High tech and big hair send sales soaring in personal care appliances

Discount Store News, Jan 16, 1995 by Teresa Andreoli

NATIONWIDE DSN REPORT -- Sales of personal care appliances are on a three-year climb sparked by the marketing of more sophisticated, better performing shavers, hair dryers/setters and dental systems.

The category, as tracked by the National Housewares Manufacturers Association's Product Purchase Index, has been growing steadily since the third quarter of 1991, on a seasonally adjusted basis.

At regional discounter Hills, total sales for electric shavers are up 15% over last year, said Rick Sarcione, a buyer for the Canton, Mass.-based chain. "Better goods" are a major factor for the improved business, he said, pointing specifically to the dominance of rechargeable shavers. Norelco, Remington and Panasonic lead the sales for electric shavers at Hills.

Remington plans to debut its triple-foil shavers (TF600 and TF700) at the International Housewares Show this month in Chicago. Its new models will come equipped with an information window that will alert users when the shaver needs to be cleaned, when cutting heads need to be replaced and how much charge is left in the battery. Similar to the upper-scale rotary rechargables, these higher-end models will carry suggested prices of $100.

Braun just introduced its mid-price range twin-foil Flex Control shaver line. The patented pivoting-head shavers will range from suggested prices of $64.99 to $89.99, and come equipped with a pop-out trimmer. The model 4505 will provide over-charge protection, charging and low-charge indicators and on/off switch lock.

Manufacturers suggest that showing shoppers the difference in features will help step the customer up to a higher price point item. Kmart, for example, uses a freestanding bulk-item cart to display its selection of good-better-best Norelco electric shavers. The top-shelf product--the 985RX cord/cordless rechargeable rotary razor that often nears the $100 price point--tracks the exact minutes remaining in the battery charge, tells the user when it needs to be cleaned and comes with a travel pouch and storage stand.

The shelf below displays the Norelco 915RX, which features one to two fewer bells and whitles and sells for about $15 less, while the bottom shelf carries the 800SX, the "Speed Razor" with two floating heads and a pop-out trimmer and can sell for between $60 and $70 less than the top-shelf item.

For many retailers, women's shavers remain a window of opportunity. A buyer from a Sourthern chain said her company had just picked up Norelco's Silhouette women's razor, a rechargeable wet/dry with a trimmer and two choices of foil positions for underarm or leg shaving, but the buyer currently lacks confidence in the segment in general.

"Consumers are not yet sold on the ladies' product--the technology has yet to be perfected," she said. "I don't think there's a product yet that provides a good clean shave for women."

At Hills, womens' shavers comprise 16% of the electric shaver category. The Remington LWB1000BA moved the fastest from the shelves this season, Sarcione said.

Kmart carries the Norelco Silhouette and the Lady Remington wet/dry cordless rechargeable.

Remington will debut its new wet/dry dual-foil design for ladies shavers at the housewares show.

Of course, technological advancements aren't limited to shavers.

Hair products appliances have gained new entrants this year. Big hair means big business for the discount channels.

"Braun's Supervolume hair dryer is doing exceptionally well," said Steve Modena, an appliance buyer for Best Products, Richmond, Va. "Braun is about as good as there is in the business, but overall, products in general are only as good as the R&D and the marketing," he said.

The nationally advertised Supervolume, which featured 25 "fingers" that lift hair from the roots, hit the U.S. market this fall. The item is designed to create fullnes, not curl, and is targeted to perm-tired, straight-hair or slightly wavy-hair women. Its suggested retail price is $29.

Remington, which recently acquired Clairol, introduced its lift-from-the-scalp dryer, called Volume Maximizer, last fall. It generally sells for under $25.

"The new trends tend toward fuller looks. Volume-creating items are in," said Steve Arnold, a Hills buyer. Conair Clairol, Vidal Sassoon and Windmere are the best sellers but Braun's Supervolume is also a very strong item, he said.

Steam products, such as the Caruso molecular curling system, have slowed from last year, as have air-powered curling irons, Arnold added.

"Caruso sells well on promotion only--we've cut back on it dramatically," said the Southern discount chain buyer, concurring with Hills' Arnold.

Another innovative use of technology in hair appliances is Remington's Smart Setter, to be introduced at the Housewares Show. The rollers change from their bright colors to neutral colors when they are heated to the optimal temperature, then change back to their regular color when they have set the user's hair just right.

Remington will promote the product with a 30-second commercial and expects it to be a big seller for the late third and fourth quarter of 1995. Its suggested retail price is $50.