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Roll Out Launches Rowenta Into U.S. Beauty Tool Business

Rowenta isn’t known for beauty tools in the United States, although it has been producing them for Europe and other markets for many years. Now, the company has initiated a U.S. beauty tools introduction at premium pricepoints.

The new product line consists of four items, including, as characterized by Rowenta:

The Infini Pro Dryer. A salon-quality tool with an exclusive ionic generator designed to dry hair 20% faster while providing a smooth, shiny and frizz-free result. Suggested retail price $159.99.

Curl Active Iron. A motorized, self-spinning barrel makes it easier to get salon-quality curls at home. SRP $149.99.

Straight Express Iron. A capacity to stretch and pre-straighten hair boosts time savings and hair protection as well as providing smooth style in just one pass. SRP $179.99.

Versa Style Iron. A 5-in-1 master tool that incorporates features of a flat iron, roller set, and three curling irons with the help of rounded rubber edges and ceramic-coated, tourmaline-boosted plates. SRP $159.99.