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Quick boost: Hayaseï’s single dose Antifatigue Eye Patch is easy to use, carry-on safe and flight approved |
FRANCE. Hayaseï, the new men’s grooming range that made its debut last year, is spearheading a push into the travel retail channel following the considerable success of its European domestic market distribution.
Introduced in February 2010 under the Hayaseï brand name (Hayaseï is a Japanese word for ‘quick boost’), the range claims to supply energy skin solutions with instant and effective results.
Over the past six months the brand’s founder Mohamed Zahhar has achieved nearly 400 listings at major retailers such as Douglas, Marionnaud-AS Watson and Monoprix and says the time is now right for the fledgling brand to tackle the travel retail sector. “Now we are confident enough that we can start talks with airport operators and other ground store channels – it’s the right time,” he told The Moodie Report.
The Antifatigue Eye Patch is available in 89 points of sale in France, 110 in Belgium, 115 in Netherlands, and in Germany at LudwigBeck.
The product is currently being trialed in Hong Kong Airport at Relay for three months (the test began in mid-February 2011) and the company is negotiating with other leading travel retailers. Zahhar will be visiting the 2011 TFWA Asia Pacific show in Singapore next week for meetings with potential clients.
Hayaseï is currently developing three other products. The first, a unisex item described as a powerful anti jet lag cream in a single dose with an instant and visible effect, will be released in the last quarter of 2011. Two other items in the men’s grooming category will be introduced in the second quarter of 2012.
All the products are designed to be to easy to use, carry-on safe and flight approved. They are packaged in small sizes, allowing the company to offer lower prices.
The Antifatigue Eye Patch contains natural active ingredients such as ginseng, green tea, ginkgo, hamamelis and Champagne yeast. It claims to leave tired eyes glowing and refreshed with fatigue signs reduced, dark circles erased, and the under-eye contour area re-energised.
Thanks to a patented hydrogel system, the icy gel helps relieve the signs of fatigue and boost energy. The patches are designed to be applied under each eye for 15 minutes, then discarded. The Anti-Fatigue Eye Patch retails at €4.90.
For details contact Mohamed Zahhar, 10-14 rue Jean Perrin, 17000 La Rochelle, France; tel: +33 546 507 756; fax: +33 546 273 331 or e-mail mz@hayasei.com Visit www.hayasei.com (launching soon).
