As a pioneer of ion-based hot roller technology, Calista Tools has put heat back in hair curling and is about to launch at least two more infomercials to build awareness of the brand.
The company, based in West Chester, Pa., plans to begin broadcasting a 30-minute infomercial in September. The star of the show will be Maria McCool, cofounder and president of Calista Tools, and the program will focus on Fusion Heated Rollers, as part of the company’s Fusion Styling products system. The company bills the Fusion Rollers as the longest on the market, measuring five-and-one-fourth inches. The extra length is provided to enable women with long or thick hair to more easily curl their hair. Combined with the ion technology, the roller system is designed to dry hair more quickly, reduce hair frizz and add shine. Ease of use and quickness are among the goals of the marketing.
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