Laila Ali Salon Dryer

Helen of Troy is using the 2013 International Home + Housewares Show as a coming out party for its Laila Ali line of styling tools. Previewed last year at the Housewares Show, the ethnically oriented product line will take its place among a range of new items and collections the company is introducing.

As Helen of Troy would have it, the Laila Ali line offers features suitable for “multi-cultural hair,” including high heat up to 450 degrees, multiple heat settings to personalize styling and ceramic and titanium technology to prevent breakage. It includes an Ionic Soft Bonnet Dryer, suggested retail price $44.99, and an Ionic Salon Dryer, SRP$49.99, items that many mainstream styling tools collections lack today but that remain in demand among consumers with particular hair care preferences.

The product line also includes the Ionic Turbo Dryer, SRP $24.99, which includes a pik for hair straightening, the Ionic Dryer, SRP $22.99, Ionic Styler Dryer, SRP $29.99, 2-in-1 Ceramic Styler, SRP $26.99, Titanium 3-Barrel Waver, SRP $29.99, and Conditioning Heat Cap, SRP $29.99. In addition, the line offers two straighteners, the Ceramic Root Styler, SRP $24.99, and the Ceramic Straightener, SRP $34.99, as well as two curling irons, the Ceramic Curl Stick, SRP $24.99, and the Titanium Curling Iron, SRP $24.99.

Other Helen of Troy introductions at the show include a new The Vidal Sassoon beauty tools lineup developed in conjunction with Procter & Gamble, a Revlon power line that offers the styling benefits conveyed by diamonds and Bed Head packaging that coordinates appliances with corresponding consumables.