February 09, 2021

True Top 10 (January 2021)

Last year, I experimented with the idea of reporting on the top 10 campaigns from the month before. This year, I'm going to make it a regular feature.

To kick things off, here is your True Top 10 for January 2021:

  1. Bionic Spotlight
  3. Cool Turtle
  5. Angel Sleeper
  7. Guardwell Face Protector
  9. Copper Fit Ice Knee Sleeves
  11. MicroTouch Titanium Trim
  13. Bell+Howell TacShaver
  15. Flawless Salon Nails
  17. Flawless Cleanse Spa
  19. Gotham Steel Stackmaster

IdeaVillage dominates with 60 percent of the top campaigns. Emson takes the top spot and 30 percent of the chart. Telebrands surprises with a perfectly timed, innovative No. 2 hit. Let's see what happens this month!


In just a few days, I will be releasing my much-anticipated True Top 50 chart for 2020 and also announcing my annual True Top Marketer and True Top Producer. Stay tuned!

MicroTouch Titanium Trim

Description: A hair cutting tool
Pitch: "If you can comb it, you can cut it"
Offer: $29.99 for one
Bonus: 4 combs, guard attachment, cleaning brush
Brand: MicroTouch
Marketer: IdeaVillage
Producer: Blue Reef
Visit Website

This is another new twist on Old Gold. The original hit was IdeaVillage's Just-A-Trim, which was No. 27 on the 2005 JW Annual.

IdeaVillage brought the concept back, in part, with MicroTouch Switch Blade in 2013.

Finishing Touch Flawless Salon Nails

Description: A mani/pedi tool
Pitch: "Stunning results -- like you just stepped out of the salon"
Offer: $19.99 for one with free shipping
Bonus: Six heads (free)
Brand: Finishing Touch Flawless
Marketer: IdeaVillage/Church & Dwight
Producer: Blue Reef
Visit Website

The product is reminiscent of the nail buffers that battled it out in 2015, including one from IdeaVillage called Naked Nails.

Finishing Touch Flawless Cleanse Spa

Description: A spinning brush
Pitch: "Cleanse, massage and exfoliate your skin with one beauty tool"
Offer: $29.99 for one with free shipping
Bonus: Three heads, shower hook (free)
Brand: Finishing Touch Flawless
Marketer: IdeaVillage/Church & Dwight
Producer: Blue Reef
Visit Website

This brings Spin Spa into the Flawless family. That product was a 2006-2007 IdeaVillage hit that came back and was No. 4 on the 2017 True Top 50.

Gotham Steel Stackmaster

Description: Stackable nonstick cookware
Pitch: "The cookware you can stack to get your space back"
Offer: 4 pay of $39.99 with free shipping
Bonus: Basket fryer, steamer basket, 5-piece utensil set
Brand: Gotham Steel
Marketer: Emson
Producer: Hutton-Miller
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(See also Granitestone Stackmaster.)