May 28, 2019

New & True: Lash Ease

Description: A fiber lash mascara
Pitch: "Instant lash lift with buildable volume"
Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Rank: No. 33*
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Lash enhancement has a long and mostly disappointing history. Prior to last year, you'd have to go back to 2004 to find a 'true top spender' in the lash category: SAS Group's Dream Lash (No. 45 that year). Everyone took a shot, though.

IdeaVillage teamed up with Guthy-Renker to try Lash Appeal in 2011. Media Enterprises tried with Lashfull in 2012. Ontel tried with Max Lash in 2014.

Many of these commercials featured Taylor Baldwin, who finally hit with 3 Second Lash, No. 49 on the 2018 Mid-Year True Top 50. That was an Allstar campaign as well, making this their second rollout in as many years.

* DRMetrix Weekly Top 40, Short Form Week 21 (Source: AdSphere)

May 06, 2019

New & True: Full Crystal Full Exterior

Description: A home exterior cleaning solution
Pitch: "Clean all the dirt & grime from around your house in no time"
Offer: $19.99 for one with bag of cleaning crystals
Bonus: Double the cleaning crystals (just pay a separate fee)
Brand: Fuller Brush Co.
Starring: Jon Florell
Marketer: Hutton-Miller (2018 True Top Producer)
Producer: SAS Group
Rank: No. 13*
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This is a sequel to Full Crystal, which was No. 24 on the 2018 True Top 50 and is ranked No. 14 this week.

It is the fourth entry under the Fuller Brush Co. brand. The others were Pane DR (No. 42 on the 2018 Top 50) and Roto Sweep.

* DRMetrix Weekly Top 40, Short Form Week 18 (Source: AdSphere)