! They’re both pitched by none other than DRTV King Billy Mays. You’d think with a hit commercial all over TV already (i.e. Mighty Putty), Billy would rest on his laurels a bit. But no, he’s out there making sure 2008 is going to be his best year ever.

Check out items No. 1 and 2, and see if you agree with me that these are upcoming hits.

1. EZ BUNDLER ($19.99) is a gun that instantly bundles anything – a stack of newspapers, a cord of wood, etc. The gun feeds the exact amount of nylon strapping you need, then you click the trigger to cut and secure it with a fastening clip. The offer includes the gun, 25 feet of strapping and 50 clips. Then they double that to 50 feet of strapping and 100 clips. The first bonus is double the entire offer. The second bonus is three large vacuum storage bags. The final bonus is a lifetime supply of strapping and clips, just pay S&H. This is a Billy Mays commercial. The product is under the Home Smart brand, and it appears to be from SAS Group. No URL.
Product (D7) Score: 7 out of 7!*
Commercial Rating: Good**
Comments: This item is a new and improved version of the Handy Bundler, which was a DRTV hit nearly a decade ago. As they say, “old is gold.” And with a seven out of seven product score and a good commercial made great with the help of Billy Mays, this is going to be gold indeed. The commercial is also chock full of great demos, which is what you need to succeed these days. I have only one criticism, and it centers on the offer. The initial buy one, get one free offer is an excellent value. But then they throw in three Space Bag knockoffs as a second bonus. Huh? To quote Andy Khubani, president of IdeaVillage: “Don’t sell past the sale.” That second bonus is so out of place, it might actually kill the sale!

2. STEAM BUDDY ($19.95) is a handheld clothes steamer. It’s essentially a steaming ‘wand’ with a long cord, so it allows you to remove wrinkles from clothing while it’s on the hanger. The pitch: “Put the power of your dry cleaner in your hands.” The offer includes a fabric brush attachment. The bonus is a creaser. This is another Billy Mays commercial. The product is under the Legacy Products brand. www.BuySteamBuddy.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This item is essentially a poor man’s version of The Tobi. I write that as a compliment to the people who succeeded in getting the price point of this item down to just $20. After all, creating a mass-market (read “cheaper”) version of a popular-but-expensive infomercial product is a time-honored DRTV strategy. It’s worked before, and I fully expect it to work again. Oh, and did I mention they have Billy Mays?

3. BLO & GO ($19.99) is a hair dryer holder that suctions to the bathroom mirror. The pitch: It’s the “extra hand” women wish they had. The bonuses are a styling brush and expert styling tips. This product was created by former runway model Laurie Coleman. www.BloAndGo.com
Product (D7) Score: 6 out of 7*
Commercial Rating: OK**
Comments: This is an interesting idea that had its moment in the sun a few years ago. But it ended up being a double in baseball terms, and I see no reason why this improved version (the old one stood, it didn’t suction) will do any better. It’s too soon to bring the idea back, and a double is a double.

4. PICO PAD ($16.99) is a tiny pad of sticky notes with a tiny pen. Together they are small enough to slip into a wallet. In fact, the secondary name for the product is “wallet notes.” The offer includes three pads and six sticky note refills. The bonus is three more pads and six more sticky note refills. www.BuyThePicoPad.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This is a cute product, but it doesn’t have a chance on DRTV. For one, it doesn’t solve a real problem. The perceived value is also a problem. A handful of tiny sticky pads for $17? Should have been disqualified in the product evaluation phase.

5. SIDING CINCH ($19.99) is a plastic gadget that allows people to hang things from their vinyl siding without damaging it. The offer is a 21-piece pack. www.BuySidingCinch.com
Product (D7) Score: 2 out of 7*
Commercial Rating: Poor**
Comments: This is another commercial that should not have been shot. The product is niche, lack credibility, has a low perceived value, doesn’t solve a common or pressing problem and has a confusing array of pieces. Somebody wasted their money, and it’s sad, really. If only that person read this blog!

