Home' INSTYLE Magazine : INSTYLE MAYJUN 2016 Contents w INSTYLE: What have been some key achievements and product
launches for Conair during the past 12 months?
Rob: Conair owns a number of well known and loved brands,
including BaByliss PRO and RUSK. New products have been
a focus for them, having launched products in all electrical
categories in the last 12 months. Rapid range extension continues
in 2016 but this is being combined with a stronger education focus.
Conair is also pleased to be growing above market performance
with particularly strong performance from BaByliss PRO.
w INSTYLE: What support globally is the brand provided with?
Rob: Conair Professional benefits from huge global research
and development resources in innovating hairdressing tools,
for example the Miracurl was an absolute first to the market –
remember the storm it created at Hair Expo 2013?
It also benefits from being the world’s largest manufacturer of
haird ressing electricals and the scale of this brings allows Conair
to either own its factories, or be so close to them that the quality
of products is second to none. BaByliss PRO is widely regarded in
the industry as having exceptionally low returns rates and with
Conair now offering a four year warranty on its latest dryer, they
are putting their money where their mouth is!
w INSTYLE: With so many new product launches in the first half
of 2016, what has been the most successful?
Rob: The BaByliss PRO Rapido
dryer has been the most
successful launch of 2016. The
Rapido is the lightest high
performa nce professional dryer
in the world and the lightness is
something which is resonating
with hairdressers around the
country – and the globe! We have
worked out that over the life of the Rapido, a haird resser will carry
on average a ton less weight!
Watch this space, with more launches across the electrical
category throughout the year, the first of which will be launched
at Hair Expo in Melbourne.
w INSTYLE: How has the men’s market grown?
Rob: The men’s market just doesn’t stop, and BaByliss PRO
now has a clipper and trimmer range to cater for this growing
industry. The Ferrari clipper is our top of the range clipper,
unlike anything else out there, but once you try it there is no
We will also be unveiling a new guest artist for barbering at Hair
Expo. We are proud to be featuring some Aussie talent after having
the fabulous BaByliss PRO Global Educator, Dennis Joseph, at Hair
Expo in recent years.
w INSTYLE: What is the key technology exclusive to Conair?
Rob: Conair has an unusual collaboration with Ferrari, Ferrari
have actually designed engines for Conair’s hair dryers and
clippers. This is the only place you will find a Ferrari engine
outside of a Ferrari car and for most people this might be their
only chance to own a ‘Ferrari’! The key technology in the Ferrari
designed engines is the brushless motor, which means the
products last longer, are lighter and more ergonomic with higher
power and performance.
w INSTYLE: What will the collaboration between BaByliss PRO
and Sharon Blain entail?
Rob: Sharon has always sworn by BaByliss PRO products and
uses our tools in her classes. She also helps direct us in terms of
product development and range, and now lauds the Rapido for its
high performance and lightness to hold.
BaByliss PRO are proudly
sponsoring the Global Morph
Seminar at Hair Expo. This will
be a collective collaboration
between the long hair styling
queen Sharon Blain; genius
cutting expert Tracey Hughes;
US celebrity colourist Lucie
Doughty and European editorial
stylist Peter Gray. The team will showcase the latest trends in
cutting, colour and styling.
w INSTYLE: What are the key brand messages that resonate with
Rob: Our first key ethos is ‘performance that pays for itself’. By that
we mean, buy the best tools and within a short space of time, the
time you save by the speed of the tools more than outweighs the
investment – think ten minutes off each blow dry you do! Add to that
doing your best work with the best tools and you are onto a winner.
Secondly, ‘health of hairdressers’ is a significant ethos for us.
Conair understand that hairdressing is physically hard, so all
our products are developed with this in mind. Lightweight tools
are vital, as is ergonomic design and the balance of the tool.
An example is the RUSK and BaByliss PRO Shears, which all have
swivel thumbs to ensure the best cutting position.
Lastly, our ‘professional only’ mentality is key. Conair remains
a hairdressing brand, becomi ng something of a rarity in today’s
market. Yes, consumers can buy our tools but you can’t walk into
David Jones or Shaver Shop and buy BaByliss PRO tools.
For more information visit conairaustralia.com .au
“The Babyliss Pro Hairdryer has
been the most popular launch of
2016. A rapid range expansion is
continuing our strong performance.”
General Manager of Conair Professional ANZ, Rob Seeley,
talks the booming men’s market, enticing new artist
collaborations and putting a Ferrari in your hands.
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