Helen of Troy Straight to the Maxx hair straightening kit and Visage Naturel microdermabrasion system offer at-home alternatives to skin and hair care treatments typically administered in spas and salons or doctors' offices, the El Paso, Texas firm said.

Straight to the Maxx is rolling out to thousands of department, mass and specialty store doors, including Target, J.C. Penney, Macy's and Ulta, the company said. The kits have been sold through television infomercials since June.

Helen of Troy also is promoting the product with short-form infomercials, which will launch in December. The kit is positioned as a semi-permanent alternative to thermal reconditioning, a permanent straightening treatment, which is more expensive, and time consuming, the firm noted.

Straight to the Maxx comprises Protein Enriched Clarifying Shampoo, Straight to the Maxx Solution, Moisture Rich Conditioner and a ceramic ion straightening iron. After using the system, which retails for $60, hair remains straight for up to eight weeks, according to Helen of Troy.

Helen of Troy originally expected Straight to the Maxx to appeal to young adults ages 25-35; however, the kit has captured a broader target audience ranging from ages 16-50, the company said.

Visage Naturel microdermabrasion system is targeted to consumers seeking to improve skin's appearance without the expense and time commitment associated with professional microdermabrasion, according to Helen of Troy.

Helen of Troy is supporting Visage Naturel with a $2 mil.-$3 mil. promotional campaign, the company noted. Short-form infomercials are running now, and the firm is using displays to promote the product in stores. Consumer print ads are slated for 2004.

The system comprises a motorized rotary exfoliating applicator with 4 brush attachments and five serums. Visage Naturel bowed in September in mass, department and specialty store doors including Target and Ulta, and retails for $129.99.

While Visage Naturel offers an at-home micro-dermabrasion system at mass, prestige cosmetics firms also have been following the microderm trend. La Prairie will introduce Systeme Suisse Microdermabrasion next month, while Estee Lauder markets Idealist Micro-D under its eponymous brand and Prescriptives Dermapolish .

Helen Of Troy Becomes Home To Salon Treatment Alternatives

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