MOTHERS DAY BOOKLET – Flat irons and hairdryers: Self-esteem at your fingertips
by Dilnara Titara
The personal care category has on Mother’s Day a great opportunity to increase its sales. The products that make it up, including flat irons and dryers, are always well received, mainly because they raise self-esteem, make everyday life easier and have an affordable price. In retail, the sales success is repeated every year.
In the period between January 2021 and the same month this year, sales of flat-irons and hair stylers grew 26.6% in units and 19.2% in revenue. The average price variation was minus 5.8%. In dryers, sales fell 2.8% in units, but rose 1% in revenue, according to data from research firm GfK.
The practicality that these items bring to the daily routine is one of the biggest reasons for the investment, says Bruno L. Pereira, product manager at Cadence. “Being able to do your hair at home, at any time, also guarantees savings, since the person does not need to go to the salon so often.”
Purchase determinator
Having a dryer, in addition to being practical, speeds up the consumer’s life, highlights Cristiane Clausen, Britânia’s CEO. “In addition to drying, the product can be used to model and straighten. With the appropriate accessories, it suits all types of hair. Sales, in May, rise around 80% compared to the previous month. In 2022, we expect a similar increase.”
The good performance encourages purchases, especially by those who use the products frequently, says Flávia Almeida, personal care marketing manager at Philips do Brasil. “Currently, the purchase is made for quality, a fundamental item, such as durability. Our expectations for the date are high.” The products are practical, above all. “They save time by providing quick drying,” says Douglas Moura, Taiff’s host ambassador.
The decision process for purchasing personal care products is simpler than for other categories, as it is heavily based on options that dry or straighten the hair. “We understand that the main drivers of the purchase decision are design, innovation, versatility and trust in the brand. Of course, the price is always a factor. However, when the benefits of the product are correctly transmitted, the sale is guaranteed”, says Marcelo Perin, commercial and marketing director of GA.MA Italy.
Category on the rise
In 2021, the category recorded good numbers. Traditionally, every year in the month of May, sales are usually 30% higher than the average for the rest of the year, hence the high expectations regarding the date, which encourages the industry and retail.
The growth has been significant, highlights Jacques Krause, technical and foreign trade director at Mondial Eletrodomésticos. “This type of product is always a great gift option, as it delivers care and affection, combined with practicality and economy. We are optimistic about sales on this date.”
Investing in category products goes far beyond vanity, says Ronaldo Moura, Mallory’s marketing manager. “They have the advantage of offering a salon at home to create hairstyles whenever you want and keep them always in order.” The reader can check the retail products below.
BRITÂNIA
Highlights the BSC4000 and BSC4100 hair dryer models. The first has 2,000W of power and Tourmaline Ion, which guarantees softer and shiny hair, as the ions close the hair cuticles and reduce frizz. It has three temperatures, two speeds and a cold jet function. Comes with a hanging ring and 1.8-meter cord. It has a
The BSC4100 dryer has 2,100W of power, Tourmaline Ion for hair protection, two speeds and three temperatures. It has the Cool Shot function, which is a jet of cold air, a centralizing nozzle and a ring to hang the product. For ease of handling, it has a 1.8-meter electrical cord. Available in 127V and 220V versions.
“In addition to drying, the product can be used to model and straighten. With the appropriate accessories, it suits all types of hair.”
Cristiane Clausen, Britânia and Philco CEO
CADENCE
For Mother’s Day, bet on the Cadence Quartzo Hair straightening iron, which facilitates the straightening process. One of the product’s differentials is to straighten and model quickly and practically. It has high performance, reaches 210°C in two minutes and has a ceramic coating, which maintains the temperature for longer. It has an exclusive design, with a white and pink matte finish.
The second bet is the Cadence Quartzo Hairdryer, which also curl. The product has the exclusive Cadence design, with a white and rosé matte finish. Its great differential is the power, which reaches 2,000W, in the 220V version, and 1,900W, in 127V.
“Being able to do your hair at home, at any time, also guarantees savings.”
Bruno L. Pereira, product manager at Cadence
Cadence Quartzo Hairdryer – Suggested price as of February 7, 2022: R$ 189,90.
Cadence Quartzo Hair straightening iron – Suggested price as of February 7, 2022: R$ 199,90.
GA.MA ITALY
The highlight is the Sensi 4D Auto Bivolt dryer with 2,500W of power and exclusive 4D Therapy technology, which combines the properties of Ion Plus and ozone for hair restoration, enhancing shine and hair flexibility. In addition, ozone acts as a bactericide, removing fat and impurities from the capillary pores. The product is autobivolt, with a professional motor.
Also from the same line, the Sensi 4D IHT Rose flattening iron comes with a digital display to adjust the most suitable temperature for the hair. Its plates are ceramic made and have the Suspension System technology, adapting to the hair and making ironing easier.
“We understand that the main drivers of the purchase decision are design, innovation, versatility and trust in the brand.”
