Epilady Marks 25 Years with New Categories

By David Gill

Epilady, the marketer of epilators, is celebrating its silver anniversary in business this year--and has chosen to mark the occasion by launching new product categories in the U.S. market.

The new products will be spotlighted at the International Home + Housewares Show this month. The company will offer a line of Epilady-branded hair-care products encompassing two hair dryers and two straighteners. Epilady has already been marketing this line in Europe and South America, "and we feel it is time to try the U.S. market," said Amir Abileah, vice president. "With the hair-care electrics, we are trying to evolve away from being a one-SKU brand, a label that has plagued us in the recent past."

Abileah expressed the company's initial concern that its brand can establish an association with hair care. "From initial reactions of our retailers, we think it will work in our favor," he said.

In addition, two electric combs, the RobiComb Pro and the Flea Zapper, will join the branded lineup. Epilady had been producing these items for other companies, which had put their brand names on them, but now the company will brand them as Epilady "to take ownership of these patented products and do it ourselves," Abileah said. The RobiComb is a lice-control product, while the Flea Zapper is intended for the pet-care market.

The addition of these products to the Epilady-labeled lineup is one of the major moves the company has made in the past year. In 2010, Epilady debuted its licensed line of epilators, shavers, trimmers and exfoliators under the Sharper Image brand, called the Sharper Image Total Body Hair Removal System.

This line has given Epilady a brand that has a high level of recognition, Abileah said. "Our brand is very well known, but only in the niche of epilation," he said. Now, "we can capitalize on (the Sharper Image's) brand-name recognition, which is the basis of all licensing activity anywhere."

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