Sources: “New Spots for Week Ending 1/4/08 (2) and 1/11/08 (1 & 3),” IMS; "Vol. XVII, No. 12-B for 1/11/08,” Jordan Whitney (4-5)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

Rounding Out the Year

A new year is here, but I still owe everyone an update on the new items that were launched during the last few weeks of the year. Below is a summary report to bring everyone up to date.

My next report will cover the first official new items of 2008.

1. LINT WIZARD PRO ($14.99) is a self-cleaning lint brush. When it gets full, you flick a side lever to clean it. The lint or pet hair goes into an internal reservoir that can be emptied later. The offer includes a mini version of the product. The bonus is the Fuzz Wizard, a battery-powered device for shaving the fuzz off sweaters, etc. This is an Ontel product and a Blue Moon Studios commercial. www.LintWizardPro.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Excellent**
Comments: This item has only one weakness: It doesn’t solve a painful problem. As such, it may be one of those items that people think is neat, but not neat enough to buy. Otherwise, I think it’s great. I give it high marks in every other category, and the commercial is what I have come to expect from Blue Moon Studios: first-rate work.

2. CALTRAP ($29.95) is a powder you put on food to reduce its caloric impact. The main claim: Sprinkle it on the foods you love (pizza, hamburgers, hot dogs), and it removes “up to 25% of the calories" without changing “the taste or texture” of the food. The offer is for a 30-day supply and includes seven “on the go” packets. The bonus is double the offer. www.MyCalTrap.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Excellent**
Comments: Here’s another great commercial featuring a product with one main weakness. In this case, it’s believability. I’m not talking about the diet claims. Akavar is the hottest diet product in the country despite its claim that you can “eat all you want and still lose weight.” Wild claims do not seem to be a problem in this category. What I’m talking about is the claim that the powder won’t change the taste or texture of food. I don’t think people will buy it (figuratively and literally).

3. SIX SHOOTER ($19.99) is a cordless electric screwdriver with a revolving cylinder that holds six different bits. The main claim: It’s like “having a toolbox right at your fingertips.” The offer includes a second cylinder loaded with mini bits. The bonus is the Laser Straight laser leveler, just pay S&H. This is an IdeaVillage product and a Sullivan Productions commercial starring Billy Mays. www.GetSixShooter.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Excellent**
Comments: I won’t write much about this one since it’s my project. To be fair, I should mention that the product has a weakness in the credibility category. Some people are going to doubt that a $20 screwdriver is powerful enough for their needs.

4. DRAIN CLAW (2 pay, $9.99) is a tool for clearing clogged drains. It features a long “snake” and a trigger handle. You feed the snake into the drain, squeeze the trigger to grab the clog and then pull it out. The bonus is a second one free, just pay S&H. This is a Telebrands product and a Sullivan Productions commercial starring Anthony Sullivan. www.DrainClaw.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Excellent**
Comments: This is another well done commercial from Sully, but I question whether the product will sell. In my opinion, it isn’t unique enough (handheld drain snakes are easy to find) and it lacks credibility.

5. HELP NOW BUTTON (Free, $9.99 S&H) is an emergency call button that connects wirelessly to your regular phone. Stick it anywhere, press the button and it connects you to your local 911 emergency service. The offer is for a free 30-day trial (just pay $9.99 S&H). The bonus is a wrist strap. This is a Telebrands product and a Blue Moon Studios commercial. www.HelpNowButton.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: Ever since “I’ve fallen and I can’t get up!” entered the American lexicon in the 1980s (courtesy of LifeCall), this has been a popular idea. The problem has always been the cost of the service, but with modern technology that cost can now be reduced or eliminated. Still, this product faces some challenges. For one, the actual price is hidden to the consumer, which will hurt sales. People won’t know if it’s actually cheaper than a service. Two, the idea really isn’t mass market, even though Telebrands and Blue Moon worked hard to make it seem like it is. It’s really only for seniors. Putting this in a kid’s room, to pick another example from the spot, is only a good idea if you’re a single mother who wants to see that handsome local cop on your doorstep several times a week!

