SciMark Report from December Response

My SciMark Report for December is now available on the Response Website.

For my last column of the year, I featured a 'pizza pitch-off' between IdeaVillage's My Perfect Pizza [ss] and SAS Group's Pizzalicious [ss].

I also reviewed a completely unique and somewhat bizarre new item called Zoom 300. [ss]

Facelift Bungee

Description: Stretchy hair combs
Main Pitch: "The affordable alternative to cosmetic surgery"
Main Offer: $10.99 for one with accessories and 10X mirror
Bonus: Double the offer (just pay P&H)
Marketer: Hampton
Website: www.FaceliftBungee.com
Prediction: Unlikely to succeed

I may be way off base here, but I can't see women buying this. It seems like such an obvious gimmick, like a throwback to the days of Ronco's hair in a can. Yes, GLH was a big success, but this is a different time and the bar has been raised.

Cami Shaper

Description: A slimming camisole and bra
Main Pitch: "The same lift and suport of the Genie Bra, the super comfort of a camisole, and slimming benefits of shapewear"
Main Offer: 3 pay of $19.99
Bonus: Free shipping
Starring: Stella Riches
Marketer: Tristar
Website: www.CamiShaper.com
Prediction: On the fence

This is a line extension of the Genie Bra, but it could just as easily have been a line extension of Ontel's Cami Secret -- and probably should have been.

That said, shapewear is a little played out these days. I'm not confident the timing is right for a new hit in the category -- even with the added benefits of this product and the red-hot success of Genie Bra at retail. So while this will probably do well as a retail line extension, I don't see it doing well on short-form DRTV.

Supporting my prognosis: A similar concept failed less than a year ago.

Sweep Easy

Description: A sweeper
Main Pitch: "The revolutionary 3-in-1 super sweeper that cleans everyday messes on any floor type"
Main Offer: $19.95 for one with Buffer Ball attachment
Bonus: 2nd one (just pay P&H)
Starring: Beau Rials
Website: www.BuySweepEasy.com
Prediction: Unlikely to succeed

Solid creative and pitch, but I don't like the product or the category. The problem the product solves is low on the problem scale, and the category is just so crowded these days. In fact, I'd be hard pressed to come up with a single example of a successful floor-care product in the last few years -- at least from short-form DRTV.

Weekly Round-Up

Pump N Chop

1. Ab Carver Pro. Pitch: "Carve your core." Comments: From the guy who created the Perfect Pushup, but it's not clear if it's BodyRev. In any case, this is a new and improved version of the old school Ab Wheel, and I can see it doing well. [ss]
 
2. Armor Guard. Pitch: "Makes your smart phone screen practically indestructible." Comments: Great problem solver, but similar solutions are widely available at malls and electronics stores such as Best Buy. [ss]
 
3. Bake A Bone. Pitch: "The all-natural dog treats you make right at home." Comments: My experience with Doggy Time Treats indicates this isn't a DRTV category. The price of this item is also too high. [ss]
 
4. Chiptastic. Marketer: Ronco. Pitch: "The no-guilt microwave potato chip maker." Comments: As I showed recently, the microwave has lost its cachet. This concept was successful in 1996 under the name Micro Chip, but it failed in 2011 as Top Chips and then again as Chip Wave. In DR, the third time is never the charm. [ss]
 
5. Go Go Pillow. Marketer: Harvest. Pitch: "The plush, comfortable, multi-function pillow that fits any tablet, anytime, anywhere." Comments: Proof the pillow craze has gone too far. I am still searching for evidence that tablet accessories can work on DR. [ss]
 
6. Hipzbag. Pitch: "An infinitely cooler, hipper incarnation of the fanny pack." Comments: Unlike Buxton Bag, this bag is more fashion than function, which is never a good strategy for DR. [ss]
 
7. Impress Manicure. Pitch: "The revolutionary way to apply polish." Comments: Strikes me as too retro for the modern marketplace. It's essentially a fancier version of Lee Press-On Nails from the 1980s. [ss]
 
8. One Wipe. Pitch: "Instantly restore your car's finish to its original showroom look." Comments: The success of Wipe New (No. 1 on the IMS chart this week) has gotten everyone's attention. But if any product is going to compete at retail, it's going to be IdeaVillage's Detail Doctor (formerly Crazy Coat). [ss]
 
9. Pocket Vac. Marketer: Allstar. Pitch: "The amazing handheld table vacuum that cleans up all of life's little messes." Comments: A 'fast fail.' [ss]
 
10. Pump N Chop. Marketer: Allstar. Pitch: "The new way to make salads, salsa and more -- all with just two fingers." Comments: Written by yours truly ... but also a 'fast fail.' Oh well! [ss]
 
11. Save Your Do. Pitch: "The fashionable way to save your hairstyle while at the gym, exercising outdoors, or living an active lifestyle." Comments: Amateur hour. [ss]
 
12. Shoe Flavors. Pitch: "Create shoes unique to your style that no one in the world can own." Comments: Not right for DRTV. In fact, not even close. [ss]