Personal care: dryers and plates are in the first place in this category

Women's personal care products occupy a prominent place in the commercial campaigns of every mother's day. Technology continues to make its contribution to improve efficiency and practicality.

ULTRACOMB

Ultracomb presents the SC-4650 Air Style 2-in-1 styling hair dryer that dries, straightens, volumizes and shapes. It comes with an ionic system that reduces frizz and adds shine and, as accessories, a drying nozzle and a thermal styling brush. It offers 3 heat levels, cold air function, 1200 watt power and ergonomic design and the cable is 360° rotatable.

The Devotion Ultracomb combo combines the SC-4606 dryer and the AP-4402 straightener in the same product, both with Tourmaline Ion technology to prevent dryness and achieve softer, shinier and more rehydrated hair. The SC-4606 dryer has a 2200 watt motor, 3 speeds, constant temperature of 60°, cool shot and ultralight design. The AP-4402 straightener comes with ceramic plates, adjustable temperature control between 140° and 230°, Cushion Plate system for better sliding and 360° swivel cable. The Ultracomb AP-4422 Avocado Gloss straightener incorporates ceramic plates with avocado and macadamia microconditioners that are activated by heat to provide up to 86% more luminosity. Its Tourmaline Ion technology maintains natural humidity and reduces frizz. It includes digital temperature control between 150° and 230°, instant uniform heat, Cushion Plate system, 360° rotating cable and quick closing of the plates, for greater practicality.

ULTRACOMB

Helmet

The Esencia combo, from Yelmo, includes the SC-3688 dryer and the AP-3388 straightener with ION-ARGAN technology, which protects the hair, maintains natural hydration and provides superior shine. The dryer has a 2400 watt DC motor, 3 temperatures, 2 speeds, cool shot, concentrator nozzle and removable rear filter. The straightener has ceramic plates with argan oil, 210° temperature, instant heat, Cushion Plate system for smooth gliding and 360° rotating cable.

Beautiful

The Bellissima Extra Large Plate B26 100 iron has 100x45 millimeter plates with ceramic gloss, heating up in seconds; temperature control from 160° to 230; LED light; swivel cord and hanging ring. The Creativity My Pro Infrared B8200 comes with medium plates; Infrared technology that promotes heat penetration and ceramic and keratin coating. There are 4 individual plates of 12 x 90 mm. The first two model and the second set the hairstyle. The temperature control is from 130° to 230° and has an LCD screen; swivel cord and hanging ring. The Long Plates Gloss Ceramic B9300 comes with rounded plates with ceramic gloss that reduces frizz and thermal damage; LED display; 5 temperature settings; Plate locking system and swivel cable.

The AC My Pro 3400 dryer, with an AC motor and 2400 watts, provides 30% greater air flow and has ion technology; ceramic coated grille; ultra-narrow nozzle for modeling; diffuser for curlers; cold air blow; 1.8 meter cable and hanging ring. The Bellissima Diffon DF1 3000 curler dryer and diffuser includes ceramic technology with anti-frizz and anti-dryness action and has a perforated grid and 12 bristles that maintain the shape of the curlers with an ideal power of 700 watts. It has 2 air levels, removable filter and 2.2 meter cable.

SMART-TEK

SMART-TEK introduced the GLAMMY ION hair dryer to the market, a super light model, with 200 million negative ions that allow you to obtain soft, frizz-free hair; Professional power of 1600 watts and cold air function, especially to set the look.

The SMART-TEK THERA PRO-ION is a 2-in-1 model that includes a dryer and straightener and performs both functions without damaging the hair. It has a high-speed motor, ceramic plates and intelligent temperature control. Completing the company's proposal is the SMART-TEK PROSTYLE ION, a lightweight and versatile 5-in-1 high-speed dryer with heads for drying, straightening, curling or volumizing and 600 million negative ions for a professional, frizz-free finish.

