You think there actually is a strategy? i thought surely they would have a web site called Bodyshaper but no....now why would you come up with a name you no you cant register the domain on ? Then promote a product that you hope people will remember the name of and when they look up to buy it in a google search, they get a nothing site and are disillusioned. Do the search yourself, its just not smart or its at least not a clever option of choosing a name you cant control on the net.
Seeing it promoted on random sites on ebay and various online stores with no clear sales pitch or obvious "home" site behind it is a flawed policy and your kidding yourself if you think people will relate Bodyshaper to POH.
If your going to launch something, dont stuff around and half do it which is what they are currently doing in my view.
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