Velecta® Paris’s TGR range has a new name to go with its image: TGR ICONIC - fulfilling all your needs
TGR 3600 XS and TGR 4000 XS are two classics from Velecta® Paris that have been a huge hit with professionals in France and abroad since they first appeared.
On becoming Velecta® Paris, the one-and-only 100% French manufacturer of hair dryers has taken the opportunity to rename its leading models. This rebranding has given rise to the ICONIC range of dryers in a nod to the special place that the series has in professional hairdressing salons and the bathrooms of so many home users.
And so we're delighted to present the new TGR range from Velecta® Paris: it’s all pretty simple, too, since you already know the driers off by heart.
TGR 3600 XS and TGR 4000 XS hair dryers are now ICONIC 1.7 and 2.0. Here’s the story.
Today TGR range of hair dryers from Velecta® are benchmark models for professionals and in-the-know home users. Since they were released, TGR 3600 XS (sometimes simply called TGR 3600) and 4000 XS have become worldwide brand ambassadors, winning particular praise for their power combined with their highly-compact size and unequalled lightness.
So, why did we decide to change the names of our classic models? It certainly wasn’t because we wanted to create any confusion! Quite the opposite, in fact: here’s a short story in the great adventure that is the Velecta® Paris brand, one that goes back to the origins of the Velecta® company that was founded in 1936, and which today is the leading brand in the world of professional hair dryers entirely designed, developed and manufactured in France.
The history of the TGR range from Velecta®
TGR: three small letters that echo one of the greatest success stories of French engineering the 1980s - the TGV or High-Speed Train. In 1982, the company that was then called Velecta® Paramount (Velecta® for ventilation électrique appliquée – applied electric ventilation) released its first model of hand-held hair dryer in the TGR (très grande rapidité – very high speed) range: and so the legend was born.
In 2003, the TGR 3600 hair dryer was officially introduced to the brand's catalogue, revolutionising the world of professional hairdressing. It was ultra-light and ultra-compact, its performance equal to the other models available on the market at the time, and it quickly conquered hearts and was a hit at trade fairs.
Another model in the range soon followed, the TGR 4000 XS: with a few more grams and decibels, it nevertheless offered more power than the TGR 3600 XS. The TGR 4000 became a firm favourite just as quickly, assuming iconic status in hairdressing salons in France and abroad in the same way as the TGR 3600: the legend of the TGR range was born.
2021: Velecta® Paramount becomes Velecta® Paris... but the TGR is still the TGR!
In 2019, the leading manufacturer of 100% French hair dryers embarked on in-depth research to identify its strengths, weaknesses, identity and values with the aim of building a new brand image that corresponded to its DNA and its future.
At the end of this process that lasted almost two years, the company decided to refocus on its core attributes: the fact that our hair dryers are 100% made in France combined with our uniquely high standards when it comes to product quality and customer service.
The name Velecta® Paramount was dropped in favour of Velecta® Paris – a reminder of the company’s French-made DNA associated with the glamorous image of the “City of Light”.
The new Velecta® Paris brand: new energy, newfound clarity
Any change in brand name brings with it further changes, some more far-reaching than others: a logo redesign is, of course, an absolute must, while other parts of the company’s image may also evolve, such as the corporate style guide and colour palette… and even the nomenclature of its products.
Easy to understand, chic and clean-cut: the new Velecta® TGR range takes off
Now known as Velecta® Paris, the brand took up the challenge of refocusing on its DNA and international reputation: French know-how and professional target users – with everything that this implies in terms of the need to be clearer and more restrained in our communication – and, last but not least, the power of our increasingly high-performance hair dryers.
It makes sense that the new Velecta® Paris logo is distinguished by a more sober, chic and refined design, helping it stand out from the crowd and fitting in perfectly with the company’s and brand’s DNA.
The names of the brand's existing models have also been revamped: the goal is to make things more legible and coherent, especially for professionals who know the brand well but sometimes got lost in its old way of naming its products.
The various models in the TGR range have been given names that instantly link them to the line they belong to, but also to highlight their key characteristics. So, the TGR 3600 is now the ICONIC TGR 1.7 – meaning you know at a glance that it is one of the brand's historic models and that it boasts an output of 1700 watts. The TGR 4000 XS hair dryer is now the ICONIC TGR 2.0, which tells us all about its power output of 2000 watts. When the hair dryers boast embedded ionic technology, their name is also supplemented with a plain and simple “i” (for ionic).
New names, a new line: TGR 3600 and TGR 4000 XS are given a fresh look
What better way to round off this rebirth than to lavish a new colour scheme on the brand's iconic models, which professional hairdressers are still very attached to despite the passing years?
The brand has updated its style guide, it’s true, but it has done much more than simply revamp its packaging and communication materials. We have also introduced a new range of colours for our hair dryers, including the iconic models that forged our reputation.
TGR 4000 XS and TGR 3600 hair dryers are now available in three new colours: intense black, celestial blue and powder pink, with their new signatures – ICONIC TGR 2.0 and ICONIC TGR 1.7 – picked out elegantly in black, grey or silver.