6. BIONIC BLADE ($19.95) is a cordless power knife under the One Touch brand. The main claim: “At the press of a button, the dual blades move back and forth at a rate of 2,000 cycles per minute allowing it to power through the toughest meats, fruits or vegetables.” The bonus is a styling knife. This is an ARM product. www.OneTouchBlade.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: The Sonic Blade has been a successful infomercial despite its high $100 price point. So an inexpensive version of the product marketed using short form is a good idea. However, this approach is also a two-edged sword. If this is a limited market, the Sonic Blade has probably already captured the lion’s share. And there’s also the danger that people will think this is a cheap knockoff, which will cause them to doubt it works as advertised.

7. SNAP-N-SLICE ($19.95) is a handheld kitchen chopper and slicer. The offer includes two blade attachments (thin and thick), plus a recipe guide. The bonus is a six-slice wedger, just pay S&H. www.SnapNSlice.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product is essentially a handheld version of the Vidalia Chop Wizard, one of the big DRTV hits of 2007. But it’s unlikely to succeed because it offers few advantages over the competition. It’s the same price, does less and is harder on the hands (a drawback for the older DRTV buyer).

8. X-LITE ($19.95) is a hands-free LED flashlight that fits over the ear like a Bluetooth headset. The pitch: It’s “the fast, easy way to put light exactly where you need it.” The offer is buy one, get one free. The bonus is a keychain light. www.XLiteTVOffer.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This product is unlikely to succeed because it’s too “techy” for the older DRTV consumer, and most younger consumers will probably think it looks dorky. Some of the proposed uses in the commercial are truly hilarious!

9. VACU-SEAL ($29.99) is a handheld vacuum sealer for food storage bags. It comes with heavy-duty freezer bags that have a built-in valve. You put the food in the bag, close it, attach the sealer to the valve, and suck out all the air. The sealer is battery-powered and rechargeable. The offer includes three medium bags, two large bags and six AA batteries. This is a Pack Mate brand product. www.Vacu-Seal.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: Vacuum sealing was a red hot DRTV category a few years ago, and this product would have been a great idea back then. But now, the market is saturated with similar solutions at every conceivable price point.

10. QUANTUM REACH ($19.95) is a combination broom, mop and duster in one tool with a flexible head and an extra-long handle. The pitch: “Replaces all your brooms, mops and dusters.” The offer includes three microfiber pads. The bonus is an unlimited supply of additional microfiber pads, just pay S&H. No URL
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This is one of those ‘Swiss Army knife’ products that ends up doing no one job particularly well. It’s also difficult to understand what it does in a two-minute format. Plus, the commercial calls it a “four-in-one” solution, but it only replaces three cleaning tools as far as I can tell.

11. DEVA FUSER ($29.95) is a hair dryer attachment that looks like a giant hand. The pitch: The “360 degree airflow will have you out the door in half the time.” The offer includes two adapters and an instructional DVD. The bonus is a moisture-lock finishing spray. This is a DevaCurl product pitched by Lorraine Massey, the author of Curly Girl. www.BuyDevaFuser.com
Product (D7) Score: 3 out of 7*
Commercial Rating: OK**
Comments: This campaign faces several challenges, not the least of which is that the product looks silly. With enough explanation, the marketers might be able to get past that, but short form does not allow enough time.

12. MAGIC JACK (Free Trial/$39.95/$19.95) is a device for turning your regular phone into a VOIP phone. The pitch: “Never pay a monthly phone bill again.” The offer is to try it for 30 days, then pay $39.95. The annual service fee is $19.95. www.MagicJack.com
Product (D7) Score: 2 out of 7*
Commercial Rating: OK**
Comments: I am very familiar with this product since I worked on the marketing strategy when it was in the prototype phase. The relationship with the inventor eventually fell apart, and I had nothing to do with this commercial. But my thoughts on the product remain the same: It’s a tough sell on DRTV. As a lead-gen campaign, it could work (provided they fixed the confusing offer, which mentions three different price points). As a pure-play DRTV campaign, it will likely fail. That’s because the DRTV buyer is older, less tech savvy and less trusting of new technologies in general.

Sources: “New Spots for Week Ending 12/14/07, 12/21/07 and 12/28/07,” IMS (1-2, 6-9, 11-12); "Vol. XVII, No. 9-B and 11-B for 12/14/07 and 12/28/07,” Jordan Whitney (3-5, 10)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

IMS Top 50

The December issue of Response is out, and for the sixth year it includes a feature article on the top 50 short-form spots of the year as measured by the Infomercial Monitoring Service (IMS).

