Braun takes new lines to Singapore after successful Orlando show

Following a successful showing at the IAADFS Duty Free Show of the Americas, Braun is set to take its new products to the TFWA Asia Pacific exhibition in Singapore next month (Stand number: H11).

°CoolTec

Marketed as ‘the world’s first dry shaver that puts skin irritation on ice’, °CoolTec features an aluminium cooling bar in the shaver head that cools the skin during the shaving process.

While skincare brands have focused on developing gels and lotions which cool the skin and reduce the after-effects of shaving, Braun has opted to develop a shaver that addresses shaving irritation during the shave.

The key element in the °CoolTec shavers is Braun’s Thermo-Electric-Cooling technology (TEC) which directs heat away from the skin, resulting in “a tingling of freshness” afterwards, the company said.

Braun °CoolTec is designed to address shaving irritation during the shave

Silk-épil SkinSpa

The new Braun Silk-épil SkinSpa combines two beauty treatments – the epilator removes unwanted hair while the exfoliation brush removes dead skin cells.

Braun claims that SkinSpa is superior to wax for removing short hairs and four times better than a manual exfoliation scrub alone, delivering results comparable to a professional treatment. More than 3,000 micro-vibrations per minute and 10,000 fine bristles remove dead skin cells gently yet effectively.

The ergonomic angle enables convenient usage on all body areas. SkinSpa can be used in both the bath and shower.

Braun Silk-épil SkinSpa combines two beauty treatments – epilation and exfoliation

Satin Hair 7 SensoCare styler

Braun’s latest addition to its hair care range uses the new SensoCare technology for heat protection.

Built-in sensors read the hair 20 times per second to detect the moisture levels of every strand and automatically adapt to the ideal temperature for smooth, longer-lasting styles. NanoGlide ceramic plates provide three times smoother gliding than conventional plates and the patented floating plates distribute the pressure evenly to prevent hair damage, Braun explained.

The advanced display guidance provides feedback on the styling process for “better results in fewer strokes”, while curling edges and a cool tip allow users to create curls and waves easily.

The Satin Hair 7 SensoCare styler uses SensoCare technology for heat protection

IAADFS Duty Free Show of the Americas

Braun recently had one of its busiest trade shows at the IAADFS Duty Free Show of the Americas, according to the brand’s duty free agent Klaus Mellin.

Interest was particularly high for the new Braun °CoolTec, especially after the °CoolTec commercial – presented above – was made public on YouTube in early April, Mellin told The Moodie Report. °CoolTec models for airlines are set to roll out on Qantas on 1 May, as well as on Scandinavian Airlines and Thomas Cook, with a price of US$189. Models for the domestic market will launch in July, with Asian and US markets to follow in September/October.

Commenting on the potential of Braun Silk-épil SkinSpa, Mellin said: “Asia is not a big market for epilators, but the Silk-épil SkinSpa is catching on very well thanks to its exfoliation feature, which is big in Asia.”

Braun Clocks & Watches, produced by Zeon Ltd, will be exhibiting at the BaselWorld Watch and Jewellery Show 2013, which takes place from 25 April to 2 May. A digital clock with radio control for Germany, US, UK and Japan, and the Braun Prestige digital watch have secured listings on Lufthansa since March, with initial response to both products “extremely positive”, according to Mellin.

He added that Braun’s duty free business has experienced a “fairly good” growth rate in the fiscal year, and travel retail is now treated as one of 17 geographic regions that are measured regularly. “I’m confident that the new products will help us to get some momentum in the next year,” Mellin said.