New This Week: Blox, Super Juicer, Pro Caulk and more

This post features products (first and last entry) by two players with the same family name. I welcome the family back to launching new DRTV products after what has been perhaps the most successful run in industry history.

1. BLOX ($19.99) is a spray that makes fabric repel stains. The pitch: “Blocks stains before they start.” Specifically, it repels “organic, water-based, oil-based and combination stains.” The offer is for two bottles of the In-Wash Fabric Protector. The bonus is a bottle of the Quick-Spray Fabric Protector. This is a Vision Company product. www.BloxTvOffer.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Excellent!**
Comments: This product comes from an unfamiliar company headed by someone with a very familiar name: David Appel. That’s right, the same family that brought you Orange Glo and OxiClean is at it again, and they may just have another hit on their hands. The commercial is nothing short of brilliant, evoking the early days of the Billy Mays and OxiClean. Pitchman Jason Williams deftly performs one magic demonstration after another. It's galvanizing, perhaps enough to overcome the weaknesses of the product. I see two. One, this product prevents a problem instead of solving one, and prevention typically doesn’t sell. (Thought experiment: Name at least three well-known stain removers. Now try to name three well-known stain preventers.) Two, I think many people will have concerns over what this liquid does to fabrics. The first FAQ on the Web sit makes it clear the marketing team is aware of this problem and concerned about it. They claim the product “will NOT change the look, feel, or breathe-ability of fabrics,” but that’s a difficult credibility barrier to hurdle with just words.

2. SUPER JUICER ($14.95 trial) is a 700-watt, stainless steel juicer. It features an oversized feeder and a pulp collector that double as a food processor. The pitch: "Get fresh, all-natural juice in seconds" that makes you "feel youthful and energetic." The offer includes free shipping. The bonus is a recipe book. This is an Emson product under the Sharper Image brand. www.InfinitiJuicer.com

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: The marketers behind this campaign obviously couldn't decide what they wanted to call the product. The spot calls it the "Sharper Image Super Juicer." The Web site calls it the "Bell & Howell Super Juicer." The URL indicates it was once called the "Infiniti Juicer." I call it "a late attempt to capitalize on the success of the Jack LaLanne Juicer." (Tough URL, I know.)

3. PRO CAULK ($19.95) is a silicone tool for applying caulk. The pitch: "The only hassle-free way to apply silicone with no mess and a perfect finish every time." The offer includes one large and one small tool. The bonuses are a mini-tool for hard-to-reach areas, a silicone remover tool and a tube of silicone. The kit comes with a five-year guarantee. This is a National Express product and a Concepts commercial. www.BuyProCaulk.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is an old product under a new name. Back in 2006, it was on TV under the name "Pro Seal." For some reason, it disappeared and has now resurfaced under the current name. Based on the number of times I've seen this commercial lately, I have to guess it's successful. But I can't imagine that success will last for long. That's because the market is limited. The item only appeals to people with an interest in doing their own caulking. DIYers at this level are a substantial market, but they aren't the mass market. Caulking is also an infrequent occurrence. As for retail, this item is virtually indestructible, which means zero repeat purchases. If the caulk is special, there could be a continuity business there. Otherwise, I predict people will buy this once, use it twice and keep it in a drawer forever. As for the commercial, I like it because it's simple, focusing on the most important thing when you're marketing this kind of item: frequent, close-up demonstrations. The producer also did an excellent job of building an offer around something that, by itself, looks like a $1.99 value

4. PIXOS ($29.95) are multi-color beads that stick together when you spray them with water. The pitch: "Just pop and spray for patterns that stay." The offer includes a workstation with a built-in fan for drying the creations, 1,000 multi-color beads, Pop Pens that dispense the beads and several design trays. The bonus is double the entire offer. This is a Spin Direct product and a Miller Direct commercial. www.BuyPixos.com

Product (D7) Score: 4 out of 7*
Commercial Rating: Good/Excellent**
Comments: Every production company has at least one product category they handle better than anyone else in the industry. I think of Blue Moon and pet products, LoudMouth TV and fitness products and, without a doubt, Miller Direct and toys. This is another fine example of their work. The product itself faces all the usual challenges a kid's product faces, but that doesn't seem to matter much in the hands of the Miller team. They are the best at creating winners in this lucrative niche category. There is only one potential dark lining to this silver cloud, but I won't belabor it.