I won't bother to reproduce the entire list here, but I would like to offer an important observation on it:

The vast majority of campaigns that made the list are not traditional DRTV campaigns.

By this I mean they aren't cost-per-order (CPO) campaigns launched using short-form media. They are either cost-per-acquisition/lead-generation campaigns (Enzyte, Gold Kit, Nutrisystem), or short-form versions of successful long-form infomercials (Total Gym, Proactiv, Swivel Sweeper). Such distinctions are important because they distort the picture.

In the former case, the economics of a CPA/lead-gen campaign are completely different than a campaign driven by a CPO. That's because the customer may have a lifetime value in the hundreds or even thousands of dollars, so high CPOs that would quickly kill a traditional campaign can be acceptable.

In the latter case -- short-form versions of long-form hits -- the buyer has been "pre-sold" by the infomercial. In this scenario, the short-form simply becomes another channel of sale (e.g. retail, the Web) driven by the long-form advertising.

I call these distortions because DRTV novices will look at lists like the IMS 50 and tend to draw erroneous conclusions about what products and product categories they should pursue.

Take fitness. Looking at this year's IMS list, we might be tempted to conclude that a medium- to high-priced fitness item is a solid bet in short form. The No. 1 item of the year is the AB Lounge XL. The No. 5 item is the Total Gym. And the No. 10 item is the Bowflex Tread Climber.
But if any of these products had tried to launch using CPOs and spot advertising exclusively, it would have bombed quickly and disappeared. That's because short form is the wrong form for fitness items over $20 (with rare exceptions). The overwhelming majority of hits on the list were infomercial hits first.

There is a third trend reflected in the IMS list this year that also bears mentioning: Several companies that view DRTV as a traditional advertising expense made the list. Again, this distorts the picture because such companies use DRTV media in a completely different way than a pure-play DRTV player would. They see it simply as discounted media, and could care less whether they get an immediate sale or not.

This is perhaps the most troublesome trend because another way of saying "an immediate sale" is "a direct sale." And if the top 50 DRTV lists no longer represent products and services that sold well direct, the whole exercise has become pointless.

That said, the traditional DRTV items that did make the list this year stand out even more than in previous years because they were competing at a relative disadvantage. Unlike their rivals, they had to deliver immediate sales and immediate profit in order to keep airing.

This part of the IMS list I will reproduce here, if only to let my readers see how short the "real DRTV" hits list really is!

1. Perfect Pushup (#6 on the IMS list)
2. Urine Gone (#19)
3. Tweeze (#20)
4. Patch Perfect (#24)
5. Listen Up (#36)
6. Infinity Razor (#43)
7. Hercules Hooks (#44)
8. My Lil' Reminder (#48)

New This Week: GroutStar, ProGauge, Lids Off Jar Opener and more

I'm back on track and all caught up, so here's a timely report on the latest DRTV spots to air.

1. GROUT STAR ($19.95) is a kit for cleaning and sealing grout. The main claim: "Restore your grout to like new," and "apply it just once,and you’ll never scrub your grout again." The offer includes a bottle of deep cleaner, a bottle of sealer, an application brush and a chamois. The bonus is a bottle of Permashine (adds shine to tile) and a grout repair kit for fixing missing or damaged grout. www.GroutStar.com
Product (D7) Score: 7 out of 7*
Commercial Rating: Poor**
Comments: This is a winning product idea (7 out of 7!) saddled with a bad commercial. To fix this spot, I would start over with a new spokesperson, shoot 'wow' demos that capture the transformative effect of the product, and clarify the strong but confusing offer --among other things. With the right commercial behind it, this could be a major hit.

