CURL UNINTERRUPTED: Conair is looking to shake up the hair tool category with a new implement said to create uniform curls with minimal effort. Launching in mid-August at Ulta stores, Curl Secret from Infiniti Pro by Conair features a technology that draws hair into a heating chamber for an even dose of heat. Unlike curlers or curling irons, which have been used by spiral-seeking women for more than a hundred years, the $99.99 device pulls in the fragile hair tips last, ensuring minimal damage and end splitting.

“This is a category that doesn’t yet exist,” said Robin Linsley, vice president of marketing for Conair. “We believe this is the biggest innovation in hair since [the corporation] introduced the pistol-grip hair dryer in 1960.”

This story first appeared in the June 25, 2013 issue of WWD. Subscribe Today.

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