5. AAAH (Free Trial) is a foaming cleanser that makes toilet paper moist. The pitch: “Makes ordinary toilet paper extraordinary.” The offer is for one bottle that can make up to 300 toilet paper "wet wipes." The bonus is a 1.6-oz travel size. www.ByeByeDry.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is another Appel product, this time from the patriarch of the family: industry icon Max Appel. Mr. Appel took OxiClean from zero to a multimillion-dollar brand that was eventually acquired by CPG powerhouse Church & Dwight. In other words, he knows a lot more about direct selling than I do. Yet I still must conclude that this product is unlikely to succeed. That's because it doesn’t have a real reason for being. If people want wet toilet paper, they’ll buy the name-brand, pre-moistened variety. If they don’t,  advertising isn't going to change their minds. This product is also handicapped by the "embarrassment factor." As the marketers of Just A Drop and FREE! have no doubt discovered, it’s hard to sell a product that solves an embarrassing bathroom problem. It's also hard to advertise such a product without the commercial devolving into self-parody. For this, I give the producer credit. He did an excellent job with what he was given. The spot uses just the right dose of humor, hits most of the proven DRTV techniques and still manages to retain a brand feel. Nicely done.

Sources: “New Spots for Week Ending 9/12/08,” IMS (5); “New Spots for Week Ending 9/19/08,” IMS (2);  "Vol. XVII, No. 46-B for 9/19/08,” Jordan Whitney (1, 4)

* 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: Iron Gym, Shoes Under, Perfect Patty and more

Now is one of the best times of the year to test DRTV items. That's because it's a "goldilocks" media environment: both media rates and response levels are just right. Not too high and not too low. So if an item tests well now, you know it's for real. Perhaps that's why I'm noticing a consistent run of solid products from experienced players. Here are a few more examples.

1. IRON GYM ($29.99) is a multi-functional exercise bar. It can be used to do pull-ups, sit-ups, push-ups and dips. As a pull-up bar, it uses friction to lock onto a doorframe, so there's no installation required. The pitch: "It turns any door into your own personal gym in just seconds." The offer includes a workout guide. The bonus is a pair of hanging ab straps. This is an Ontel product and a LoudMouth TV commercial. www.BuyIronGym.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: This product taps into a short-form trend started by BodyRev: fitness items specifically targeted toward younger men. Like BodyRev's products, this item is priced high for TV. But price doesn't seem to matter as much to this new DRTV demographic, as evidenced by the staggering success of Perfect Pushup (it was the only short-form DRTV item of 2007 that made it onto both annual charts). The commercial also follows a newer formula, forgoing some of the  Tried & True DRTV Techniques in favor of "amping up" its audience with lots of ripped muscles and tough-guy talk. LoudMouth TV's Annika Kielland is one of the best in the business when it comes to this format. I've admired some of her earlier work, and she does an excellent job here again.

2. SHOES UNDER ($9.99) is a shoe organizer and storage solution. It's designed like a dresser drawer with a clear cover that zippers closed, and it has 12 compartments. The pitch: "Keeps 12 pairs of shoes neatly separated, so its easy to find just the right shoes when you need them." The offer is buy one, get one free (just pay separate S&H). This is a TeleBrands product. www.ShoesUnder.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a practical problem solver with a lot of DRTV potential. Historically, this has been a good category for TV. TeleBrands should know: It practically pioneered the category with its Shoes Away product in the 1990s. Today, shoe organizers abound, and that's the only problem I can see with this product: It's entering a crowded category. As for the commercial, it utilizes many of the DRTV techniques and flows well from start to finish. Missing are a good value comparison and a strong satisfaction guarantee, two things that are easy to include and too often overlooked. I would also liked to have seen a contrast with other shoe storage solutions, since this is the main challenge the product faces. However, the offer presents a great value, and that might be more than enough to make this a hit.

