I SPECIAL FEATURE I HOME
I SPECIAL FEATURE I HOME APPLIANCES I ADVERTORIAL AEG ECOLINE IS OUR WAY OF EMPOWERING CONSUMERS AND HELPING THEM MAKE MORE SUSTAINABLE CHOICES FOR THE PLANET Chris Braam CEO for Europe at Electrolux Group Electrolux Group boss hails its new AEG EcoLine as a key innovation at IFA 2023 CEO for Europe Chris Braam explains how the EcoLine selection not only benefits the planet but consumers too in an exclusive interview with IFA International Electrolux Group is back with a bang at IFA 2023 where it is presenting the company's approach on how to help consumers take more sustainable choices whenever they are looking for a new appliance. Chris Braam tells us about the company's latest innovations to look out for at its stand in hall 4.1. Among them is the AEG EcoLine and Electrolux EcoLine which promise to simplify consumers' lives by delivering "top performance every day", according to the CEO. What are the main innovations Electrolux Group is presenting at IFA this year? The spotlight is on our new AEG EcoLine and Electrolux EcoLine – a dedicated selection of our most resource-efficient appliances covering all major product categories in taste, care and wellbeing – which helps consumers to use their home appliances effortlessly, with top performance every day to make their lives easier. AEG EcoLine is our way of empowering consumers and helping them make more sustainable choices for the planet, and their wallets, by making it easy for them to identify our most sustainable products when they shop in retail stores or online. What other product highlights should visitors see at your stand? Our new AEG SaphirMatt induction hob with scratch-resistant glass – a real revolution in glass ceramic. It has a very elegant black matt finish that is resistant to fingerprints and stains and provides superior protection against scratching. In fact, it’s up to four times more scratch-resistant than our standard ceramic hob surfaces and is twice as fast to clean, keeping your hob looking new for longer. What do consumers prioritise today when choosing new home appliances? With rising energy costs, reducing their energy bill is a top priority. At the same time, they don’t want to compromise on performance and efficiency. Consumers are now putting more emphasis on high quality and convenience that enhances their user experience. This creates exciting opportunities for us and our retail partners. It opens a door to engage with consumers and guide them on how technology can meet their needs when used with less energy and resources. Why are events like IFA 2023 important for the industry? IFA is a key platform to showcase sustainable innovations under our two premium brands, AEG and Electrolux. And, of course, there is no better place than Berlin – the birthplace of AEG – to meet up with our retail partners and discuss how we can develop our business further, together! Hall 4.1 / Stand 101 The AEG EcoLine ELECTROLUX ON SUSTAINABILITY Operating under the motto "shaping living for the better", the Electrolux Group has focused on the values encapsulated in this phrase for more than 100 years on its journey to become a truly sustainable company, outlines Chris Braam. The CEO tells us how sustainability "is not just about following a trend" for the company, but instead it is something that is ingrained in all its business decisions and innovations. "We don’t just talk about it. We walk the talk, taking a holistic, sciencebased approach by using our Life Cycle Assessment (LCA) to determine where we can have the biggest, most positive impact," he comments. Giving further insight into the group's eco-strategy model, Mr Braam says it can "have the biggest influence" in the product use phase which is where "up to 85% of overall CO2 emissions of an appliance occur". Analysis of the group's LCA revealed that even small changes in consumer behaviour can have a very positive impact on the planet, according to Mr Braam. He adds: "We are driving this impact together with our partners, to make it easy and effortless for consumers to choose the most energy and resource-efficient appliances. That’s where our new AEG EcoLine selection comes in." 30 IFA INTERNATIONAL • SATURDAY 2 ND & SUNDAY 3 RD SEPTEMBER 2023 www.ifa-berlin.com/content-hub
I SPECIAL FEATURE I HOME APPLIANCES I ADVERTORIAL Edge by Envig: The First Fractional RF device for Home Use World-renowned aesthetic experts Lumenis have launched Edge by Envig, a breakthrough in anti-aging technology. Edge, the first device under Lumenis’ Envig brand, is an anti-aging home device that delivers micro-needling results without a needle in sight, using the sheer power of Fractional Radio Frequency (RF) Energy. Edge’s resurfacing pulse targets the epidermal layer for optimal resurfacing, making the skin radiant, brighter, healthier, and smoother. The rejuvenating pulse penetrates deeper into the dermal layer, stimulating the production of new collagen, elastin, and hyaluronic acid to tighten the skin and reduce the appearance of fine lines and wrinkles, according to the manufacturer Hall 4.2 / Stand 306 KEY SELLING POINTS Immediate and long-term results No gel required Only takes 3-4 minutes ADVERTORIAL Kärcher's RCF 3: A revolution in floor cleaning At this year's IFA, Kärcher is unveiling its groundbreaking RCF 3, setting a new benchmark in the world of autonomous cleaning. Designed exclusively for hard floors, this mopping robot stands out with its dual-action capability: wet mopping and simultaneous light dry dirt pickup. Harnessing the power of smart technology, the RCF 3 offers seamless control via a dedicated app. It adapts to various floor types, from wood to tiles, ensuring optimal cleaning results. The secret to its performance? Kärcher's trusted roller technology, previously celebrated in their hard floor cleaners Hall 4.1 / Stand 215 KEY SELLING POINTS Time-saving efficiency Dual air circulation Safety & energy efficiency SatisFry Air & Grill Multicooker reduces air fry cooking times by 76% Russell Hobbs is presenting one of its top products, the SatisFry Air & Grill Multicooker, at IFA 2023. This device boasts eight diverse cooking functions and aims to reduce air fry cooking times by up to 76% compared to traditional ovens. Unlike many air fryers, the SatisFry circulates air from both the top and bottom, aiming for consistent cooking results. It offers an option for dishes with less oil, ideal for healthconscious consumers. Prioritising safety and energy efficiency, it also features a user-friendly design. The device is equipped with an intuitive digital display, enhancing the overall user experience Hall 4.1 / Stand 207 KEY SELLING POINTS Dual-action cleaning Adaptive smart control Proven roller technology IFA INTERNATIONAL • SATURDAY 2 ND & SUNDAY 3 RD SEPTEMBER 2023 31
