Rowenta partners with Elite Model Management to launch new range of hair styling appliances

Rowenta has previously tied up with Jasper Morrison to provide household appliances that appeal to leading fashion, beauty and celebrity lifestyles and now launches a new range of styling and personal care appliances that are specifically designed to give you salon quality results fit for a model.

The tie-up has created the 'Rowenta for Elite Model Look' product range, which introduces eight appliances that have been designed according to Rowenta's motto of 'intelligent beauty'. Sophisticated internal mechanical assemblies have resulted in products that are designed to provide optimal results, while also maintaining the vitality of the hair.

"This fantastic alliance has combined the craftsmanship of Rowenta with the fashion requirements of Elite, to create a product range that has been specifically designed for style conscious people who like to have a different hair style every day without compromising the health of their hair. As we are striving to set new benchmarks in an industry that demands rapid product innovation and increasing awareness of "beauty maintenance", we are proud to offer our customers a unique range of intelligent beauty products," said Thurayya Bahman, General Manager of Bahman Group UAE, the exclusive distributor of Rowenta in the UAE.

"Middle Eastern women are renowned for having meticulously manicured hair, so we expect our new products will be popular with women who want to always look their best, but who have previously been worried about damaging their hair from over-styling," Ms. Bahman added.

The Rowenta for Elite Model Look product range is designed for regular use, featuring a soft grip, greater heat resistance and a soft black professional coating.

The eight new products, which have been designed according to style, price, accessibility, quality and respect for the customer, include a Multistyler with eight attachments; an Optiliss slim-hot Straightner; a Jumbo Tong for large curls; the Lissima professional Straightner for all hair types; the Ionic Hot Air Brush; the Reference Straightner for long hair; the Infini Pro hair dryer; and the Compact Straightner.

Recently released statistics indicate that residents in the GCC region are amongst the world's highest consumers of perfume and beauty products, with the average annual amount spent per head on cosmetics and perfume totalling more than AED 1,226. During 2006, the sales value of the cosmetics and perfume industry in the UAE alone reached more than AED 1.5 billion.

Rowenta has been supplying professional household products for more than 123 years, becoming synonymous with powerful and refined products, satisfying consumers' requirements as well as their wants. Driven by its own success, the company focused on diversifying its product range and has recently become recognized as an international leader in the hair, cosmetic and beauty industries.

Elite has been providing professional model management services for more than thirty years from a network of international offices, and the company is currently managing more than 800 models from over five countries. Elite's experience in the modelling industry has included managing many high-profile models, including Cindy Crawford, Naomi Campbell, Tyra Banks to name but a few.