PUR Water Pitcher Filters Certified to Reduce Two Times More Contaminants Than Brita1

  PUR Water Pitcher Filters Certified to Reduce Two Times More Contaminants
  Than Brita1

    PUR provides superior filtration technology, certified to remove more
                  contaminants than any other leading brand

Business Wire

SOUTHBOROUGH, Mass. -- April 23, 2013

It’s official, PUR water filtration is the best choice for superior
contaminant removal technology. According to NSF International data^1, the
filters found in PUR pitcher water filtration products reduce 2x more
contaminants than Brita^2 pitchers, the leading competitor. Even more notable,
PUR faucet mount systems reduce 10x more contaminants than Brita pitchers^3.
What contaminants do PUR filters remove that others could leave behind? PUR
removes heavy metals (e.g., lead), agricultural pesticides, industrial
pollutants, pharmaceuticals^4 and microbial cysts, which can be picked up
during water’s long journey from the treatment plant to household kitchens –
some of which can be harmful to health.

The PUR family of water filtration products (Photo: Business Wire)

The PUR family of water filtration products (Photo: Business Wire)

Recently acquired by leading consumer product company, Helen of Troy Limited
(NASDAQ, NM: HELE), and marketed by Helen of Troy Limited’s Kaz division, PUR
continues to showcase leadership in the at-home water filtration category by
distributing a range of superior filtration products including faucet water
filters, water pitchers and dispensers and replacement filters. John Wojcik,
Vice President of Marketing at Kaz says, “We are proud of the superior PUR
products that we create for our customers, and believe that contaminant
removal is the most important value that at-home water filtration systems can
offer. By showing consumers the clear difference in filtration between PUR and
competitors, and constantly striving to create new and exciting products, we
hope to help families live healthy lives by ensuring that they are getting the
clean drinking water that they need, as well as the crisp, refreshing taste
that they want.”

In addition to superior contaminant removal, PUR is also pleased to announce a
new and improved faucet fit design for its faucet filter line. Based on
consumer feedback to ensure widespread compatibility and durability, these
filters install with just one click and come in four stylish finishes
including a new black and chrome color combination.

So why is filtering tap water so important? While tap water in the U.S. may
look clean, it can still contain potentially harmful drinking water
contaminants picked up in our Nation’s aging infrastructure. Research
supported by the U.S. Environmental Protection Agency (“EPA”) and Centers for
Disease Control and Prevention (“CDC”) estimates that there are up to 16
million waterborne illnesses per year associated with drinking water^5. PUR
filters remove 99.95% of microbial cysts such as Giardia and Cryptosporidium,
which can lead to intestinal illness, as well as 94% of atrazine. PUR was also
the first leading brand to claim reduction of trace levels of pharmaceuticals
identified in U.S. tap water^4. PUR also removes 97% of chlorine taste and
odor straight from the tap, leaving water crisp and fresh tasting. But while
removing up to 61 contaminants, PUR filters do not remove essential fluoride
which the ADA has certified as important for developing and maintaining
healthy teeth in children and adults.

In addition to the health benefits, PUR provides freshly-filtered, clean and
crisp-tasting water while saving you money. By switching to PUR from bottled
water a family of four can save up to $1,000 per year. Just like the Brita
brand, PUR filters help the planet by replacing up to 3,000 plastic bottles of
water per year^6, reducing some of the 38 billion plastic water bottles that
are discarded in the U.S. annually.

PUR water pitchers are priced starting at $9.99 and are available at
PURwater.com and at major retailers. For more information about PUR water
filtration or PUR’s water purification technology, visit PURwater.com.

About PUR:

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.

AboutHelen of Troy Limited:

Helen of Troy Limitedis 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 fromThe 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   Valid as of 1/23/13. Based on comparison of PUR pitcher filter Model
    CRF-950Z vs. Brita pitcher filter Model OB03.
2   Brita® is a trademark of Brita LP.
3   Valid as of 1/23/13. Based on comparison of PUR faucet mount filter Model
    RF-9999 vs. Brita pitcher filter Model OB03.
    PUR pharmaceutical filtration claims based on manufacturer testing of
4   faucet mounts and pitchers on 12 pharmaceuticals, which may not be present
    in all users’ water
    EPA Waterborne Disease Estimate: http://1.usa.gov/kAONK4. CDC National
5   Estimate of Waterborne Disease Associated with Public Drinking Water. See:
    Based on comparing a year's worth of bottled water (16.9 oz.) to a PUR
    System and a year's worth of refills. Calculation based in part on value
6   sales data reported by The Nielsen Company through its Retail Scantrack
    Services in the U.S. market for the Water Filtration and Bottled Water
    Categories for the period February 2010 through March 2011. © 2011 Nielsen

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DeVries Global Public Relations
Tim Robinson, 212-891-0486
Amy Shanahan, 508-490-7027
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