From the industrial revolution to the hair care revolution. And the protagonist is always steam. That of the Watt motor, but also that of the new Rowenta Hair Therapist brush.
It doesn’t dry, it doesn’t straighten and it doesn’t crease, the company explains. Yet it has an ambitious goal: to repair 78% of the damaged hair of those who use it for at least 30 days. A “revolution” – as the company defines it – with a product “that did not exist on the market”. “It’s not a styler”, reiterates during the presentation in Milan Francesca Scarano, marketing director of Rowenta, who explains how thanks to Thermal Care technology and 300 controls per minute to regulate the quantity and temperature of the steam, the brush closes the cuticles, the outermost part of the hair, to make it visually healthier. Not only that: with daily use, this device promises to also repair microholes on the hair thanks to a beauty routine of just a few minutes. Furthermore, the design, the keratin coating and the natural bristles are designed to maximize the anti-frizz effects. “And it is scientifically proven,” concludes Scarano.
A ritual to feel good about yourself
An absolute novelty, therefore, since the brush – unlike other devices on the market – does not replace any of the steps we are used to, such as drying and styling, nor the daily gesture of combing your hair before going out. It is in fact a new wellness ritual: just take a couple of minutes every evening to slowly pass the Hair Therapist over each strand with dry hair. A “cuddle”, as those who tested it define it, to take care of yourself at the end of the day. And, after trying it briefly during the presentation, we can say that the hair is actually visibly more beautiful and tidy right away.
Who is it aimed at?
But who can benefit from this treatment? If the target identified by the company – as the CEO of Groupe SEB Italia Stefano Cau also explains to the Giornale – is “fairly young”, that of millennials, but also of the very young, the Hair Therapist brush is designed above all for those with medium hair long, better if smooth or wavy. They promise that they will immediately find visually healthier hair. And who has curly hair? The treatment on the hair shaft is comparable, but will not benefit from the same definition. “It has no effect on the scalp”, Cau is keen to specify – “It is certainly a product that is aimed at an audience of people who already have brittle hair. But also at those who in any case make continuous and constant use of brushes and products for styling. For preventive purposes”. Rowenta Hair Therapist is on sale – in the black or white versions – starting from 249.99 euros. “It’s a new product with a medium-high positioning,” says Cau, “But we believe it’s still accessible to most.”
Rowenta’s innovation
Strengthened by its 140 years of innovation and a growing market especially in the EU (“10% of small electrical appliances are dedicated to personal care, with a +3% in Italy alone”, underlines Cau), it has been 7 years since the The company is studying a device capable of repairing damaged hair. A segment in which for the moment there are no competitors and in which Rowenta has decided to invest. Moreover, Cau reiterates to the Giornale, the Hair Therapist is a very different product from the stylers we are used to “because it uses steam, it is a different technology”.
It’s difficult to say right now whether it will pioneer a new way of taking care of your hair, focusing mainly on health. Certainly, in a sector where competition is high and “low cost” copies of the most famous products proliferate, this is an ambitious operation.