Philips reduces the 244 hours women spend ironing their clothes each year

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Now, thanks to a new pressurized system range of irons from Philips, you no longer need to spend hours labouring to get great looking clothes. Beautiful results can be achieved in less time as this fantastic new range features a massive 1.4L extra large water tank, enabling non-stop steam and fewer required trips for refilling!

Philips' consumer testing revealed that nearly three quarters (72%) of respondents put their reason for choosing one iron over another down to product features. This new range consists of three models, each detailing different tailored specifications. The principle features of the range are the extra large water tank, powerful steam pressure and a quick heating system which maximize consumer efficiency. With one tank enabling up to three hours of ironing, there is no longer a need for frequent time wasting with refilling stops, as each new iron gives consumers inventive technology that produces great results with style.

Vincenzo Ventricelli, Director Customer Marketing, Philips Consumer Lifestyle, Sub-Cluster Middle East and Africa, said:

'Love it or hate it, ironing, for most, is a necessary part of daily life. Over the years, the steam rate of classic irons has been increased to get better ironing results. But as the steam rate increased, so did the need for frequent refilling. Hence, Philips designed a number of new innovations that solve the hassle of refilling and increase steam rate even further. The Systems Irons, which are growing in popularity, are one such example of Philips' innovation.'

Ventricelli added: 'At Philips we understand that the best way to make ironing less of a chore is to get it done brilliantly and completed fast! This new ironing system responds directly to this need, guaranteeing great results, through efficient, innovative design.'

Philips' sponsorship of Dubai Fashion Week (DFW) Spring/Summer 2009 follows its sponsorship of DFW Autumn/Winter 2008.

Dubai Fashion Week (DFW) is a 'by invitation only' fashion event aimed at bringing together major advocates of the fashion industry. Overseen by an Advisory Board, DFW enables local and regional designers and fashion houses to present their collections to global and regional buyers, the media, fashion professionals and the general public.

'DFW continues to serve our Garment Care and Fashion: 'Look Hot Everyday' platform as a locally relevant and credible platform in fashion to drive awareness of Philips Garment Care products and to achieve brand preference with trade and consumers and reinforce the key message 'Professional Results with Minimum Effort',' Ventricelli concluded.