Smaller, sleeker tasers find homes in purses and pockets

Metallic pink. Electric blue. Titanium silver. Black pearl.

These may sound like a catalog of colors for the newest model of iPod. But they are actually shades of the latest Taser stun gun.

The C2 is cheaper, lighter and more stylish than traditional Tasers. But it packs a shock that’s just as potent.

With the push of a button, an attacker is zapped with 50,000 volts of electricity and rendered helpless for about 30 seconds.

The device sells for between $300 and $350 — substantially less than the old civilian model introduced in 1994, which retails for $1,000.

And Taser representatives expect the new, more affordable weapon will appeal to a wider range of consumers, including women.

Lipstick, keys, taser?

Juliana Simpson, a single Scottsdale mom, says she would have never considered buying a Taser, but she is considering buying the C2.

“It’s sort of cute, and now it’s affordable,” she says. “And it’s small enough I wouldn’t mind actually carrying it around.”

Having one, she says, would provide her with a sense of security.

Scottsdale-based Taser International has been selling its original device for more than a decade, and about 11,000 police departments around the country use it.

Though it was designed for personal protection, the original consumer version of the Taser was bulky, and the high price kept it out of reach for many consumers.

“For the last seven years, we’ve been making law enforcement our No. 1 priority,” says Tom Smith, chairman of Taser International. “Everything we did looked like a firearm, felt like a firearm, it was very aggressive. People didn’t want that 'Dirty Harry’ look for personal protection.”

The new design was fueled by demand for a smaller, cheaper model.

“This product was a result of over the last seven years people have been saying 'I love the technology, I know it works, I want to get one, but don’t want to pay $1,000 and I want it to be convenient to carry,’ ” says Smith.

Personal protection

But the four-color option is about more than being stylish. By making the C2 visually appealing, people are more apt to carry it on a daily basis, says Smith. Taser is even designing a belt clip for the C2.

And by designing it in pink, it’s more likely to appeal to women.

“Women like pink. Pink is the traditional color to represent femininity,” says Taser President Kathy Hanrahan, who owns a pink C2. “A woman wouldn’t mind throwing this in her purse and carrying it with her.”

But not everyone believes turning a dangerous weapon into a cute accessory is a good idea.

“Some law enforcement officials have expressed concern about putting Tasers in the hands of more civilians,” says Smith.

Tasers have been targeted as dangerous and cruel by Amnesty International, which says that more than 200 people have died after being shot by the device. Company representatives say that as an alternative to the deadly force of a handgun, Tasers actually prevent deaths. More than 750,000 people have been shocked by a Taser and survived, they said.

The C2 will be sold inactivated. Taser International requires background checks on customers before they’re given an activation code. Those background checks, says Smith, will help to reduce misuse of the C2.

Taser C2 Personal Protector

Weight: 7 ounces

Dimensions: 5 7/8” L x 1 7/8” H

Range: 0 to 15 feet

Power: Delivers 50,000 volts of electricity

Cost: $300 to $350

The C2 is available at sporting goods and firearm stores. For a complete list: www.galleryofguns.com/tasercon/maincontrols/index.aspx