SciMark Report from September Response

My SciMark Report for September is available on the Response Website.

Reviews include: Tag Away [ss], No Mess Kitchen Board [ss] and Pleasure Pedic [ss].

Weekly Round-Up

Hulk Hogan is now pitching pain relief

1. Ab & Thigh Shuffle. Pitch: "Burn calories and fat in just minutes a day." Comments: Yet another fitness project making those classic claims the FTC just loves. [ss]
 
2. Active Relief. Starring: Hulk Hogan. Pitch: "Reduce pain in as few as 7 days." Comments: Speaking of the FTC ... And poor Hulk! First PumMagic. Now the video for this campaign has been removed (never a good sign). Guy just can't seem to get hooked up with a good DRTV campaign! [ss]
 
3. Epi Smooth. Pitch: "Lasts longer than shaving." Comments: Hot category, weak product. I could not discern a real point of difference. [ss]
 
4. EZ Vue. Pitch: "The lightest, most convenient reading glasses ever." Comments: This concept has failed multiple ways and multiple times (see My Lil' Readers). It's just too easy to walk into a drug store and find dozens of options. [ss]
 
5. Green Glider. Starring: Jason Williams. Pitch: "End the disposable trend." Comments: My perception is that every attempt to pitch against Swiffer has failed. My instinct is that people love the product and don't care that they have to buy replacement pads. [ss]
 
6. Lap Pro. Pitch: "The amazing hands-free stand for e-readers, tablets and books." Comments: Allstar tried a few products like this (e.g. Happy Sack) without success. [ss]
 
7. PoniLox. Pitch: "The only pivoting hair comb that easily creates instant updos." Comments: Another one of the 50 hair projects that will be tried this year in hopes of it being the one that catches on. [ss]
 
8. Seal 'R' Up. Pitch: "The easy way to seal up any bag instantly." Comments: Still a bad idea. [ss]

Genie Jewels

Description: A ring and necklace set
Main Pitch: "Contains a powerful magnet that lets you switch the stones instantly"
Main Offer: $19.99 for the ring and necklace
Bonus: Additional stone for each, gift box, certificate
Marketer: IdeaVillage
Producer: Concepts TV
Website: www.GenieJewels.com
Prediction: Unlikely to succeed

Jewelry, like clothing and fashion, is a tough sell on DRTV because the buying decision involves matters of taste. The difference-maker is when the product solves a real problem. For example, normal "wear" (i.e. clothing) would never sell on DRTV -- too many choices and tastes -- but shapewear sells because it conceals fat.

Returning to this project, IdeaVillage once used magnets to solve the problems caused by tiny jewelry clasps. The resulting campaign (Clever Clasp) was a solid success. But using magnets to allow woman to change stones is just a gimmick, and that means this product will only succeed if somehow a lot of women like the look of this set and feel they can't get it elsewhere.

SciMark Report from August Response

I'm a bit late in noticing this, but my SciMark Report for August is available on the Response Website.

Reviews include: EZ Eggs [ss] & Egg Gourmet [ss], Stick N Click [ss] and Neat Keeper [ss].

Triple Duel! Two new hoses enter the arena

www.XHose.com

For only the second time in recent DRTV history (first time here), a triple duel is now underway. Actually, it's a 'dual duel' between two players trying to be second to market after X-Hose, which I reviewed in the June issue of Response magazine. Here are the challengers ...

Pocket Hose

Main Pitch: "The hose so small, it fits in your pocket"
Main Offer: Starting at $12.99
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Adcomm
Website: www.PocketHose.com
Prediction: On the fence

Flex-Able Hose

Main Pitch: "Expands up to three times its original length"
Main Offer: Starting at $19.95 with a 7-way spray nozzle
Bonus: 2nd one with spray nozzle (just pay P&H)
Marketer: Tristar
Website: www.FlexableHose.com
Prediction: Unlikely to succeed

As if the innuendo weren't strong enough with "X Hose," Telebrands had to go and name their version (which you can watch "grow and grow and grow" to a "long, full-size hose") the "Pocket Hose"? What's next? "Trouser Snake," the clog-clearing tool that fits in a man's pants pocket?

Joking aside, I like Telebrands in this 'dual duel' because they hit a lower price point and actually put a little positioning work into the project, rather than just following what had been done before. Also, this is clearly a retail play, and Telebrands' total dominance at retail is apparent.

That said, both projects are very late to market, which is to say X-Hose has a huge headstart. Unless the distribution team for that program is dropping the ball, I can't see either of these also-rans taking much market share.