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Friday, May 23, 2008

Leptovox Stakes Late Claim to the 10 Superfoods

A diet pill marketed it, at least from what I can tell, purely online staking a claim several years ago that 10 Superfoods (brazilian acai, cayenne pepper fruit, garlic, soybeans, barley, wheatgrass, kefir, alfalfa, flaxseed and buckwheat) help people lose weight, be rid of acne, and lose wrinkles. The skin claims are supported by the theories and products of Dr. Perricone, an anti-aging guru whose main liftoff point happened when he appeared on the Oprah Winfrey show.

This diet pill was called Lipovox. Since it's debut, it's been a top seller on ebay and has branched into other online store venues as well.

Now we see a new product called Leptovox. What's different about it? Not too much honestly. It also offers the same superfood ingredients with a few different anti-oxidants.

The diet pill industry is an industry of copycats. When something good comes along, it's copied quickly. As the internet has grown, the ability of companies to mimic each other's moves has increased as well. A diet pill company can release a flagship product on Monday and see a copy (or close) of it from their competitor on Friday. And I'm not exaggerating.

This appears to be what Leptovox is poised to do, positioning themselves as being a superior offering because they bundle a carb/fat blocker, detox, and "feel good" product with their sale of Leptovox. What's my take on the whole thing? It's a net plus for the consumers, so I give it a thumbs up.

As we see more and more entrants into the diet pill market, to compete with heavy hitters such as Lipovox, we're going to see prices driven down. Case in point: Lipovox recently dropped their price from 31.99 to 29.99. You may scoff at a modest two dollar decrease, but we're talking about a 6.25% hit to their bottom line. I imagine their response was due to the pressure put on them from Leptovox.

In the end, this competition will drive prices down, and quality and transparency up, giving the consumers exactly what they need.

Cal Stevens is the author of his own diet pill review site where he's reviewed both Lipovox and Leptovox for the benefit of his readers.