With Lissima (Calor/ Rowenta), launched in 2002, Groupe SEB invented the concept of the hairstraightening hairdryer which has become a market segment in its own right. The initial challenge turned into an immense success : the Group has sold 5.5 million appliances in 8 years and Lissima still ranks among the bestsellers in several countries, particularly in South America. At the origin of this saga, there was the marketing “flair” which very quickly identified the first signs of the straightening trend. There followed intense team work between Marketing, R&D, Design and consumer groups which led to the development of the first appliance able to dry and straighten hair at the same time.
The drive and inventiveness of the Spanish teams served as a model for the international roll-out : sponsoring of popular television programs, in-store displays, demonstrations in shopping centers, Internet forums, and more… and all this topped off with the launch of an international TV commercial just before Christmas. This was then broadcast in some fifteen countries and boosted the Group’s market share by 10 points in Europe in 2005. The same year, the Group sold over 1 million hairdryers in some twenty countries and launched Lissima Ionic, a new version for enhanced shine. At this point, competitors aroused from their slumber, first Babylis, then Philips, with similar products. Despite the competition and the market downturn, Groupe SEB continued to expand the Lissima range to consolidate its success. In 2006, it launched a model with Elite, the modeling agency which partners Rowenta in hairdressing, then in 2008 Lissima Clip & Press : its “clip system” enables hair to be straightened from the roots.
Today, the straightening trend is taking hold throughout the world and Groupe SEB continues to satisfy this demand with new products.