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The greatest categories of projected growth for handheld skin care devices are those targeting antiaging, acne and hair growth, according to Marc Maisel, vice president of marketing and sales for Light Dimensions. His company, which produces medical lasers, saw specific potential value in the esthetic antiaging category and launched its first device, the RejuvaWand, a year ago. Also in 2007, after 34 years spent manufacturing skin care devices for medical use, Bio-Therapeutic, Inc. chose to release devices for end-consumers.
While some device manufacturers like Light Dimensions have decided to retail equipment directly to consumers for home use—usually working in conjunction with skin creams and serums—others, like Bio-Therapeutic, market “crossover” devices to skin care and medical professionals. Bio-Therapeutic’s president, David Suzuki, says this enables professionals to provide instructional guidance to their clientele regarding the “smart technology” that is utilized by many home devices. Smart technology refers to electrical pulses such as microcurrents that assist in noninvasive facelifts, infrared light waves and more.
According to Hawkins, who recently helped produce the Carol Cole Company’s NuFace device, “25% of annual growth in sales of antiaging products and treatments are from baby boomers. Most are upper-middle-class women and men who believe 60 is the new 40 and are willing to use antiaging products to look and feel better.”