NEW YORK, Jan. 23, 2007 (GLOBE NEWSWIRE) -- Emjoi, Inc. has taken the initiative on capitalizing on the multi-million dollar home hair care coloring market - as well as the popular root coloring trend, by creating a product that reproduces professional salon quality hair coloring results at home.

Industry statistics report that the home hair care market is over $2 Billion, and is generating yearly increases of over 5 percent. The home-use colorant market is growing steadily, with the popular segment witnessing a 70 per cent value growth over the past two years.

With the Emjoi Colorjoi, Emjoi, Inc. is set on taking the advantage of this rapidly growing industry:

"The Emjoi Colorjoi, allows customers to get away from coloring their hair the old way with mixing solutions, filling plastic bottles and attempting to evenly color their hair. This all can be a messy proposition. Our Colorjoi allows the consumer to have total control with precision application when applying hair coloring at home. Using over the counter hair coloring with the Colorjoi effectively colors the hair whether it is the roots or the whole head producing a richer, more vibrant, and most importantly longer lasting hair coloring," says Ira Shuldman, National Sales Manager.

As noted the Emjoi Colorjoi can work with most of the hair color products that are on the market for total hair coloring, covering grays or adding streaks of color.

"The mess created by using the conventional bottle approach, not only wastes the product but gives inconsistent results when applied at home by customers. The Colorjoi provides constant color in the necessary amount to the hair and roots that a customer desires with minimal chance to make an error. The Colorjoi allows the customer to achieve salon quality result right in their home without the hassle and expense of making appointments at the salon," said Maureen O'Neill, head of Marketing.

About Emjoi:

Emjoi has been in the hair removal category since 1988 and is one of the worldwide leaders in hair removal technology. Its patented tweezer disc epilation process offers the most efficient and effective hair removal results in the industry. As a prime quality manufacturer of personal care appliances Emjoi's capabilities expand into other categories such as Hair Styling, Oral Hygiene, Wellness and Being as well as Shaving. High quality and state of the art designs that offer innovative and ergonomic styled products, make taking care of ones self easier while delivering professional results.

CONTACT:  Emjoi, Inc. 
          Ira Shuldman
          212-755-5950