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Viatek extends its laser line with new hair remover.

ORLANDO, Fla. -- Viatek Consumer Products has enlarged its line of laser hair products with the new Laser Hair Remover.

The new product joins the company's HairPro line of laser products, which also includes the Laser Hair Brush, which uses laser technology to promote fuller and thicker hair. Viatek, whose business is based primarily on the Internet, offers products in the personal-care, pet-care, home-furnishings and pest-control categories.

As described by John Santo, the company's marketing director, the Laser Hair Remover uses a laser to penetrate into the hair follicle. The energy from the laser light is absorbed by the follicle, thus inhibiting the hair's growth.

Santo said there are three growth phases for each hair folicle--the anagen phase, the active growth phase in which cells form the hair shaft; the catagen phase, in which the hair stops its growth cycle but doesn't fall out; and the telogen phase, in which the hair falls out to be replaced by new hairs. The Laser Hair Remover, like most hair-removal treatments, works best in the anagen phase.

Santo also said Viatek is looking to introduce a deluxe model in laser hair treatment over the next few months. "We're planning to have 11 laser products in the line eventually," he said.

Viatek develops and manufactures all of the products in its lineup. Founded in 2003, it currently merchandises products on Web sites such as Amazon.com, Overstock.com, UnbeatableSales.com and HowDoIGetOne.com. Its manufacturing is located in China.

"We're not in brick-and-mortar retailers right now," Santo said, "but we have approached major mass merchants. First, however, we want to establish ourselves online."
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Title Annotation:the markets: housewares
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Date:Sep 24, 2007
Words:268
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