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Housewares Wrap-Up: Epilady Revs It Up

Posted on April 10, 2010 by HFN Staff

"Bringing speed to market" is the goal behind one of Epilady's product launches at the International Home + Housewares Show.

In introducing the Epilady Speed epilator, the company partnered in a license agreement with NASCAR driver Kristin Bumbera, who will serve as the face for the new product as Epilady targets the age 15-25 demographic.

The company is by no means off course in bringing NASCAR into its marketing plan. "We were surprised to discover that 40 percent of NASCAR fans are women, and many of them in our target demographic, so this was a natural partnership for us," said Amir Abileah, Epilady's vice president. Abileah added that the 21-year-old Bumbera's name, her photo and her autograph will be on the Epilady Speed's packaging.

The new model is a corded epilator with two speeds, and the company is positioning it as an entry-level product in this category. "With an MSRP of $29.95, we are lowering the opening price point of the Epilady line considerably, but delivering a fast, efficient and well-built machine," Abileah said.

Epilady's new Speed Epilator is aimed at a younger demographic. epilady.com