Yes, you can use a true magnetic transformer to reduce the voltage to use 110V light with 240VAC power. Below is an excerpt from our FAQ section which discusses this and provides some links for sources of these transformers.
http://www.paulcbuff.com/faq.php#international Q: How can I power my Paul C. Buff™ flash units internationally?
A: For photographers shooting both in the U.S. and internationally, we recommend the Einstein™ flash units that offer global plug-and-play use on power lines from 90 to 270 VAC. To use the Einstein™ in other countries with different outlet configurations, you can purchase a standard power cord with an IEC connector on one end and the suitable plug for your location on the other (we offer an international power cord for use in Australia and China here). The Einstein™ unit will automatically sense the power voltage of the line to which it is connected and adjust accordingly with no user attention required.
When traveling internationally with your AlienBees™, White Lightning™ and/or Zeus™ units, the easiest way to provide power in different international locations is to use the Vagabond™ portable power system. Your flash units can be powered normally with the Vagabond™ system and the Vagabond™ internal battery can be recharged globally with the use of a simple wall outlet adapter for the charging cord based on your specific international location.
Paul C. Buff™ flash units (standard 120V flash units) can additionally be powered internationally on 240VAC power lines with the use of inexpensive two-way (120V to 240V or 240V to 120V) true magnetic transformers. Suitable transformers (only true magnetic transformers, not electronic transformers or converters) can be found from a variety of retailers, including 110220Volts.com, DVDOverseas and 220-electronics. When powered by transformers, your lights will be fully functional, including the modeling lamps. When operated at 50HZ, recycle times will be about 15% longer than the stated recycle rates for operation from 120VAC 60HZ power lines.
To operate a single AlienBees™ B400 or B800 or White Lightning™ X-Series X800 unit, we recommend a minimum 300 Watt transformer. To operate an AlienBees™ B1600 or a higher-powered White Lightning™ X-Series unit, a 500 Watt transformer will allow faster shooting rates without danger of blowing fuses in the transformer. To operate three or four light units, we recommend a minimum 750 Watt transformer. If you are operating higher-powered flash units or shooting heavily, a 1000 Watt to 1500 Watt transformer will give you more freedom from blowing fuses. Fuses are easily replaced in these transformers in the event you overload them by rapid shooting rates.