US Debut: Launch of the World First Beauty Shower

Media release 26 June 2007

Methven Debuts in US With Launch of the World’s First Beauty Shower

Methven, New Zealand’s leading designer, manufacturer and marketer of distinctive, water conserving showerware, taps and valving has just debuted its latest breakthrough product, the world’s first beauty shower, at a launch attended by a contingent of leading New York fashion, beauty and lifestyle editors.

The new hand held, luxury personal shower, named Satinjet Maia, will take showering to a new level, delivering the healthy benefits of an individualised spa experience directly to the privacy of the bathroom - and take Methven showers out of the bathroom fittings category into the realm of personal care and beauty products.

Satinjet Maia showerheads, in a distinctive branded blue box, will be found alongside luxury cosmetic and beauty brands at exclusive Barneys department stores in New York, Dallas, Beverley Hills, San Francisco and Las Vegas from October this year.

“The USA is the initial focus for this revolutionary new Satinjet showering product and has strategic implications for the business as we break out of traditional plumber merchant channels to market direct to women through wellbeing and beauty channels,” says Managing Director, Rick Fala.

Satinjet Maia provides the unique features of facial massage and hydrotherapy with an inbuilt Vitamin C filter which eliminates chlorine to better purify and protect the skin and hair from drying out, as well as all over body spray and deep tissue massage. Satinjet Maia will eventually be sold with fragrance and essential oil water infusions which along with the de-chlorination refills will provide ongoing revenue from repeat sales.

A comprehensive public relations programme will support the launch with New Zealand international model, Rachel Hunter, as spokesperson and respected US-based, celebrity consulting dermatologist, Dr Karen Grossman, providing beauty and wellbeing advice for women.

Methven’s USA start-up operation is making slower progress than originally envisaged although Mr Fala says valuable insights are being gained into the market drivers, structures, product range and relationships needed to secure a foothold in this potentially lucrative market.

“Consumer feedback is encouraging, but we have been facing challenges in winning support from the traditional plumbing merchant channels and displacing well established suppliers’ products with our relatively narrow - and unknown - range.”

“The launch of the Maia personal beauty spa shower is an important development for the business as it extends our reach and positioning directly to where women shop,” he said.

“Maia and its positioning as a beauty brand promises to lift our visibility. It marries Methven’s proprietary, environmentally-minded shower technology, distinct and appealing aesthetics, new functionality as a facial and conventional shower and water massager with purifying and aroma therapy infusion pods and places it on beauty counters, packaged to please as a personal luxury.”

Satinjet Maia will be available exclusively at Barneys nationwide in October 2007 and retail for around USD400.00, with a select group of high end US retailers stocking the product from next year when the first fragrance infusions will also be released.

While Methven has a programme of new era shower products scheduled for release during the year, Satinjet Maia will not be available in Australia and New Zealand until November 2007.

ENDS

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