epilators to home waxing to heat and light therapies from companies including Radiancy (no!no!), Remington/Spectrum Brands
(ILight Pro) and Home Skinovations (Silk’n), to name just a few. In
addition, there’s P&G’s Gillette Venus Naked Skin, an intense pulsed
light hair removal system, which has yet to reach the US market.
The largest application in the device category is cleansers, which represents a healthy 35% of the market, according to Kline. Here, Clarisonic
remains the clear leader, but more mass marketers are joining the fray.
In August, for example, P&G rolled out the new Pro-X by Olay
Microdermabrasion + Advanced Cleansing System, which offers both
treatments in one unit and performance that P&G says rivals more
The Olay device has three speeds; the first two allow for daily gentle cleansing or daily deep cleansing and can be used with the Facial
Cleansing Brush and Pro-X by Olay Exfoliating Renewal Cleanser to
renew skin’s texture for a more even complexion. The third speed is
designated for a microdermabrasion foam head and a topical Thermal
Crystal Polisher. This setting can be used up to two times a week (on
non-consecutive days), according to the company. For enhanced
tone improvement, P&G suggests users incorporate the Pro-X by
Olay Tone Correcting Protocol, a three-step regimen that includes
moisturizers for day and night, Anti-Oxidant Sunscreen Sheer Daily
Moisturizer Broad Spectrum SPF 35 and Brightening Cream, and a
specialized treatment called Spot Fading Treatment.
Revlon, too, has a new device, adding a silicone facial brush kit to
its Revlon Spa Collection. The Revlon Silicone Facial Brush kit has a
non-invasive cleansing method designed to clean pores by drawing
out impurities deep below the surface. The silicone bristles are gentle
to the skin and clean without causing irritation. In addition to the
silicone brush there are five interchangeable attachments designed to
clean, exfoliate and promote circulation for luminous and toned skin,
according to Revlon, which is selling the unit at Ulta for $24.99.
Additionally, Conair has rolled out True Glow, a new collection of
professional-quality beauty care appliances that includes a Sonic Face
Brush. The brush head operates at 300 oscillations per second, and is
gentle enough to be used as part of an everyday cleansing regimen,
according to Conair. The set includes two brush heads for face and
body, and the device features an automatic timer that tells users when
to move to another area of the face.
The True Glow device, which costs about $100, is available at
Walgreens, and some industry observers believe its presence at the
pharmacy chain will serve as a litmus test for the viability of less ex-
pensive, but still somewhat pricey skin care devices at mass outposts.
According to Doskow, the direct sales remains the strongest chan-
nel for devices.
“The direct sales channel dominates the market here in the US,”
she said, noting that devices often require a lot of information at point
of sale to close the deal.
As lower priced options look to chip away at Clarisonic’s leader-
ship position in the cleanser space, company officials in Remond, WA
are leveraging the Clarisonic brand name in other areas.
“Clarisonic is dedicated to continuously innovating products
backed by clinical evidence to provide skin care professionals and consumers transformative results in office and at home. We are always
looking to deliver products professionals and consumers need, and
there will be some exciting developments on the horizon,” Dr. Robb
Akridge, co-founder, SVP and global general manager of Clarisonic,
The firm’s newest product is the Clarisonic Pedi, which Akridge
said“extends our patented sonic technology beyond cleansing and fa-
cial care to provide a state-of-the-art treatment for the feet with a true
performance gap that can’t be achieved by manual treatment.”
According to Akridge, clinical trials support the immediate and
long-term effectiveness of the system, “making it the ultimate regi-
men to provide at-home foot care as well as professional pedicure
Specifically, the system delivered 10 times smoother feet than
manual buffing, 80% of women felt more confident barefoot and 91%
of women said their feet were rejuvenated, according to the company.
“It gently exfoliates and removes dead skin cells, smoothes rough
patches and helps keep dry flaky skin from building up to extend
the life of a professional pedicure as well as at-home foot care,” said
Extending the life of a professional
treatment is a key benefit of an at-home device, according to in-the-know dermatologists who have
relied on professional technologies
to deliver anti-aging benefits to
their patients. And as seen across
the entire beauty category, anti-aging claims are heating up in at-home devices.
One of the newest anti-aging de-
vices in the marketplace is the Pure
Rayz by Baby Quasar, a FDA-cleared
Beauty touts the
Me smooth hair
Pro-X by Olay Microdermabrasion +
Advanced Cleansing System delivers two treatments in one device.