Here's a little something on HELE:
Monday January 12, 8:28 am Eastern Time
Company Press Release
Helen Of Troy Introduces 13 Dr. Scholl's Massager Products
CHICAGO--(BUSINESS WIRE)--Jan. 12, 1998--Helen of Troy Ltd. (NASDAQ: HELE - news), producer and
worldwide marketer of brand-name personal care products, introduced 13 Dr. Scholl's massager products at the
annual Housewares Show which opened here yesterday. The new hand-held, foot, back and specialty massagers
expand to 19 from six the number of products the company markets under the Dr. Scholl's name, which Helen of
Troy has been licensed to use for personal care appliances since October 1996.
The massagers were developed by Helen of Troy in consultation with massage therapists and are designed to
replicate the therapeutic benefits of a therapist's hand and finger massage applied to appropriate pressure points.
This new line highlights several patented features developed by Helen of Troy.
The products have been tested in extensive market research, including focus groups of end users whose input
was considered in the final design.
Massagers are a segment of the Home Health Care category. This category is growing rapidly following the
demographic trend of aging baby boomers. As they age, baby boomers are staying active and are seeking relief
and comfort from their associated aches and pains. Massagers is the first Home Health Care segment to be
addressed by Helen of Troy with the Dr. Scholl's brand.
The massager segment is a growing market, and Helen of Troy will attempt to expand the market further by being
the first to advertise heavily in consumer-oriented media. ''We believe these products will appeal to a broad
segment of the public, where the Dr. Scholl's name is respected and trusted,'' said Gerald J. Rubin, chairman and
CEO. ''The massager product line also offers Helen of Troy the opportunity to increase penetration into new
distribution such as department stores and others not currently being sold,'' Rubin added.
Helen of Troy designs, produces and markets brand-name hair dryers, curling irons, hair setters, women's
shavers, brushes, combs, hair accessories, mirrors, artificial fingernails and ''comfort products'' such as foot
baths and massagers. Helen of Troy products are sold primarily through mass merchandisers, drug chains,
warehouse clubs and grocery stores, under the names Vidal Sassoon, Revlon, Dazey, Dr. Scholl's and Caruso.
The company also markets products under the Helen of Troy, Hot Tools, Salon Edition and Gallery Series
trademarks to the professional beauty salon industry.
This press release may contain certain forward-looking statements which are subject to change. The actual
results may differ materially from those described in any forward-looking statements. Additional information
concerning potential factors that could affect the company's financial results are included in the company's Form
10-K for the year ended February 28, 1997
Contact:
Helen Of Troy Ltd.
Gerald J. Rubin, 915/779-6363
or
Porter, Le Vay & Rose, Inc.
L. B. Stauffer, Sr. VP
John Chuhran, Media Consultant
212/564-4700
Ann |
