Valera, Professional Hair-Care Brand, Aims at Consumers



SKOKIE, Ill.–Valera, the Switzerland-based brand of professional hair-care appliances, has set its sights on U.S. consumers through a partnership with Creative Beauty Concepts, based here.

The two companies have formed ValeraUSA as their division for the U.S. market. The company exhibited at its first International Home + Housewares Show last month, focusing on its Colour Care line of hair styling tools. The line includes Valera Professional-branded Swiss Turbo Dryers, Swiss Nano Dryers and Swiss’X hair straighteners. They are designed with the company’s Colour Care technology, which prevents the loss of hair color and improves shine through the use of negative ions, which dry hair faster and reduce the heat needed on the hair.

Ernie Brauchli, president of Creative Beauty Concepts, said ValeraUSA will target the products to high-end department stores, beauty specialty stores, salons and online specialty stores. “Consumers have been asking professional hair stylists, ‘Where can I get the tools that can make my hair look this good?’” Brauchli said. “They are also willing to pay extra to look better.”

Retail prices for the hair dryers range from $109 to $199. For the irons, the retail prices range from $139 to $179, with an iron set priced at $199.