2. PRO GAUGE ($19.99) is a gauge that screws onto a propane tank and tells you how much gas you have left. The main claim: "Never run out of gas again." The bonus is a 19-piece cutlery set with carrying case (just pay S&H). This is a Telebrands item. www.PropaneGasMeter.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This product is out of season and will fail for that reason alone. But even in season, it would face several challenges. First, the running-out-of-propane problem is not very painful, in my opinion. It doesn't happen often, and most BBQ grills have some built-in method for determining when you're running low on gas. Many people even buy a back-up tank as a solution to this problem. Second, the price is high relative to the value: A gauge for $20 is just not a compelling deal, even with the knives thrown in.

3. LIDS OFF JAR OPENER (2 pay, $24.99) is a countertop appliance for opening jars. The pitch: "Takes the struggleout of your hands at the touch of a button." No Bonus. This is a Black & Decker item. www.BuyLidsOff.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product isn't unique -- similar solutions exist, including a modest hit/line extension called the One Touch Jar Opener -- and it is priced high for DRTV. However, this is a great holiday item and should do well enough in the run-up to Christmas to justify its budget.

4. FULL BAR (Soft Offer) is a weight loss plan featuring all-natural bars. Before every meal you eat a bar, drink a glass of water and then wait 30 minutes before eating. The main claim: "Clinically proven to help people lose an average of 40% of their excess body weight in just three months." www.FullBar.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: P.T. Barnum is reputed to have said, "There's a sucker born every minute." Some marketers believe you should add to that phrase, "especially when it comes to dieting." But even the most gullible dieters won't fall for this obvious ploy. Eat less by filling up your stomach with healthy stuff before every meal? If people could live by those rules, they wouldn't be spending millions on diet products that promise you can eat all you want and still lose weight!

5. POWER TWIST ($199) is an exercise device for improving your twist. www.PowerTwist.us
Product (D7) Score: 2 out of 7*
Commercial Rating: Awful**
Comments: I only included this spot in my report so I could, for the first time ever, use the "awful" rating. Enough said!

Sources: “New Spots for Week Ending 12/7/07,” IMS (1, 2, 4, 5); "Vol. XVII, No. 8-B for 12/7/07," Jordan Whitney (3)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

New This Week ... and last week, and the week before that

I am way behind on my new items reports. The fourth quarter blues have given way to the madness of first quarter preparations. At the same time, many DRTV players (including me) have decided to test in December despite the horrible media environment. All of this means things have been hectic, to say the least.

To catch up, here's a quick report that combines three weeks' worth of new items. I only had time to evaluate the first six. The rest of the report is for informational purposes only. I promise I'll do better in the new year ... but focusing on my 2008 hits has to come first!

1. AQUA GLOBES ($14.99) are decorative glass bulbs for keeping house plants properly watered. The pitch: "Add beauty to your plants and keep them perfectly watered every day." The complete offer with bonuses is four globes -- red, blue, green and rainbow -- with gift boxes for each. This is an Allstar item and a Blue Moon commercial. www.BuyAquaGlobes.com
Product (D7) Score: 6 of 7*
Commercial Rating: Good**
Comments: Fred Vanore does excellent work, and this commercial from his studio is no exception. It hits all the key selling points and employs all the right DRTV techniques in a clear and compelling way. As for the product, it has the potential to be a winner if it can overcome two weaknesses that I see. One, it's a piece of art. That's good for the perceived value, but risky from a taste perspective. Some people just may not like it. Second, it has a crediblity issue. It's hard to believe an open-ended spout will correctly water even delicate tropical plants without overwatering them.

2. MONEY CLAMP ($19.95) is an ultra-slim combination wallet and money clip. The main claim: "Holds the same amount in one-third the space of a regular wallet." The bonuses are two additional clamps (without the wallet), one metal and one plastic. www.MoneyClamp.net
Product (D7) Score: 6 out of 7*
Commercial Rating: Poor**
Comments: Some of the D7 criteria are more critical than others. For example, an item lacking in credbility may succeed despite that shortcoming. But there are some criteria that are inviolable, and being unique is definitely one of them. This product fails in that category, and the cheesy quality of the commercial won't help either.

