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HELEN OF TROY OFFERS JADE PERSPECTIVE.

EL PASO, Texas-Helen of Troy is turning up the heat in the highly competitive personal care products business by adding a semi-precious stone surface to its hair straightening irons.

The Revlon straighteners with jade-covered heating elements have a marbled green and white appearance and will be on mass and drugstore shelves in 30 days.

"One of the benefits of jade is that like any stone, when you heat it, it retains the heat. Ceramic surfaces transfer heat to the hair," which can be more damaging, said Jeff Katz, director of marketing for the appliance division.

The flat irons will come in two sizes, 1 inch and 1.5 inches, and retail for about $40, which is about $10 higher than its straighteners already on the market. Katz said jade straightening irons have already been successfully launched in their professional hair care line.

While there is resistance to higher price points for hair dryers, consumers are willing to spend more on flat and curling irons. Helen of Troy and Conair introduced ceramic coating for straighteners and other hairstyling products last year.

Caption(s): A new Revlon straightener with jade-covered heating elements hits store shelves within 30 days.
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Title Annotation:Helen of Troy Texas Corp.
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Article Type:Brief Article
Geographic Code:1USA
Date:Oct 4, 2004
Words:196
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