Santiago Bruno, Commercial Manager of Smart-Tek

“There is a lot of offer, that is why we are going to present innovative products”

“This is a new category for us, but we believed it was important to open the portfolio and give the trade more products from the same supplier but focusing on quality,” said Santiago Bruno. “There is a lot of supply and demand fell a little, but our brand is already consolidated and we will take advantage of the feedback from retail to understand how to position ourselves in a new category.”

Santiago recognized that in this area there are very strong brands, even at the first prices where it is difficult to compete from the beginning. “That's why we are looking for a different product from the hair dryer we usually use.Consumers find you in stores. We present a dryer iron and two turbine format dryers, one with 5 accessories and the other with a single nozzle. Both are suitable for both home and professional use. There is a growth in unbranded products that arrive for online sale and within retail we see new brands that play with aggressive volumes and prices and force us to reinforce efficiency in product quality, price and costs by offering credit notes for sell out, bonuses for specific dates and also helping businesses move stocks,” he concluded.

EURO BEAUTY

Nexin introduces the Euro family, and enters the world of beauty and personal care with EUROBEAUTY.

Faithful to its motto of “making it easy”, the brand arrives in this category with functional, practical models available to everyone. The line starts with 12 products that actually reach 17 counting the color variants and are organized into three groups. The hair clippers are four rechargeable ones that come with accessories and features ranging from basic to professional. They are versatile products that are suitable for both personal and professional use. Hair dryers have lightweight designs that combine quality with aesthetics and range from foldable and practical models to those that incorporate high speed and quick drying. In hair straighteners, the brand offers four options, ranging from the simplest to the digital and professional. They have ceramic plates, rotating cables, and designs that match dryers.

Ornela Potenza, Head of Product Development at Nexina

“With Euro Beauty we seek to provide simple solutions for people”

“Beauty standards change all the time and have to do with global trends, the way of consuming and even the social context,” said Ornela Potenza, from Nexin. "With EuroBeauty we seek to understand this scenario and transform it into simple solutions for people. We are very happy with this launch, we already receive excellent feedback from our clients and that gives us confidence to continue growing. The challenge is to build an increasingly competitive portfolio and continue listening to the market, because it is the EuroBeauty users who show us that they look good because...they already made it easy." Potenza added that what makes the EuroBeauty line different is having an audience made up of women who expand the age range of consumption and also men who are increasingly adding to personal care, in addition to global connection. “Today there is competition both in the local gondola and with what we see every day on social networks,” he expanded, and closed by citing the job opportunity: “The category also becomes a tool for those who find a second job in aesthetics, that is, easy beauty for everyone.”

Atma

ATMA presents the Classic Rainbow hair dryer, with a power of 1800 watts; 2 speeds; 3 temperatures and directing nozzle.

REVLON

The Revlon Double Straight hair straightener has 4.5 centimeter plates with locking; multiple temperatures with maximum of 220°, titanium coating; dual voltage; Swivel cord and auto shut-off.

Sofía Farina, Personal Care and Health Manager at Newsan

“This year we face it with a more robust and renewed portfolio”

“2024 was a complex year in supply,” said Sofia Farina. "We had product limitations that impacted our participation. We face 2025 with a vision of recovery, relaunching lines with a renewed portfolio, more robust and competitive in assortment, innovation and value of our brands. The opening of imports presents us with a challenging scenario in competitiveness, but forces us to bet on differentiation and reinforce brand building, something in which Newsan has great strength." Farina added that dryers remain a more massive product, with a strong presence in the traditional channel; Straighteners retain their aspirational and styling role, they are more for renewal than first purchase and are in demand among young consumers and professionals, and electric brushes have had sustained growth in recent years. “Women and men look for long-lasting products that protect their hair, such as ions, ceramics and tourmaline,” he added. “That is our bet with Atma, Allure and Revlon whose positioning is very strong.” Regarding prices, he said that there were differences, although in Newsan they have not increased them in general since 2024. “Opening generates competitiveness and downward pressure and forces us to be very efficient in the value chain.”