Marcelo Perin, marketing and business director at GA.MA Italy
Sensi 4D Auto Bivolt dryer – Suggested price as of February 3, 2022: R$ 549,90.
Sensi 4D IHT Rose flattening iron – Suggested price as of February 3, 2022: R$ 549,90.
MALLORY
One of the company’s highlights for the date is the Mallory Travel 1500 dryer, suitable for travel. The product is bivolt, has high power and has two speeds. It is compact, lightweight and collapsible, which makes it easy to transport. It has an integrated connector and a 12-month warranty.
The Mallory Pure Seduction dryer and flat iron kit is made up of the flat iron with ceramic plates, 360° rotating handle, PTC system, safety lock and ergonomic design. The other product in the kit is the ION PRO 4000 hairdryer with an ionic ceramic grid and a long-lasting motor. It has a professional packer integrated into the design and a cold air jet.
“They have the advantage of offering a salon at home to create hairstyles whenever you want and keep them always in order.”
Ronaldo Moura, marketing manager at Mallory
Mallory Travel 1500 dryer – Suggested price as of February 3, 2022: R$ 64,59.
The Mallory Pure Seduction dryer and flat iron kit – Suggested price as of February 3, 2022: R$ 207,09.
MONDIAL ELETRODOMÉSTICOS
The White Rose SCN 50 hairdryer is silent and has a potency of 2,000W. It counts with Tourmaline Ion technology, which offers hair sealed and shinier. It has two speeds and three temperatures, forming six combinations to suit all hair types and hairstyles. It has a cold jet to finish and tames the strands after drying.
The White Rose Twist P-51 straightening iron is 2 in 1, straightens and curls. Ceramic twisted plates guide hair to define curls and waves, or easy-to-style everyday hairstyles. It has Tourmaline Ion technology, which reduces frizz and seals the cuticles to protect the hair. The rotary temperature selector has five positions, up to 230ºC. It has cold tips, safety lock and one year warranty.
“This type of product is always a great gift option, as it delivers care and affection, combined with practicality and economy.”
Jacques Krause, technical and foreign trade director at Mondial Eletrodomésticos
White Rose SCN 50 hairdryer – Suggested price as of February 16, 2022: R$ 199,90.
White Rose Twist P-51 straightening iron – Suggested price as of February 16, 2022: R$ 249,90.
PHILCO
The Ceramic Red PPR11V board is treated with cherry oil. The reconstructive properties of vitamins maintain the ideal PH, preventing split ends and dryness. Ceramic plates distribute heat better and reach higher temperatures, providing a smooth result, with less frizz, without harming the hair. The 11 cm plates have surfaces that make it possible to smooth or shape larger locks. It has Tourmaline Ion technology and reaches up to 230°C.
The Ceramic Black PPR08 board has anodized ceramic plates, smooth surface plates, smoother and faster glides, greater strength and durability, reducing the friction effect on the strands. It has Tourmaline Ion and 11 cm plates. It reaches 230°C and is bivolt. It has a 360º swivel cord and a hanging support. It has a safety lock and an on and off button.
PHILIPS
The Prestige Line includes the dryer, the flat iron and the auto curler. All products have Moisture Protect technology, which guarantees performance and hair health, and an infrared sensor, which controls and adapts the temperature, according to need. This sensor measures the temperature of the hair during drying, in order to prevent dehydration and cuticle damage, maintaining the hair’s hydration.
The Moisture Protect HP8281/81 dryer has 1,900W of power and six speed settings. It has ionic treatment, with negative ions that eliminate static electricity and close the cuticles. It has a two-year warranty. The Moisture Protect HP8372/30 straightening iron heats up in 15 seconds. The floating plates with ceramic coating apply less pressure to the hair, preventing hair breakage. It has an LED display, automatic shutdown and three temperature settings up to 200°C.
“Currently, the purchase is made for quality, a fundamental item, such as durability.”
Flávia Almeida, personal care marketing manager at Philips do Brasil
Moisture Protect HP8281/81 dryer – Suggested price as of February 7, 2022: R$ 819,90.
Prancha alisadora Moisture Protect HP8372/30 – Suggested price as of February 7, 2022: R$ 499,90.
TAIFF
Highlights the Style line, made up of dryers, plates, Style Oval brush and straightening and shaping dryer brush. Style dryers have a power of 2,000 W and allow agility and speed in drying and styling hair. Lightweight, they have a silent professional AC motor and greater durability. The selector switch combines five temperatures, speeds and cold air button. It has a new air directing nozzle and a 1.80 m cable. Available in Tiffany Blue, Black and Red, in 127V or 220V.
The Style plates reach a temperature of 210°C, have ceramic technology and instant heating. PTC technology and silicone damping provide agility and comfort in straightening the hair, leaving them with more shine. Its design allows sliding that avoids pulling and breaking the wires. The product straightens, shapes and curls. It’s lightweight and ergonomic. The cable is 1.80 m long and is available in 127 V or 220 V.
“They save time by providing quick drying,”
Douglas Moura, host ambasador at Taiff
Source: Eletrolar News #147
