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Direct Response Marketing

DR Winners Draw Branders Into Competition

1 May, 2009 By: Thomas Haire Response


Revlon Pedi-Expert



The Pedi-Expert is a complete, at-home pedicure kit featuring a 190-microfile foot file similar to the PedEgg. The file blade comes with a lifetime guarantee, and its stainless steel finishing "leaves skin soft and smooth." The kit also comes with nail clippers and a nail file.


Beauty giant Revlon debuted the Pedi-Expert in late 2008, trying to capitalize on its well-known brand name and the buzz surrounding the PedEgg. While certainly not a new idea, a major marketer like Revlon playing copycat with a DRTV widget like the PedEgg is just another way that major marketers are trying to remain competitive in their spaces.


Though the Pedi-Expert was never a true-to-life "DRTV product," as it strictly drove retail, the Pedi-Expert's retail push is clearly designed to put it into competition with the PedEgg on retail shelves. While the glossy TV ad plays on Revlon's brand image and promotes the product's lifetime guarantee, the product is priced at $9.99 — the same as PedEgg.


Elle MacPherson


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