3. PERFECT PATTY ($19.99) is a device for making hamburger patties. You put chopped meat into a cylinder, press down with a plunger, insert a divider and repeat until the cylinder is loaded with patties. The pitch: "Just load, press and [it] does the rest. Your hands never touch the meat." The offer includes a set of dividers and an airtight lid for storing the patties in the freezer or a cooler. The bonuses are a measuring scoop, a recipe guide and a smaller version for making mini hamburgers. This is an Eagle Eye product and a Miller Direct commercial. www.PerfectPatty.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: It's awfully late in the grilling season to be introducing this product. Perhaps the marketer is just looking for a read, and plans to reintroduce the item next summer. If that's the plan, and I hope it is, the item has a good shot at working. Besides its seasonality, it has only one real weakness: It doesn't solve a painful problem. Making hamburger patties is a minor inconvenience, and you can buy great hamburger patties pre-made at the supermarket. As for the commercial, it hits all the right points and uses most of the proven DRTV techniques. Miller Direct did solid work again.

4. STEP 'N SHINE (2 pay, $19.99) is a floor mat that illuminates when you step on it. It also sends a wireless signal to additional wireless "puck" lights up to 100 feet away. Stepping again turns the lights off. The pitch: "No wires, no cords and no clapping." The offer includes the Activator Mat, two wireless lights and two light hooks. The bonus is a third light and hook free (just pay S&H). www.StepNShine.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: Cut the price in half and go back in time a few years, and this item would be a major hit. But today, at twice the recommended price for a short-form DRTV item, this product doesn't have a chance. That's because the wireless lighting category is saturated with solutions that have been all over DRTV. And I do mean saturated: Of the top five players in the short-form DRTV industry, four have successful lighting solutions on the market! (In case you're wondering, the product names are Handy Switch, Stick Up Bulb, Stick 'N Click and Quik-Brite.) This innovative product tops them all, but it won't matter. "Better than" products seldom work on DRTV. Being perceived as new and unique is much more important. Just ask the half dozen companies who have tried and failed to market wireless lighting solutions since the big boys launched theirs. As for the commercial, it's well produced, easy to understand and makes good use of testimonials. With the exception of the price, the offer is also strong.

5. ECO CANTEEN ($9.99) is a stainless steel water bottle. The pitch: “Save money, save the environment and protect your family’s health” by filling this with tap water instead of buying bottled water. The pitch: Plastic bottles can "leach toxins into the water your drink," and 80% are "never recycled ... lasting over 700 years in landfills." The offer is for one 26-oz bottle. The bonus is a tote that goes over the bottle and keeps beverages cold (just pay P&H). www.EcoCanteen.com

Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This product isn't unique or right for the mass market, and it doesn't solve a perceived problem. Most people are more than happy with their bottled water, as evidenced by the continued strong sales in the category. As for the commercial, it misses many of the DRTV techniques and starts off with two problems that aren't going to resonate with most viewers. Toxic water bottles? Far fetched and, as the saying goes, "prevention doesn't sell." Saving the environment from discarded bottles? As I explained in an earlier post on "green" marketing, studies show most consumers aren't motivated by environmental concerns. That said, the commercial isn't bad. There just wasn't a lot to work with here.

 

Sources: “New Spots for Week Ending 9/5/08,” IMS (2); "Vol. XVII, No. 44-B for 9/5/08,” Jordan Whitney (1, 5); "Vol. XVII, No. 45-B for 9/12/08,” Jordan Whitney (3-4)

* 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: Sticky Swat, Gator Grip, Point 'N Paint and more

It's not unusual to see "new" TV products that are inspired by hits from the past. Many people subscribe to the "old is gold" school of thought and look for ways to bring back products that have worked before. But second-time success is by no means guaranteed. Indeed, of the five products I analyzed this week, four appear to have been inspired by previous DRTV items (every one but the first one). Yet only one (#2) has the potential to become a hit in my opinion.

