Nu Spa

Description: A bath brush with multiple heads
Main Pitch: "The easy way to clean and moisturize all those hard-to-reach places"
Main Offer: $14.95 for one with sponge, loofah & applicator heads
Bonus: Callous remover, pumice brush & travel bag; then offer doubles (just pay S&H)
Marketer: Emson
Website: www.BuyNuSpa.com
Prediction: Unlikely to succeed

This product reminds me of Spin Spa, an IdeaVillage hit from 2006 (No. 16 on that year's JW Annual). I just don't see the concept coming back, though, especially not in manual form.

A related problem is the offer. I helped launch Spin Spa, and we worked hard to avoid the 'Swiss Army' problem that plagues items with multiple features. The team here did not work hard -- or at least not hard enough. They crammed too much into the spot and made things worse with a 'kitchen sink' offer that will leave viewers confused about what this does, what it comes with and why they need it.

On a side note, a version of this product and pitch was tried back in 2008 under the name SkinFinity. Is this a case of 'old brass'?

Big Boss Egg Genie

Description: An egg cooker
Main Pitch: "Makes perfect hard boiled, soft boiled or medium boiled eggs every time"
Main Offer: $19.95 for one
Bonus: Bacon Wave (just pay P&H)
Marketer: Emson
Website: www.BuyEggGenie.com
Prediction: N/A

As I mentioned in an earlier post, Emson does more brand extending than any other DRTV firm. The three Bell + Howell items on the True Top Spenders list are a case in point.

This product was last done in 2008 and, if memory serves, it had a decent run. Bringing it back under the Big Boss brand makes a lot of sense, provided retail support is the goal.

Otherwise, I say this one goes the way of EZ Eggs/Egg Gourmet.

Weekly Round-Up

Tristar's Magic Glove

1. Acne Dots. Pitch: "A revolutionary way to target each and every blemish individually." Comments: Neat idea but I think big money is needed to launch a successful acne product these days. [ss]
 
2. Butt Shaper. Pitch: "Get the toned, sexy butt you've always dreamed off without going to the gym in just two minutes a day." Comments: Another shot in the dark in the fitness category. [ss]
 
3. Magic Glove. Marketer: Tristar. Pitch: "Cleans every surface in your home quickly and easily." Comments: Narrowly focused cleaning gloves (e.g. Scrub Glove) have been tried before without success, so this one went broad -- all over the place, in fact. But the problem with an unfocused position is it loses much of its selling power. It's a DR Catch-22. [ss]
 
4. Party in the Tub. Pitch: "Just turn it on, drop it in and let the bathtime party begin." Comments: I like the product, but I'm not sure it's strong enough to support a DRTV camgaign. [ss]
 
5. Sweet Roll. Pitch: "The quickest hair styler ever." Comments: Another one of the 50 hair products that will be tried this year. It could be the one that succeeds, but oddds are it will be one of the 49 that doesn't. [ss]
 
6. Trillion Dollar Coin. Pitch: "The most controversial legal tender in the history of US coinage." Comments: I like the strategy here. With no retail play, coins are well positioned to take advantage of timely opportunities like this one. Very clever. [ss]

Glow Pets

Description: Pillow Pets that glow
Main Pitch: "Just squeeze the paw and they light up"
Main Offer: $29.95 for one
Bonus: None
Marketer: Ontel
Producer: Infomercials Inc.
Website: www.GlowPets.com
Prediction: Likely to succeed

It's easy to predict success for this project. First, the basic concept (a pillow that lights up with LEDs) has already been successful. It's called Bright Light Pillow, and it's No. 26 on my True Top Spenders for 2012.

Second, Ontel is well into the sort of brand-extension strategy I discussed in my most recent Response column. In this variation, the big success (Pillow Pets) becomes a so-called "umbrella brand" for the line. Dream Lites (No. 6 on my True Top Spenders for 2012) was first, and now this item. Regardless of its profitability on TV, it is all but guaranteed to get ad support and go to retail, where I'm sure it will do well -- especially in fourth quarter.

Finally, this project comes with another great commercial from the folks at Infomercials Inc. The way they are able to capture childlike wonder in their commercials is unparalleled.

An interesting side note: This is the second IdeaVillage 'idea' Ontel has borrowed to expand its Pillow Pets line. As mentioned, this product follows Bright Light Pillow, an IdeaVillage success. Lesser known is that Dream Lites followed Dreamy Time Turtle, an IdeaVillage near-miss that essentially did the same thing.

Another interesting side note: Just like this isn't the first time a glowing pillow has been done, it also isn't the first time a glowing pet has been done. About this time last year, Telebrands acquired and tested a glowing bear called Glow Buddy that failed to roll out.

SciMark Report from February Response

The print edition of the SciMark Report for February is now available on the Response Website.

In the column, I use IdeaVillage's HD Vision Foldaways [ss] and National Express's EZ Pockets [ss] to talk about what I believe is a sea change in the DRTV industry.