Veet, the hair removal brand, is launching into electrical products for the first time.
A three-strong range will be launched in the UK towards the end of February, followed by a roll-out across Western Europe.
The launch follows a licensing agreement between Reckitt Benckiser, the owner of Veet, and electrical beauty products manufacturer Helen of Troy.
The range will include a shower-proof, battery-operated lady shaver, which retails at £24.99, a mains-powered epilator, priced at £59.99, and a mains and rechargeable epilator (the range’s flagship product), which will sell at £79.99.
Helen of Troy says the products will be positioned at the premium end of the electrical hair-removal products market. The supporting marketing will build on RB’s overall Veet “Touchably Smooth” campaign, which will peak during the summer months. In addition, the electricals range will receive a renewed push around Christmas.
The manufacturer, which also produces electrical hair and beauty products for brands such as Toni&Guy, Vidal Sassoon and Revlon, says the Veet epilator has a unique system, which removes hair more quickly.
The epilator operates at two speeds and comes with a “zone cap”, designed to target small areas. The more expensive model has a high-beam light, which helps make very short hairs more visible.