1. STICKY SWAT ($19.95) is a device for trapping and disposing of bugs. It looks like a fly swatter, but the swatter part hinges open to reveal a sticky compartment that grabs the bug. It's also spring-loaded, so it shuts with the flick of a wrist. The offer includes six sticky traps (fly papers). The bonus is 18 more for a total of 24 traps. This is a MasterCore Technologies product. www.StickySwat.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: It's awfully late in the season for this item to be testing on TV, but in season I think it could be a winner. Part of the reason is the commercial, which is very well done. It has a high-quality, brand feel yet seamlessly integrates the T&T techniques. My only criticism is the offer, which seems weak.   

2. GATOR GRIP SUPER G ($19.95) is a universal socket with a ratcheting handle. The pitch: "Retractable steel rods" inside the socket "self-adjust to fit any size fastener, then hold on tight while the powerful ratchet action does the hard work for you." The bonus is an adapter that converts the tool to a ratcheting screwdriver, plus four screwdriver bits. This is a National Express product. No URL

Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is an old item trying to make a comeback. It was a hit in the 1990s, and a bonus for a hit (IdeaVillage's Grip Wrench) in the early part of this decade. The original came with a traditional ratchet while the new "Super G" is permanently attached to an innovative and ergonomically designed ratcheting handle. I think the upgrade was necessary to increase the perceived value of the product. However, the offer is still fairly weak in my opinion. If the campaign doesn't work, a bigger offer with some better bonus items should be tested. As for the commercial, it hits almost all of the DRTV techniques. The only thing I didn't notice was a strong value comparison.

3. BACK BOOSTER ($19.95) is a back-support pillow. The main claim: It's "the ultimate in portable lumber support that can offer relief from backaches when sitting." The offer includes a nylon storage bag. The bonus is a second one free (just pay S&P). This is a Greenberg Chiropractic product invented/pitched by chiropractor Jonathan Greenberg. www.BackBooster.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This product isn't unique, exciting or credible (despite the chiropractor endorsement). Similar solutions have been around for years, long enough for people to know they are limited in their effectiveness. Even if the item were new, it would struggle on DRTV because it isn't demonstrable. Ontel's Seat Solution is perhaps the closest a similar item has come to DRTV success. As for the commercial, it makes good use of testimonials, but feels slow and sleepy.

4. POINT 'N PAINT ($19.99) is a triangular painting tool. The pitch: You can "paint a room in under an hour" because it makes edging easier, "holds five times the paint of a roller and has eight times the painting surface of a brush." It also features a screw-in pole for reaching ceilings. The offer includes the pole and a special paint tray. The bonuses are a mini-version called the "Mini Edger" and replacement pads for life (just pay S&H). This is an Adcomm commercial featuring Anthony Sullivan. www.PointNPaint.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This product's design resembles Ontel's Glass Wizard. And while that design may be good for cleaning glass, I have trouble believing it could be used for painting. I get that its triangular tip is probably useful for edging (although an edger is included as a bonus), but I don't get how smearing paint on a wall is better than rolling it on or brushing it on. Looking at the product on TV, I also think the claim that its pad can hold five times the paint of a roller, or cover eight times the surface of a brush, isn't very believable. As for the commercial, there's a lot of solid demos in it reminiscent of the early 1990s hit EdgeMaster. The difference is that the EdgeMaster was more believable and focused narrowly on the edging problem, which is where the true pain of painting lies.

5. RAYOVAC PULL LIGHT ($24.95) is an LED flashlight that can be charged manually using a cord that comes out of the handle. The pitch: "Just pull and you get instant light every time." It's also rechargeable the traditional way with a flip-down plug, and it can be set to go on automatically when the power goes out, or to turn on at dusk and off at dawn. The bonus is an LED keychain light. This is an ARM product. www.PullFlashlight.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: The market has been inundated with self-charging flashlights since the success of the Everlife/Faraday Flashlight in 2005 (No. 7 on the Jordan Whitney annual chart for that year). Three years later, it's still too soon for a flashlight like this to be successful on TV again. That's because it doesn't feel new and exciting anymore, and that was a critical part of that product's success. (ARM, formerly DTR, was behind the Everlife Flashlight as well.) Without that quality, you have a preventative product that solves a minor and infrequent problem. Oh, and this product is $5 too expensive for DRTV.

