The right solution for every look
Interview with Oliver Krehl, General Manager of BaByliss Deutschland GmbH
BaByliss was founded in 1961 in France by two celebrity hairdressers who invented the first electric curling iron at the time. According to legend, they were inspired by the French actress Brigitte Bardot for the brand name, making them pioneers in the international market for hair care appliances. Today, over 60 years later and under the umbrella of Conair, one of the world's largest manufacturers of small household, textile care, and wellness appliances, BaByliss is a leading international provider of premium hair care appliances.
The company caters to both women and men, offering devices for head and body hair. For years, hair dryers have been the most important pillar of the company.
Creative and trend-oriented
"We naturally respond to current market trends with our range, or even set the trends," says General Manager Oliver Krehl. "Currently, for example, blow-outs and sleek looks are in trend. Generation Z in particular expects a great diversity in the product range to be able to live out and emphasize their individual style. The theme of going out plays a big role for them."
Functional and performant
"The somewhat older consumers focus on functionality, efficiency, and easy usage," he continues. "They care about performance. Here, we can score with the Braun Hair Care brand, which we have been carrying as a licensed brand in our portfolio since 2022. Braun is a traditional brand, especially known for its quality, design, and functionality."
The products of both brands enjoy an excellent reputation for their high user-friendliness and durability. "In product development for end consumers, we greatly benefit from our Professional Division, which we manage globally with our brand BaBylissPRO," says the General Manager.
New: the BaByliss Air Wand
The latest innovation from BaByliss is the BaByliss Air Wand, a multifunctional 3-in-1 device that combines a hair dryer, straightener, and hot air brush. The Air Wand features a digital motor and works with hot air, allowing for gentle styling without heat damage. "With this, we are perfectly targeting the needs of our consumers, as hair health is currently especially important to them," says the General Manager.
In April, the company also introduced a comprehensive brand relaunch including a new hair care series from the licensed brand Braun Hair Care, aiming to reconnect with the old brand heritage of the mega-brand Braun. "With the new range, we are returning to the origins of the Braun brand," says Oliver Krehl. "The products more strongly reflect the Braun design principles and feature innovative and unique properties, such as integrated cable winding."
BaByliss also plans to continue the successful growth of recent years in the coming years. Oliver Krehl undertook a complete restructuring in 2019. Since then, the company has tripled its revenue. "In 2019, we cut off the famous 'old braids' and completely realigned ourselves," he explains. "That same year, we also took over responsibility for the business in Austria."
The vision of the company is clear: "Internationally, we are already the market leader with our brand portfolio," says the General Manager. "Now, we also want to connect with success in Germany and Austria. We aim to become the 'Go-To' brand in the minds of consumers. We will remain true to our premium mass strategy. Consumers should be able to trust their hair care and styling needs to BaByliss and Braun Hair Care with a clear conscience."