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Press release from PR Newswire

PUR Water Unveils PUR Baby Water Filtration System

Tuesday, October 15, 2013

PUR Water Unveils PUR Baby Water Filtration System

10:04 EDT Tuesday, October 15, 2013

Latest PUR water faucet mount provides superior water filtration technology, giving parents a trusted source for healthy, clean drinking water for baby

SOUTHBOROUGH, Mass., Oct. 15, 2013 /PRNewswire/ -- Parents today pay attention to everything that goes into their babies' bodies, even when it comes to something as simple as drinking water. The U.S. Centers for Disease Control and Prevention reports that by three months, 62 percent of parents in the U.S. feed their babies some formula1, and how that formula is prepared can greatly affect a baby's health. Filtered tap water is an excellent source to prepare formula, which is why PUR has introduced the newest addition to its product line-up: the PUR Baby Water Filtration System.

(Photo: http://photos.prnewswire.com/prnh/20131015/NY97185-a ) (Logo: http://photos.prnewswire.com/prnh/20131015/NY97185LOGO-b )

Why filter with a PUR Baby Water Filtration System? While water in the U.S. may look clean, it can contain potentially harmful contaminants picked up on its journey through our aging water infrastructure before it reaches households. The PUR Baby Water Filtration System removes potentially harmful contaminants from tap water to offer parents peace of mind when using water to prepare formula and cereal. And when it comes to removing water contaminants, no other faucet mount filter does it better than PUR.  According to NSF International data2, PUR faucet mount systems, including PUR Baby, are certified to reduce 10x more contaminants than Brita pitchers.

PUR faucet mounts are also a safe alternative to other water treatment options because they remove harmful metals that others may leave behind.  For example, many health professionals recommend boiling tap water when preparing baby formula, but the boiling process does not remove heavy metals, like lead from water. The PUR faucet mount filter is certified to remove 99 percent of lead, and it also removes agricultural pesticides, industrial pollutants, pharmaceuticals3, microbial cysts, and chlorine taste and odor ? up to 61 contaminants found in drinking water.

One of the many family-friendly products from the Kaz division of Helen of Troy Limited (NASDAQ, NM: HELE), the PUR Baby Water Filtration System is another example of how PUR strives to offer quality products to improve the well-being of consumers.

"We understand that parents have plenty to worry about, especially during the precious, early days of raising a baby," said John Wojcik, Vice President of Marketing at Kaz. "We want to offer parents assurance that something as simple as turning on the faucet can give parents what they need to help keep baby healthy and nourished."

PUR also offers cost and time savings benefits, which are concerns for many new parents. The cost of using a PUR filter is only one-third the cost of purchasing the leading baby and toddler bottled water brands. PUR filtered water costs approximately $.42 per gallon compared to $1.25 for bottled water, and each PUR faucet mount filter filters up to 100 gallons of water (under normal water conditions). PUR also helps parents save valuable time by not having to go to the store to purchase heavy cases of bottled water. Parents can easily attach the PUR Baby faucet mount to most kitchen sinks in one-click for instantly clean, fresh-tasting water.

Tweet and Enter to Win To celebrate the PUR Baby launch, PUR is partnering with Parents magazine to host a Twitter party tonight at 8:00 p.m. ET, and invites parents across the country to join the conversation and learn more about water filtration and tips to keep baby safe. Follow @PURtweets and @parentsmagazine, and use #PURbaby to take part in the conversation and for the chance to win a new PUR Baby Water Filtration System.

As part of the PUR Baby Water Filtration System sweepstakes, PUR and Parents magazine want to hear how you keep your baby safe and healthy. Visit parentspromo.com/PURbaby and share your tips using #PURbaby.

The PUR Baby Water Filtration System is priced at $24.99 and is available at PURwater.com, Babies "R" Us and Kroger stores. For more information about PUR water filtration or PUR's water purification technology, visit PURwater.com.

About PUR: Marketed by the Kaz division of Helen of Troy Limited (NASDAQ, NM: HELE), PUR is a leading brand in the at home water filtration category for faucet water filters, water pitchers and dispensers, replacement filters, and refrigerator filters. PUR was the first leading brand to claim reduction of trace levels of pharmaceuticals identified in U.S. tap water. PUR products reduce up to 61 contaminants to provide clean drinking water at a reasonable cost of only $0.01 for an 8-oz glass, while leaving behind essential fluoride which is important for developing and maintaining healthy teeth in children and adults.

About Helen of Troy Limited: Helen of Troy Limited is a leading global consumer products company offering creative solutions for its customers through a strong portfolio of well-recognized and widely-trusted brands, including: Housewares: OXO®, OXO Good Grips®, OXO Soft Works®, OXO Tot® and OXO Steel®; Personal  Care: Revlon®, Vidal Sassoon®, Dr. Scholl's®, Pro Beauty Tools®, Sure®, Pert Plus®, Infusium23®, Brut®, Ammens®, Hot Tools®, Bed Head®, Karina®, Ogilvie® and Gold 'N Hot®; and Healthcare/Home Environment: Vicks®, Braun®, Honeywell®, PUR®, Febreze®, Duracraft®, Stinger® and SoftHeat®. The Revlon® trademark is used under license from Revlon.  The Vidal Sassoon®, Vicks®, Braun® and Febreze® trademarks are used under license from The Procter & Gamble Company.  The Dr. Scholl's® trademark is used under license from Merck.  The Honeywell® trademark is used under license from Honeywell. The Bed Head® trademark is used under license from Unilever. For more information, please visit www.hotus.com.

About Kaz: Based in Southborough, Massachusetts, Kaz, a wholly-owned subsidiary of Helen of Troy, is a world leader in providing health care and home environment consumer solutions. Product categories include vaporizers, humidifiers, digital, infrared and non-invasive thermometers, blood pressure monitors, hot/cold health care therapy, air purifiers, seasonal humidifiers, heaters, fans, and dehumidifiers, and lawn and garden products. Kaz products are sold in the United States and throughout the world.

1 http://www.cdc.gov/breastfeeding/data/reportcard.htm 2 Valid as of 1/23/13. Based on comparison of PUR faucet mount filter Model RF-9999 vs. Brita pitcher filter Model OB03. 3 PUR pharmaceutical filtration claims based on manufacturer testing of PUR faucet mounts and pitchers on 12 pharmaceuticals, which may not be present in all users' water

SOURCE PUR

For further information: Virginia Landau, DeVries Global, (212) 891-0455, VLandau@devriesglobal.com; Amy Shanahan, Kaz, (508) 490-7027, amy.shanahan@kaz.com

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