Sources: “New Spots for Week Ending 8/29/08,” IMS (1); "Vol. XVII, No. 43-B for 8/29/08,” Jordan Whitney (2-4)

* 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: Smart Mop, Hot Pot, Bionic Hearing Aid and more

I have a confession to make: I've been a little lazy when it comes to evaluating DRTV commercials. Typically, I watch a spot and give it a "gut rating" on my scale, which ranges from "awful" to "excellent!" But the SciMark way demands a much more analytical approach than gut ratings (the "sci" stands for "science" after all). So going forward, I vow to use my 10-point T&T checklist and provide a more detailed analysis of the DRTV commercials I watch -- starting today.

1. SMART MOP ($14.99) is a self-wringing shammy mop. The pitch: It's "the last mop you'll ever buy" because it "picks up 20 times its own weight in liquid." The offer includes a spare mop head. The bonus is three Smart (shammy) Cloths. This is a Smart Inventions product pitched and produced by Anthony Sullivan. www.BuySmartMop.com

Product (D7) Score: 7 out of 7!*
Commercial Rating: Good**
Comments: I mentioned this 1990s infomercial hit when I wrote about Telebrands' Gorilla Mop August 8. Now the company that marketed the original Smart Mop has brought it back. Because it has been off the market for so long, I think it has a great shot at success. It also happens to meet all the D7 criteria, including the two the Gorilla Mop missed: It's priced right for short form ($19.99 instead of $29.99), and it's made of a material people understand well (thanks to guys like Vince Offer and Billy Mays). As for the commercial, it is well presented and hits most of the T&T techniques. The only question I think it leaves unanswered: Does this product function well as an everyday mop, too? Or is it just for spills/quick jobs? The commercial could also use a stronger value comparison and a satisfaction guarantee.

2. HOT POT ($19.99) is an insulated serving bowl. The pitch: "Keeps food hot for up to four hours." It also works for cold dishes. The bonus is a smaller second pot free (just pay S&H). This is a Telebrands product.  www.BuyHotPot.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This product has a lot going for it. It appears to be unique, is certainly mass market and is priced right for DRTV. The only weakness I can see is in the "problem solver" category. The commercial suggests that ruining food in the microwave is a problem. I seriously doubt that. Most people know how to use a microwave by now. As for the commercial, it's well produced and uses many of the T&T techniques to sell the item. The key ones that are missing: a value comparison, a compare/contrast scene and a satisfaction guarantee.

3. LEE MAJOR'S BIONIC HEARING AID ($14.95 trial) is a rechargeable hearing aid. The pitch: "It won't cost you six million dollars, although you will think it's worth it." The offer includes four different size ear caps, an AC adapter and batteries, a storage case that also acts as the charging base, a custom cleaning brush and a protective storage pouch. This is a National Express product pitched by TV's "Bionic Man" himself. www.HearingAidTV.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: Listening assistance devices have a great track record on DRTV. Last year, one such device (IdeaVillage's  Listen Up) was one of just two items to make it onto both annual charts. This particular one has several strengths: It certainly solves a problem, it has a unique rechargeable feature, and it has a great name/spokesperson. (Disclosure: I worked on the Listen Up campaign and considered Lee Majors as a spokesperson myself.) All of that said, this product does have a few weaknesses. The big one is the price: It's $149.85 if you keep it. There are less expensive hearing aid options on the market. I should also mention that, technically, hearing aids are not a mass-market item. Besides the fact they only appeal to seniors, hearing aids carry with them a certain stigma that keeps them from selling to anyone that doesn't absolutely need one. As for the commercial, it's pretty straightforward because the product is straightforward. That's fine, but there are several techniques that could have been applied here and were not -- specifically testimonials, a value comparison, a satisfaction guarantee, etc.

