Newell Rubbermaid's Goody Luxe Hair Accessories Unite Style and Technology to Solve Common Consumer Frustrations

PRNewswire-FirstCall/ -- Newell Rubbermaid's (NYSE:NWL) Beauty & Style global business unit today announced the launch of Goody Luxe(TM), a premier line of hair jewelry designed to address global hair trends while offering consumer-desired functional benefits previously not available in this category. Equipped with StayPut Hold(TM) technology, the Luxe Collection holds steady at the office and on the town to resolve the most common frustration women experience with hair jewelry -- it slips or falls from their hair -- while adding a touch of timeless sophistication.

Historically, hair jewelry has been reserved for special occasions, such as weddings and holiday parties. However, Goody brand managers have found that many women now wear hair jewelry at least once per week as an affordable way to add style to everyday attire. Extensive consumer research and focus groups with female consumers in their 20s, 30s and 40s highlighted an innovation opportunity in the growing hair jewelry segment. Consumers indicated a desire for distinctive, well-made hair jewelry in classic styles appropriate for everyday wear and special occasions. They also expressed disappointment with current hair jewelry offerings, where metals and embellishments often mean additional weight that is not only uncomfortable to wear but is also prone to slip from the hair. In fact, 89 percent of consumers studied cited experiences with accessories that were too heavy, of poor quality or slid out of the hair.

"The Goody Luxe Collection addresses a trend toward hair jewelry that is being embraced by women across the globe, whether in the U.S., Europe, China or Mexico," said A.J. Ross, president of Newell Rubbermaid's Beauty & Style global business unit. "Our female consumers continue to seek affordable luxuries to add sophistication to their wardrobes, and they trust our Goody brand, with more than 100 years of hair products experience, to meet their needs with products like Luxe that are on trend and offer real performance benefits."

To solve consumer concerns with slipping, many of the products in the Goody Luxe Collection combine the elegance of hair jewelry with Goody's patented StayPut Hold technology. StayPut Hold grip technology provides a secure hold that prevents accessories from sliding out of hair during activities but is gentle enough to remove without snagging. It was first used in a line of Goody hair accessories for athletes and active women. In the Luxe Collection, StayPut creates a strong hold so wearers can work, play or dance without worrying about mussed hair styles or lost hair accessories.

The Luxe Collection is comprised of a variety of high-quality barrettes, fashion combs, headbands and ponytailers in four styles: Vine, Deco, Antique and Starburst. They range from classic to modern and capture the crisp, sleek lines of art deco, the charm and romance of vintage jewels, the whimsy and light of the constellations and the flourishing expressions of vines and blooms. The Goody Luxe Collection is now available at leading food, drug and mass market retailers in the U.S. and Asia with a suggested retail price ranging from $2.99 to $6.99. Luxe will be available in Europe, Mexico and Australia later this year.