Rowenta Launches Hair-Care Line in U.S. Market

The Rowenta Infini Pro hair dryer

The Rowenta Infini Pro hair dryer

WEST ORANGE, N.J.-Groupe SEB’s Rowenta brand has introduced its line of hair-care products to the U.S. market.

The collection includes the Infini Pro Dryer; a salon-quality hair dryer; the Curl Active Iron, which produces frizz-free, full-body curls; the Straight Express Iron, which promises a smooth, straight style in one pass; and the Versa Style Iron, which combines the functions of a flat iron, a roller set and three curling irons in one tool. Retail prices for the line range from $149.99 to $179.99.

To help promote the launch, Rowenta has enlisted celebrity hair stylist Josue Perez. According to a biography provided by the brand, Perez has worked on Gwyneth Paltrow, Cameron Diaz, Sara Jessica Parker, designer Stella McCartney and N.Y. Jets quarterback Mark Sanchez, among others.

Rowenta has been offering hair-care products in Europe since 1921. Speaking at a Groupe SEB brand event in New York City earlier this week, Scott Pollard, marketing director of home and personal care, said the move of these products to the United States is part of a strategy to expand Rowenta beyond garment care in this market.

A Rowenta statement said the line is currently being offered at Ulta and ulta.com. Pollard said Groupe SEB is in the process of finalizing a channel strategy for the line, whereby it will appear in specialty retailers of high-end hair-care products along with retailers that already offer Rowenta products. “We will expand the distribution on the line by next year,” he said. “We will be very selective.”