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Idea village creates new category with Finishing Touch. (New & Noteworthy At Marketplace).

Hot items are the lifeblood of the "as seen on TV" business, and right now IdeaVillage Products Corp. has a hit with the Finishing Touch hair remover.

The cordless, battery-powered device is about the size of a mascara wand or a pen, making it a portable solution to unwanted hair since it fits easily into a cosmetic bag or purse. Because the unit trims away hair without its blades ever touching the skin, company officials say it is well suited for such sensitive areas as bikini lines.

Finishing Touch comes with an attachment for eyebrows, and it can remove facial hair without disturbing makeup.

IdeaVillage contends that Finishing Touch has created a new category--for instant and painless spot hair removal--and the company notes that women are using the product to remove hair from toes and ankles, as well as from eyebrows and upper lips.

IdeaVillage began airing commercials for the product in January and it debuted in stores in March, where it was a solid and immediate hit. Finishing Touch continues to perform well in mass retail stores, where it carries a suggested price of $9.99.

According to IdeaVillage president and chief executive officer Andy Khubani, products like Finishing Touch represent major sales and margin opportunities for mass retailers.

Contact: Mike Govindani 973-808-7355 ideavillage.com

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Title Annotation:hair remover
Publication:MMR
Article Type:Brief Article
Geographic Code:1USA
Date:Jul 28, 2003
Words:218
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