For Conair’s newest blow-dryer, it’s all about the three Qs: quality, quick and quiet.
“Today, the hair dryer over $25 is 30 percent of the category and that is pretty much where all the growth is coming from,” said Paulette Heller, vice president of marketing at Conair. “The challenge for us was to take all the benefits that we know [the consumer] loves about hair-dryer performance and deliver even more. If we look at the landscape today, we know that the hair dryer is the most frequently used hair appliance. It has the highest propensity to purchase.”
After seeing the success of its Infiniti, which was launched in 2006 and evolved into Infiniti Pro, Conair decided to create the next evolution of hair dryers with Infiniti Pro by Conair 3Q.
Standing for quick, quality and quiet, Conair executives claim the three Qs set this dryer apart.
The quality aspect provides ultrafast airflow to reduce drying time by up to 70 percent, which is designed to minimize the time hair is exposed to the damaging effects of heat styling, according to the company. The dryer also features ionic and titanium ceramic technology to provide infrared heat to gently dry hair.
The second Q, standing for quick, is all about the motor’s performance. Similar to Conair Curl Secret’s proprietary technology that launched last year, this dryer uses a brushless motor allowing it to run more smoothly. Also, the dryer runs at 19,000 revolutions per minute, which executives claim is the fastest of any retail dryer.
According to the company, a traditional direct-current motor has about 175 hours of life. An alternating current motor features 400 to 500 hours and the brushless motor consists of around 5,000 hours.
“The 3Q motor doesn’t have any brushes,” said Vito Carlucci, director of engineering at Conair. “The outside part spins so it gets a lot more torque. What makes the motor spin is the electronics and magnets so you get a smoother operation.”
While the 3Q claims to be powerful, it is also said to be quiet. The tool features up to 40 percent less noise from its patent-pending noise reduction design, according to Carlucci. Conair developed a foam insulation that sits inside the dryer’s rear attachment piece and reduces the noise in the dryer.
With the new hair dryer, the company is hoping to target multiple consumer groups, including Millennials, Baby Boomers, moms and working professionals, Latinas and men.
“Typically, the hair-dryer user tends to be a little bit older, but with Infiniti Pro, we are reaching a younger user,” said Heller. To generate awareness for Infiniti Pro 3Q, Conair will launch the tool in the U.S. on HSN in mid-August. Also, a print campaign will appear in September consumer magazines and will follow with digital and social media and a television ad planned for the holiday.
Infiniti Pro 3Q, which is priced $119.99, is slated to hit stores in September and will launch in more than 15,000 U.S. doors, including Target, Ulta and Wal-Mart. The tool will also be sold in global markets, including Canada, Australia and Europe. Industry sources estimate 3Q could generate more than $12 million at retail in its first year in the U.S.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast