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Direct Response Marketing

DR Winners Draw Branders Into Competition

1 May, 2009 By: Thomas Haire Response


Murad Resurgence vs. Olay Regenerist

 

Murad Resurgence

 

PRODUCT INFORMATION

Murad offers a full-range of skincare products for acne, cellulite and anti-aging. Among those products is the current DRTV hit, Resurgence, an anti-aging line. The Murad Web site says, "Resurgence is the first comprehensive skincare regimen with advanced age-fighting ingredients that are specifically designed to target the effects of hormonal aging."


 

HISTORY

Dr. Howard Murad created his eponymous skincare brand in 1989. One of the three initial products put Murad into the anti-aging space, which, until then, had been controlled by such brands as Procter & Gamble-owned Olay. The company's ever-expanding line has been marketed via DRTV since 1992 and has become a mainstay in retailers like Sephora and Ulta.

CURRENT OFFERS

Murad's Resurgence Night Regimen line (a three-product anti-aging line) is currently being marketed via DRTV with a $39.95 price point, including more than $50 in free gifts (the company is also offering its Acne Complex line on TV currently in a different spot).

CELEBRITY ENDORSERS:

Joan Lunden

PedEgg vs. Revlon Pedi-Expert

 

PedEgg

 

PRODUCT INFORMATION

According to its Web site, www.pedegg.com, "The original PedEgg is the revolutionary foot file that you've seen nationally advertised on TV. It's the newest and fastest way to make your feet feel smooth and healthy with NO MESS! The secret is PedEgg's precision micro-files that gently remove calluses and dead skin to give your feet the incredible baby soft look and feel that everybody loves."


 

HISTORY

The product debuted in 2008 from long-time traditional DRTV marketers TELEBrands. The company has a long ling of hit gadget products in DRTV, including the Go Duster, Doggy Steps and EZ Combs. The product, like many TELEBrands products, is designed to create TV sales while also pushing the product to retail. According to the company, more than 20 million PedEggs were sold in 2008, the vast majority at stores like Walgreens, Target and Bed, Bath & Beyond.

CURRENT OFFERS

For $10, TV viewers receive two PedEggs, four Emory buffing pads and a tube of Soft Silky Soles foot therapy cream. In retail, $9.99 gets you one PedEgg and two buffing pads. A three-pack of replacement cartridges is also available for $9.99 at retail.

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