21456 Tue, 05/10/2011 - 3:55pm
Epilady marked its 25th anniversary in business during the International Home + Housewares Show by entering new product categories in the U.S. market. Always known for its epilators, the company seeks to be a more complete resource in personal-care products in the United States. It debuted a line of hair-care electrics, including two hair dryers (one seen here) and two hair straighteners, which it has been carrying under the Epilady brand in Europe and South America. All four of these products have professional-grade features and rubber touch finishes. “The idea is to give high-end products for mid-high prices,” said Amir Abileah, Epilady’s vice president. Although Abileah also said the jury is out as to whether Epilady will become associated with beauty care as well as epilation, the initial reaction is that the brand could work well in this category. It also gives the company a chance to evolve away from being a one-SKU brand. epilady.com
The trend this spring is toward “mega-voluminous hair,” according to Conair—and the company’s new InfinitiPRO Spin Air Brush promises to deliver hair that is voluminous to the max. The Spin Air Brush is a combination dryer and round brush that volumizes and shines hair as you dry, and allows you to customize the hair volume with three heat settings and two speed settings. It features ionic conditioning with 100 times more ions to give hair maximum shine. Because it has even ceramic heat, there is less of a chance that hair will be damaged during the drying. Its bristles are tangle-free and anti-static, and it can be used without the spin function. The Conair InfinitiPRO Spin Air Brush is available now at mass merchants, drug chains and beauty specialty stores. conair.com.
Many personal-care product vendors are beginning to offer professional-grade hair-styling products to consumers. Andis is one, launching several products at the International Home + Housewares Show, including the Curved Edge Professional Heat Flat Irons, one of which is pictured here. The curved plates on the new flat irons eliminate styling dents and lines. The grouping is available in 1-inch, 1 1/2-inch and 2-inch sizes. They are versatile in that they both create increased hair volume and add finishing touches such as curls, waves and flips. They incorporate both tourmaline and nano-ceramic technologies, which ensures that styling can be done quickly and that the result is smooth and shiny hair. The flat irons heat up to 450 degrees Fahrenheit in just 30 seconds and have 20 variable heat settings, giving the ability to find exactly the right heat setting for any type of hair. andis.com
ValeraUSA, a division of U.S.-based Creative Beauty Concepts which imports hair-care products made by Valera of Switzerland, is seeking to become a larger presence in the U.S. retail market. It exhibited for the first time at the March International Home + Housewares Show, and among the product families it displayed were the Colour Care line of hair-styling tools, including the hair dryer seen here. The line is produced with Valera’s Colour Care technology, which incorporates the production of negative ions and the drying of hair at cooler temperatures. The effect of this combination is to prevent color-treated hair from losing its color and sheen. Valera’s products have been sold through beauty salons, but now the company is seeking exposure with online retailers and in brick-and-mortar department stores and home specialty stores. valerausa.com