Compiled by Patrick Avenell

Mother's Day presents a great opportunity to ramp up sales in the personal care category while also making sure there are plenty of satisfied gift recipients come 12 May 2013. Here are six of the best new personal care appliances.


“It’s all about the hair and it’s all about being able to achieve a red carpet look before stepping out of the house,” said national merchandise manager Karen Markby. “Today’s hair styling is about variety —curls and waves, big hair volume or shimmering straight — and to achieve these varied styles, women now look beyond the purchase of just the styling necessities of a dryer and straightener to a bevy of styling tools.

“This trend offers retailers a chance to maximise sales by offering an extended range of styling tool option.”

The Remington Colour Protect heats up in 15 seconds and has five variable settings from 160-to-230° Celsius (S8595AU, RRP $103).

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“Wet epilating is booming as it can offers better, gentler experience,” said Natasha McIntosh, national sales manager at distributor Mann & Noble. “Braun’s Silk Epil 7 line-up offers wet epilating, and dual epilation with Gillette Venus blade technology, which enables a long-lasting smooth skin feeling.

“Understand what the customer is looking for and how they define value. More expensive models have better performance and benefits. Customers might think they are getting a great deal [on cheaper products] but they will be disappointed when they get home as it doesn’t meet their needs.”

Braun’s Silk Epil 7 Wet & Dry has a SmartLight for guiding the users to even the finest of hairs (SE7681, RRP $219).


“There’s been a real influx of demand for portable and affordable hair removal products, particularly for those new to epilating,” said business manager Tracey Duff. “Emjoi has really delivered with the BodyBare Diva. It includes 3-Disc tweezer technology that increases accuracy, while ‘Glide’ gently lifts the hair from the root making hair removal even more comfortable.”

The Emjoi BodyBare Diva is a battery operated epilator that removes hair as short as 0.5-millimetres for up to 6 weeks (AP14D, RRP $24.95).


“The nature of credibility in personal care and beauty products is changing, from superficial, short-term, and shallow to fundamental, long term, visible results,” said senior manager, personal care, Thomas Paltridge. “That’s why we are creating a new generation of beauty solutions for 21st Century women who are looking for something more than ‘hope in a jar’.

“We believe in smarter innovation and believe that innovation can make us more beautiful every day.”

Philips’ Lumea Precision Plus is the only Intense Pulse Light (IPL) device on the market offering separate attachments for the body and the face (SC2003, RRP $1,299).

VS Sassoon

“VS Sassoon will not only deliver a strong brand heritage with high quality and affordable core range products this Mother’s Day, it will also continue to deliver promotional styling tools at gift giving friendly price points,” said Conair category manager Eve Hughes. “With the budget conscious shopper in mind, VS has developed a range of attractive gift packs aimed to help shoppers spoil Mum.”

The VS Sassoon Ombré dryer pack has a purple-to-pink finish, matching accessories and Ionic Conditioning Technology (VS5737CA, RRP $42.95).

Elle by Beurer

"The Elle Warm Wax Hair Remover does just that: the unit warms cartridge of bees wax for permanent, commercial-style hair removal at home," said Maria Russo from FitZone Solutions. "The innovative range allows for home use on what was previously the domain of a beautician."

Elle by Beurer Warm Wax Hair Remover (HLE40, RRP $129).