French company SEB launches an appliance for preparing homemade skincare products under its Rowenta brand.
SEB is a French company, global leader of small dosmetic equipment, with several brands like Rowenta, Tefal, Krups, Moulinex, Lagostina, AirBake, T-fal, Imusa, Panex, Supor, …
According to its website, Rowenta “creates home appliances with a streamlined design that convey a sense of well-being”. This is why SEB chose Rowenta brand to develop and launch a new beauty appliance named “Naturalis”, aimed to prepare homemade cosmetic products. It will be launched in France in April 2012, sold 200 €.
Naturalis is made of a tank in which the formula can be prepared cold or at 80°C. A third program is available for cleaning the device.
A stirrer or a mixer can be placed depending on the formula prepared.
Tools (spatula, jars, measuring spoons, measuring glass), a book with 18 recipe and a starting kit with ingredients (emulsifier, preservative and thickener) are included.
Here is an example of recipe from Rowenta (other should be available on a dedicated website) :
The challenge for SEB & Rowenta is now to make the formulation technology accessible to all. To achieve this, the preparation process of homemade skincare products is split in 5 steps :
- choose the mixing tool (if it is an emulsion or not)
- put the ingredients in the tank
- chose the program (cold or warm)
- add the remaining ingredient during preparation
- wait for 1.5 to 6.5 minutes
According to Rowenta, the formulas prepared with Naturalis would be 2 to 6 times less expensive than available products on the market.
Now, what to think about this new appliance ? It seems nice, but what about the ingredients ? Is there today a strong enough distribution network for cosmetic ingredients directly sold to consumer in a B to C way ? Moreover, a major concern would be the safety regarding the formulas prepared : what about their microbiological preservation, skin tolerance ?
This is a interesting initiative from SEB. Really trained consumers could be interested in this device. But those who already prepare homemade cosmetic products very well know that a mixer, spoons, pans and a thermometer are already enough…