3. CHIC SHAPER ($19.99) is an undergarment that is worn over the bra to correct posture. The added benefit is it lifts and enhances the bust. The pitch: "Instant results that will get you noticed." Comes in choice of black, white or beige. The bonus is clear straps for evening wear. This is an Ontel item and a Sullivan commercial. www.ChicShaper.com
Product (D7) Score: 5 of 7*
Commercial Rating: Good**
Comments: Sully's team does great-looking commercials that add perceived value to any DRTV product, and he hits all the right selling points in this spot. The only issue I had was clarity, which may be a shortcoming of the product itself. It takes a while to understand this isn't a bra. Rather, it's an undergarment that works with the bra. And viewed in that light, it becomes less compelling. The real problem this product is solving is poor posture, and that may not be a big enough problem to compel women to buy it.

4. SMART LIDZ ($10) are silicone lids that fit any size bowl. The pitch: They create a vacuum seal that locks in freshness. The offer includes four lids of various sizes, then they double the offer. The bonus is a jumbo lid free, just pay S&H. No URL.
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This Chef Tony commercial has a lot going for it. Great demos, great presentation and a great offer. However, the product doesn't solve a painful problem in my opinion. Or, at least, there are a lot of other solutions to the problem on the market, from vacuum sealers to whistling Tupperware. Additionally, it has a credibility problem. It's hard to believe these lids will stay on, let alone create a vacuum seal.

5. ROTO WRENCH ($19.95) is a box wrench that adjusts to any size bolt. The pitch: It has 16 sizes in one and 12 gripping teeth so it grips and won't slip. The bonus is an "always straight nail gripper" that holds a nail straight while you hammer it. No URL.
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: Tools are always a tough sell, in my opinion. Yes, there have been several hits in this category, but you have to have something uniquely compelling with multiple uses. This product doesn't hit that bar. It addresses a nuisance, not a painful problem, looks weird and lacks credibility.

6. COLD HEAT GLUE GUN ($24.99) is a cordless glue gun for crafts. The pitch: Heats up "seven times faster than a typical glue gun." The offer includes a charging base and eight glue sticks. The bons is 100 glue sticks free, and free shipping. www.ColdHeatGlueGun.com
Product (D7) Score: 2 out of 7*
Commercial Rating: Good**
Comments: This is a bad extension of the Cold Heat brand, which is male-oriented and stands for "a soldering iron that rapidly cools." This glue gun is female-oriented and, as far as I can tell, doesn't cool down any faster than a regular glue gun. Additionally, it fails five of the Divine Seven. It's not all that unique. It has limited appeal (craft people only). It doesn't solve a painful problem. It's $5 too expensive for DRTV. And it lacks credibility. Other than that, I love it!

7. NAPA GRAPE LIGHTS ($14.99) by Telebrands are decorative hanging lights that look like bunches of grapes. www.NapaGrapeLights.com

8. LONG LITE (24 for $19.95) is a disc that sits in the bottom of a light bulb socket and extends the life of the bulb up to 300%. www.LongLite.com

9. PETICURE ($29.99) is a cordless nail buffer for cats and dogs. www.Peticure.com

10. DREAMSHIELD ULTRA (Soft Offer) by Homedics is a mattress and pillow cover/protector that keeps out the dust mites that aggravate allergies and asthma. www.DreamShield.com

11. HOT LEGS ($19.99) are strips of cold wax with anesthetic for "pain free"' hair removal. www.BuyHotLegs.com

12. BETTY CROCKER ALL-IN-ONE (2 pay, $14.95) is a set of fill-and-bake pans. No URL.

13. DOUBLE-TAKE BRA (2 pay, $19.95) is a bust-enhancing bra. www.DoubleTakeBra.com

14. CHIRO WALLET ($19.95) is a wallet designed to prevent chiropractic problems related to sitting on a bulky wallet. No URL.

15. L'AZZIO ($24.95 trial) is a hot air stlying brush that straightens, volumizes and curls. www.LazzioStyler.com

16. INSTACURLS (2 pay, $19.95) is a set of curlers that comes with a microwaveable cap for setting the curls. The pitch is "curls in two minutes." www.InstaCurls.com

Sources: “New Spots for Week Ending 11/16/07, 11/23/07 and 11/30/07,” IMS; "Vol. XVII, No. 5-B, 6-B and 7-B for 11/16/07, 11/23/07 and 11/30/07," Jordan Whitney

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.