By Claire Reilly
Sunbeam has used the start of the spring racing carnival season to launch its new line-up of steam generators, targeting the products at fashion-conscious consumers with a range of launch activities and in-mall promotions.
The small appliance brand first revealed the new ProGlide steam generator (SR8300, RRP $299) and the ProGlide Plus (SR8700, RRP $399) at a dedicated lifestyle event last week, attended by celebrity stylists Donny Galella and Philip Boon, and Robert Garland of fashion agency Garland & Garland Fashion.
At the event, Sunbeam’s product marketing manager for garment care Sarah Francis spoke about the benefits of the new products, before Boon gave a product demonstration (and fashion tips for spring racing season).
“The majority of people, men and women, hate ironing because it can be a long and slow process,” said Francis. “Steam is such an important part of ironing because it helps relax the fibres of a garment so that wrinkles can easily be removed.
“The pressurised steam created by the new Sunbeam steam generators is far more powerful and effective at penetrating garments that a regular iron. This means that they can help reduce your ironing time by half, resulting in less time slaving over a hot iron and leaving more time for the important outfit decisions.”
Following the initial launch, Sunbeam also held a series of product demonstrations in Westfield Bondi Junction, offering a $100 cashback promotional card to consumers at the demo stand which can be used for cashback on the purchase of the ProGlide Plus from retail stores (valid for one month).
Following this Sydney mall marketing activity, Sunbeam will take the promotion to Brisbane this weekend, followed by an appearance in Melbourne on 17-18 November.
To support this increased exposure, Sunbeam has also launched a social media campaign to promote its steam generator line-up. The brand has launched a Facebook competition to win a styling session with Philip Boon, while Twitter users are encouraged to take pictures at the launch events and tweet them under the hashtag #getsteamywithsunbeam, with the best image from each state up to win a ProGlide Plus steam generator.
Celebrity stylist and Sunbeam product advocate Philip Boon demonstrates the new steam generators.