4. UNCLE NORMAN'S PET SPONGE ($19.99) is a soap-infused sponge for cleaning pets. Just add water. The pitch: It's "a three in one pet bath product that has shampoo, coat conditioner [and] odor inhibitor" built in. It also has "massage bumps" that are supposed to "relax your pet during the washing." The offer is for one sponge and one shammy drying cloth. The bonus is a second set free. This is an Incredible Discoveries Spongetech product. www.BuyPetSponge.com
Product (D7) Score: 5 out of 7*
Comments: This product is unique and comes with a proven item as a bonus. However, it faces several challenges. First, I should mention that although the dog-owner market is technically a niche market, it's a big niche. There are enough dedicated dog owners out there that this could work. Moreover, as I've explained before, pet products are like ab products: They start with higher-than-average odds of success. Moving on, this product doesn't solve a painful problem. By now, dog owners have an established behavior for washing their pets, and combining a few simple steps into one product isn't going to motivate them to change that behavior. Then there's the value proposition. The Web site says one sponge is good for eight baths, but it shows a small lap dog. In the consumer's mind, one sponge will probably equate to one wash, which means the perceived value of this item is $10 a pop. Not cheap. (Note: I have not seen the commercial for this product. When I do, if it changes my mind, I will post an update.)

5. SOLAR STRING LIGHTS ($19.95) are string lights that run on solar power. The pitch: "Ideal for celebrating the holidays and adding that accent you love to your home." The offer is for one string of lights. The bonus is six New Ray Easy Tap Lights free, just pay S&H. This is a Q Marketing Group product. www.GetSolarLights.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This product has three weaknesses. First, it's highly seasonal. The commercial suggests year-round uses for the product, but accent lighting beyond the holidays is not a mass-market preference. Second, it doesn't solve a real problem. Sure, electricity bills go up during the holidays, but not in a painful enough way to sell this product. Third, there's a problem with the value proposition. Although it is not highlighted in the commercial, buyers get a single strand of lights. Most people will need much more than that for holiday lighting, so the cost of this could quickly add up. The knockoff of Ontel's Stick-N-Click as a bonus does not make up for that shortcoming. As for the commercial, it misses about half the T&T techniques. A big one is "answer obvious questions." The length of the strand is one question left unanswered (only revealed in mouse type), and the amount of time the lights will last (up to eight hours) is another. Both have the potential to inhibit sales.

Sources: “New Spots for Week Ending 8/22/08,” IMS (1, 4); "Vol. XVII, No. 42-B for 8/22/08,” Jordan Whitney (2-3, 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.

New This Week: Micro Stacker, Spin Lash, Titan Peeler and more

I'm behind on my updates, so this posting combines two weeks worth of items. Sorry to leave everyone hanging: I know some of you are hardcore SciMark Report addicts out there! Without further ado, here's what's new ...

1. MICRO STACKER ($19.95) is a stackable microwave tray. It allows you to heat two plates at the same time, and can also be used as a tray with handles and a lid to prevent splatter. The pitch: "Makes your microwave cooking faster, easier and safer." The offer is buy one, get one free. This is a Dynamic Response Group campaign. www.MicroStacker.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: This is a near perfect commercial for a near perfect item. It misses perfection on the commercial front because of a weak opening and an odd, retro score. It misses perfection on the product front because it doesn't solve a huge problem. That said, I like the item and wouldn't be surprised if it did well on TV or at retail. That's because it's a simple device everyone could use.

2. SPIN LASH ($14.99) is a mascara with a spinning brush. The pitch: "Longer, thicker, more dramatic lashes in seconds." The offer is buy one, get one free (just pay S&H). The bonus is a lighted 5x magnification mirror. This is an Akasha Group product and a Blue Moon Studios commercial. www.SpinLash.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good/Excellent**
Comments: Despite a well-done commercial, this product faces a few challenges. The biggest one is competition from major mascara brands. These brands have spent millions to convince people that they are the solution to "longer, thicker, more dramatic lashes." And while the spin feature is unique and adds credibility to that claim, it may not be enough to overcome the brand power the competition enjoys.

