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.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)