Cannes launchpad for Hydr-8 wellbeing idea – 18/10/05

Hydr-8 is a new revolutionary nasal moisturiser made of 100% pure sesame oil, which is rich in vitamin E - an all-natural antioxidant
Hydr-8 is a new revolutionary nasal moisturiser made of 100% pure sesame oil, which is rich in vitamin E – an all-natural antioxidant


UK. Alexandre Binder has created a new wellbeing product based on his experience as a former inflight buyer.

During the TFWA show in Cannes his newly-created firm, Team Y&A Ltd, will be launching a new product in travel retail called Hydr-8.

Hydr-8 is a new revolutionary nasal moisturiser made of 100% pure sesame oil, which is rich in vitamin E – an all-natural antioxidant.

Binder told The Moodie Report: “Hydr-8 will be a much welcomed product for those who have long suffered the nuisance air-conditioning and dry air can cause during flight, as well as to those who like to keep well and healthy.”

The product is said to provide a layer of moisture to soothe the “drying nuisance of travel” with a simple squirt in each nostril.

Binder, who owns the Hydr-8 brand, explained: “When travelling, passengers are exposed to extreme dry air environments, ranging from air-conditioning in the plane, heating or air-conditioning at the hotel, to simply the various climates at our destinations. Whether in cold ski resorts in the Rockies or the dry summer holidays in Dubai, nasal passages dry up, causing dry, itchy and sore noses.

“Hydr-8 helps prevent, as well as relieve, nasal discomfort. Made from sesame oil, Hydr-8 is rich in Vitamin E, an all-natural antioxidant which may help protect from dust, pollution, airborne viruses and bacteria. Antioxidants prevent new damage or reverse earlier damage caused by free radicals such as carbon monoxide and pollution. Free-radicals damage can deteriorate the skin’s support structures, decreasing its elasticity and resilience.

“Sesame oil has also been used for several thousand years in Middle Eastern culture for beauty and body care since it is known to make the skin soft and supple. In Ayurveda, the increasingly popular Hindu holistic medicine originated in India, sesame oil is considered one of the primary oils used for health and healing. Followers of the macrobiotic lifestyle such as Madonna and Gwyneth Paltrow are also users of sesame oil.”

Explaining the product’s medical origins, Binder continued: “Hydr-8 was developed by leading Swedish ear-nose-and-throat surgeon, Dr Björn Petruson at the Sahlgrenska University Hospital in Göteborg, Sweden. While seeking a product to speed nasal post-surgery recovery and also soothe his patients’ soreness, Dr Petruson eventually came across sesame oil – which proved to be exactly what he was searching for.”

For passenger convenience, Hydr-8 comes in a 10ml nasal spray bottle for easy use, containing approximately 400 doses. Hydr-8 is made in Sweden and is a pure, natural product with no known side-effects or allergic reactions, according to Binder.

Pointing out the clear trend for wellbeing products in travel retail, Binder reckons they could become a separate product category for retailers. “Wellbeing is a clear trend in travel retail,” he told The Moodie Report. “Hydr-8 is truly under the wellbeing category, but with some carriers and retailers failing to have such a breakdown, it ends up being caught between a cosmetic and a skincare product.

“It’s about time travellers got a product which improves their experience during flight and beyond. Hydr-8 is a new product possessing no known competitors displaying similar product benefits.”

For details on Hydr-8, contact Alexandre Binder at PO Box 54213, London W14 0ZH, UK, tel: +44 7834 483 086, or email: alexteamya@yahoo.com

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