3. WATER-LESS PET BATH TOWEL ($14.99) is a micro-fiber towel that cleans pets without water. The pitch: "All you do is spray, then gently wipe dirt, dander, and odors away." The offer is buy one, get one free and includes the spray bottle. The bonus is Pet Fresh, a natural odor eliminator. This is an Ontel product and a Blue Moon Studios commercial. www.WaterLessBath.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is a unique product with a pitch similar to the Pet Groom Pro ionic pet brush, which was No. 31 on the Jordan Whitney Top 100 in 2005. That is, it promises to clean pets without the use of soap or water. Pet Groom Pro used ions; this product uses micro-fibers. I think the former is more credible than the latter. While it may be true that a micro-fiber towel can get into the fur and pull out dirt and odors, people are unlikely to believe it does more than an ordinary towel would do.

4. SCOOP-N-GRIND ($19.99) is a handheld grinder with a scoop-like design. You scoop something up, close the top and press the button to grind. The pitch: "The world's first handheld mixer that lets you scoop, grind and pour." No bonus. This is a Merchant Media product and a Blue Moon Studios commercial. www.ScoopNGrind.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product has a major weakness: Instead of solving a problem, it may actually create one. That's because it appears to be too small for most jobs. The commercial shows a lot of dessert toppings, and that's probably the only practical use for this thing. Otherwise, it seems you'd be better off with a regular grinder. The scoop feature is also less than spectacular. I can't think of many occasions where it would be useful, and there appears to be no way to measure the scoop.  Next, many of the demos look awkward because the "pour" function doesn't work well, forcing the user to spoon things out of the scoop. Lastly, the product is battery powered, which translates to "underpowered" for people who are paying attention.

5. PAMPERED TOES ($14.99) is a gel pack that slips over your toes. Made for women who wear uncomfortable shoes all day, it's supposed to create a therapeutic stretch that "soothes and revitalizes tortured toes." The offer is for one set. The bonus is a free Ped Egg (just pay S&H). This is a Telebrands product and a Concepts commercial. www.PamperedToes.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product faces one major hurdle that can take it either way: credibility. Will women believe that wearing this on their feet can cure what ails them? If they do, it will be a hit. If they don't, it will fail. The value proposition is also a little weak -- $15 seems like a lot for this -- but the Ped Egg bonus will certainly help. It is America's hottest DRTV item.

6. TITAN PEELER ($14.99) is a high-end peeler that also slices and grates. The main claim: "Dual action blades ... peel and slice in an upward motion as well as downwards, making it twice as fast as ordinary peelers that only work in one direction." The peeler is 100% stainless steel. The bonuses are a julienne blade set, a slicing board that converts the peeler into a mandolin slicer, a Garnishing Guide and a lifetime warranty on the blades. This is a TriStar product. www.TitanPeeler.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This seems like it might be an interesting product, but I'm still not quite sure how it works or what it can do. That could be a shortcoming in the commercial or the product (or me, I guess). Either the commercial isn't clear, or the product does too much for short-form DRTV. Another weakness, and this is a product issue, is that it doesn't solve a real problem. It's just cool.

7. PET SALAD ($10) is a kit for growing organic wheat grass for pets. You grow it, and your pets eat it. The pitch: "The healthy treat your pets will actually love." Also claims to remove hairballs and cure bad breath. The kit includes a bowl, mesh net, a special type of soil called "millennium soil" and the seeds. The offer is for two kits. The bonus is two more kits for a total of four. This is a Telebrands product. www.PetSalad.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: I really have no idea how to evaluate this product. The notion of growing wheat grass for pets is bizarre -- too bizarre to appeal to the mass market, in my opinion. Wheat grass itself is a niche product for health nuts. I also think the product doesn't solve a real problem. Are pet owners really concerned about pets not getting their RDA of vegetables? Last, it lacks credibility. True or not, it's hard to believe dogs will be chowing down on wheat grass. Cats even less so -- unless there's catnip in there!

Sources: “New Spots for Week Ending 8/8/08,” IMS (7); "Vol. XVII, No. 40-B for 8/8/08,” Jordan Whitney (3); “New Spots for Week Ending 8/15/08,” IMS (1, 5-6); "Vol. XVII, No. 41-B for 8/15/08,” Jordan Whitney (2, 4, 6)

* 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.