On Our Radar: The At-Home Beauty Tool Revolution

Why's that? Consumers want to take care of beauty needs at home, on their terms, on their time. They don't want the hassle of booking recurring appointments and they don't want to pay to have someone do for them what they can do for themselves.

These consumers want the facts without the fluff.

PROFESSIONAL HERITAGE, MODERN ATTITUDE

Iluminage Beauty is a joint venture between powerhouse global consumer products company, Unilever, and Syneron Medical, an expert in aesthetic-medical appliances. This unique partnership brings together deep consumer knowledge plus cutting-edge aesthetic technology to Iluminage Beauty, a pacesetter in beauty devices.

Iluminage Beauty's mē brand recently underwent a full redesign, modernizing the look, tone and feel, while targeting an untapped segment of the beauty tool market—the young, educated and beauty-obsessed. mē speaks with consumers, rather than talking at them. Easy-to-understand, fun, light-hearted language breaks the barrier between the brand and the person—without losing the message of efficacy and professional technology. Joyful photography featuring multi-cultural models brings to life the idea that beauty unites people instead of driving them apart.

"mē has evolved into a full service beauty device line that targets all skin care concerns, from acne to aging," says Andrea DiNunzio, Chief Marketing Officer & General Manager of North America, Iluminage Beauty.

"Millennials are always looking for what's new and fresh; they demand products that truly do what they promise. We saw the opportunity to listen to this consumer, put them in the center of the brand and deliver on their needs."

Each well-considered product has a true reason for inclusion in the portfolio rather than being just another player in the field. Plus, "Syneron's 15 years of experience makes consumers confident that these are safe alternatives to use at-home," Andrea says. Iluminage Beauty's at-home permanent hair reduction technology stands out above the rest. This patented, proprietary technology, a combination of Intense Pulse Light (IPL) and Radio Frequency (RF), is the first and only at-home hair removal technology clinically proven and FDA-cleared to be safe and effective for all skin tones and the widest range of hair colors. Clinical studies show that users see up to 94% hair reduction— painlessly!

The mē product line includes the smooth permanent hair reduction system, which is ideal for treating the full body and smooth's little sister, chic, which is just as effective, but small enough to fit in the palm of the hand. That makes it perfect for use on targeted treatment areas including the upper lip, underarms and bikini area.

In early 2017, mē will launch a brand new permanent hair removal system, the sleek, twice as fast as the smooth in treating the whole body in just minutes. And did we mention it has unlimited treatments? So it's yours for life.

Then there's clear. The anti-blemish device that harnesses the power of blue light technology to banish breakouts. About 87% of users saw their blemish fade or disappear after only three uses per day.

Just launched last month is the bright eye illuminating device, which reverses the first signs of aging in just one week—thanks to the unique combination of red light and radio frequency. It delivers professional-level treatments and clinical-level results at home. And that looks pretty great from any angle.

Not all technology is electronic. The new glow beauty boosting pillowcase and eye mask promise to reduce bedhead, sleep wrinkles and fine lines. Each thread is infused with patented copper technology, bringing new meaning to beauty sleep.

Sound amazing? It is. What's more, they're all backed by clinical studies. Price points range from $25 to $299.

Q & A WITH ANDREA DINUNZIO, CMO, GM ILUMINAGE

CEW: Can you talk about Iluminage Beauty's distribution strategy?
Andrea DiNunzio: Our mission is to put the power to be beautiful in everyone's hands. We are retail agnostic and think about the business from the consumer's mindset. When we put the consumer at the center of our wheel we're able to give them a great product at a great price. By bringing unique and innovative solutions to the market, we feel we can be equally successful at Neiman Marcus, Nordstrom, CVS and our digital retail partners.

CEW: How important is education for your line, whether through service in-store or other avenues?
AD: While it is incredibly helpful to have high-touch service in the store, consumers have access to on-line education and are making decisions on their own. They're doing more research: looking for product information or how-to videos. We have invested in tools to provide a fun and informative way to get to know our brands online, on a mobile phone or in a store.

CEW: What will be the hero products?
AD: Our heritage is in permanent hair removal technology. But we expect over the next two years our portfolio will become more balanced as we expand into acne and anti-aging. We have a variety of products in the pipeline and are in a privileged position to be working with both the Unilever and Syneron R&D departments. We have some incredible products planned for 2017, and exciting ideas for 2018 and beyond.

About CEW
Cosmetic Executive Women, Inc. (CEW) is a global, nonprofit professional organization with 8,000 global members, both men and women, from over 2,250 companies in the beauty and related industries. CEW brings the beauty community together, at every stage of their careers, from every facet of the industry. CEW leads the conversation in beauty, addressing topics that are shaping the future of the industry and provides unparalleled access to industry influencers and thought leaders. CEW provides the connections, tools and leadership development resources to move careers forward. CEW recognizes professional achievement and innovation in the industry to inspire the next generation of leaders. CEW is based in New York City, and also hosts events for the beauty community in Los Angeles. Additionally, CEW has associated organizations in France and the United Kingdom. The CEW Foundation supports Cancer and Careers, a comprehensive program for people balancing work and cancer. For more information, log on to cew.org.
For more information on Iluminage Beauty and mē, contact Andrea DiNunzio, CMO, GM at [email protected].

SOURCE CEW

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