Premium German brand Rowenta launches 'Respect'

Press release
Published May 30th, 2011 - 08:01 GMT
This unique hair styling appliance was innovated by Rowenta for the modern woman
This unique hair styling appliance was innovated by Rowenta for the modern woman

There is rarely a day in the modern woman’s life that goes without the use of a hair dryer, styling appliance or product; often leading to rapidly deteriorating hair conditions. Due to lack of better choice, knowing and unknowingly the urban woman continues to use hair stylers in spite of the dangers of damaged hair. To help avoid this dilemma Rowenta, the German top-of-the-range brand, has announced the launch of Respect: a unique hair straightener that protects while it straightens hair.

Rowenta unveiled Respect in a live demonstration session at The Ritz-Carlton, DIFC, by professional hair stylists known for their A-list celebrity clientele and creativity. Models sported glamourous hair-dos created by using the launch product Rowenta Respect and a range of hair stylers and dryers by Rowenta, like, Rowenta Curl Activ and Rowenta Respectis Pro*.  

Respect by Rowenta is the first and unique straightener that helps preserve hair’s beauty and health by defining the ideal straightening temperature based on your hair type and its condition at the time of styling. This unique hair styling appliance was innovated by Rowenta as a solution for most modern women who are unaware of the ideal temperature to use while straightening their hair, thereby ruining hair quality.

Rowenta Beauty is dedicated to providing outstanding innovation in hair styling solutions while preserving the hair’s beauty . Respect by Rowenta is a one-of-a-kind innovation in design and technology that ensures smooth styling while preserving the hair’s beauty. This is done by providing two simple setting options on the stylish device – hair type (wavy / curly / frizzy) and hair sensitivity (healthy / fragile / damaged).  Once the user makes the selection the specific temperature range is proposed to suit the hair type and its general condition. Laboratory measurements have shown that Respect is known to have improved hair strength by 25% after only 2 weeks of usage.

This unique straightener brings professional hair artistry within everyday reach. With an instant heat up feature (the device is ready for use in less than 30 seconds) and Ultrashine Nano Ceramic slim plates, Respect by Rowenta  is the tool of choice when time is of essence. The digital LCD display with the + and – buttons provides the possibility to alter temperature if needed and the temperature lock button can then be used to secure the selected temperature during styling. Added is the Ionic function that produces unmatched conditioning and shine.

Background Information


Since 1909, German brand Rowenta has captivated the most demanding consumers with high-quality products that guarantee perfect results.

Rowenta offers a wide range of products that combine unrivalled technological performance, refined design, and a high level of user-friendliness.

Its mission is to ensure the day-to-day well-being of its users thanks to intelligent solutions for vacuum cleaners, irons, steam generators, hair dryers and epilators. Ever the pioneer, Rowenta has worked for more than 10 years on developing eco-intelligent products. Faithful to its own values, the Rowenta brand has formed a partnership with the WWF to place eco-design at the forefront of its innovation process.

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Debanjana Chaudhuri
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