Braun launches revolutionary Silk-pil product in Middle East markets .


Dubai. 21October 2003: Braun welcomes the newest addition to their Middle East female hair category product portfolio - the most innovative new Silk-épil epilator yet.  Silk-épil SoftPerfection, which was revealed to an audience in the form of a narrative and dance performance developed and directed exclusively for the product in the Middle East, looks set to boost epilator sales dramatically for Braun in the region, pushing Silk-épil sales even further ahead of the competition.
 
“It’s a big celebration for us at Braun here in the Middle East. Female hair removal is the fastest growing category for Braun in the world, and this growth is mostly due to what can only be described as the phenomenal success of Silk-épil epilators in the Middle East,” said Stephen Carson, Regional Business Director – Braun.
 
“I am delighted to be announcing the arrival of Silk-épil SoftPerfection, the most advanced epilator on the market, offering a Total Body Solution for women, and we are hoping that this will be the product that will further encourage women currently using halawa (a traditional root hair removal method using a wax-like substance made from sugar) to try an epilator product that will truly answer their needs. ” he added.
 
Already market leaders in the epilator category, Braun believes that the secret behind Silk-épil’s success can be found within the research conducted globally with target group women, including those in Middle East markets.
 
“Braun has invested significantly in researching a woman’s needs when it comes to root removal of hair. Research confirmed that the new Silk-épil SoftPerfection further satisfies what a woman is looking for. We discovered that they were looking for efficiency, effectiveness and a more comfortable epilation,” commented Pankaj Chopra, Regional Business Manager– Braun.
 
“Silk-épil SoftPerfection will take epilation to a higher level, and we are very excited to see the reception of this product by the women of the Middle East,” he added.
 
SoftLift™Tips technology allows the new Silk-épil SoftPerfection to lift the hairs to remove not only the shortest but also flat lying hairs. By its new improved efficiency it offers the closest epilation ever and removes hairs as short as 0.5mm, which means that Silk-épil SoftPerfection removes hairs even before they are visible.
 
A new tweezer distribution reduces the pulling sensation as the tweezers are placed so that they only pull one hair at a time. A 4-way pain softener relaxes and stimulates the skin like a massage, before and after the hair is removed, generally resulting in a gentler epilation.
 
Silk-épil SoftPerfection will be offered in a single product pack or as a Total Body Solution including attachments for underarm epilation, underarm shaving and an OptiTrim attachment.
 
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Editor’s note:
Braun is the technology leader of the epilator category.   Silk-épil epilators lays within the wide portfolio   of Braun personal care products. Braun first introduced the Silk-épil epilator to the Middle Eastern market in the 90’s.
 
For more information please contact:
Ella Mayhew,
Memac Ogilvy Public Relations,
Tel: 00 971 4 3050307,
Fax:00 971 4 3050306,
email: ella.mayhew@ogilvy.com

© Press Release 2003