Generation ‘beauty expert’

It’s thanks to technology advances by leading beauty device manufacturers, such as HoMedics, that the latest home-use devices can match salon services in terms of results and safety. Spa and salon treatments such as microdermabrasion and intense pulsed light (IPL) hair removal can now be easily performed in the comfort of your own home with long-lasting and permanent results. This development takes the home spa a step beyond cosmetic pampering.

HoMedics have long been pioneers in the electrical home-device category. They first launched shiatsu massage cushions in 1987, to bring the Asian cultural tradition of relaxation and wellness to the European and US markets. They continue to create innovative, time and space-saving home spa products from the Foldaway Foot Spa to their best-selling massage seat ShiatsuMax2.0. The company moved into professional-grade treatments with the launch of one of the industry’s first at-home IPL hair removal systems in 2010. In 2015, the brand entered the professional exfoliation category with Radiance Microdermabrasion, a home-use skin rejuvenation device with results comparable to professional treatment.

HoMedics continues to lead in both categories, with its fourth-generation IPL device the Duo Salon, launching in January 2017. It features active cooling technology, a first for home-use devices. “This is standard salon practice that we can now extend to the at-home consumer through new technology that directly cools the treatment head for a more comfortable experience. It also delivers two flashes per second, so it’s faster than any other home-use device currently on the market,” reveals Colin Pickard, head of marketing at HoMedics.

Science of the Duo Quartz

The growth of these new at-home treatment categories has re-energised the electrical beauty device sector with a positive outlook set to continue. Global sales for at-home devices totalled $1.9billion in 2015, according to the Kline 2015 Beauty Report, with an estimated future value of $3 billion by 2020.

Mr Pickard attributes growth to the increasing demand for cost-effective and time-efficient alternatives. “These beauty devices have universal appeal across multiple demographics from busy mums to working professionals with limited time, who appreciate convenient and easy home-use. Increasingly, these devices have also been embraced by younger, technically savvy consumers,” he says.

Engagement and interaction with this audience is key. The millennial generation have mastered make-up artistry from online tutorials, so there’s an established mindset of beauty treatments in the home that extends to professional treatments. If you look at any high-ranking blogger or vlogger’s feed, there is likely to be a gadget demonstration and review. Influencers are aware this type of content makes for interesting viewing, which can also prove rewarding for brands.

HoMedics products may be highly technical, but our consumer’s sense of relaxation and wellbeing is as equally important to us

“We provide educational content in video format with clear instructions to help consumers get the best results. But we know from our consumer research that third-party content is also important,” explains Mr Pickard. “It is a highly researched category with a longer, more considered journey to purchase. When spending over £200 on a product, consumers want to know that it works, not just from reading our brand content, but also by searching blogs and reviews that validate their purchasing decision.”

Also convincing is the cost-per-use comparison between home-use devices and salon treatments. For IPL hair removal treatment in multiple areas, including full legs, full arms, underarms, bikini line, face (chin and upper lip), over a recommended six sessions, salon treatment would cost in excess of £1,600, compared with a lifetime supply of treatments by Duo Quartz priced at £249.99.

To ensure HoMedics products deliver on the promise of professional-grade results, efficacy and safety, the company works with experts in salon-grade practice and manufacture. “We run two independent trials to ensure fool-proof systems that deliver professional results,” says Mr Pickard. For the Duo IPL system, the independent clinical trials confirmed significant hair reduction within 12 weeks and permanent prevention of hair regrowth within 12 months. Equally impressive results were achieved with the Radiance Microdermabrasion system. After just three weeks, skin is left over 70 per cent firmer with an improved ability to absorb moisturiser increasing hydration, leaving skin looking and feeling smoother and healthier.

Yet due to the brand’s wellbeing heritage, visible results are not the only focus.

“HoMedics products may be highly technical, but our consumer’s sense of relaxation and wellbeing is as equally important to us,” says Mr Pickard. This emphasis on beauty and comfort in the home aligns with the current trend for hygge, the Danish practice of cosying up and relaxing with home comforts. This export from the happiest country in the world encompasses any activity considered good for the heart and soul, from relaxing in front of a fire to entertaining friends or restorative beauty treats. The perfect hygge spa? A night in on the sofa, a box set at the ready, the HoMedics Eye Revive Massager on hand and both feet blissful in bubbles in the HoMedics Foldaway Foot Spa.

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Homedics product

The Duo Quartz: master your own permanent hair removal with the handheld system by HoMedics, £249.99

The Duo Quartz IPL home device for the face and body emits an unrivalled 300,000 pulses of light. Targeted at pigment in the hair follicles, it disables the hair growth cells so hair sheds naturally. Repeat every two to four weeks for long-lasting, smooth results. The advanced fluorescence technology (AFT) allows the consumer to tailor precise and gentle treatment for different areas of the body and skin tones. The quartz lamp, a technology favoured by dermatologists, ensures consistent light emission over the life of the product.

The Radiance Microdermabrasion: salon radiant skin is only a few minutes away with HoMedics microdermabrasion system, £225

The advanced diamond-tip exfoliator and vacuum-suction massage dislodges and removes dead skin cells, dirt and pollution. Treatment also stimulates the blood flow and reveals fresh, radiant skin with a reduction in the appearance of fine lines, wrinkles, pigmentation and old acne scarring. With four settings, it’s perfect for use on the face, neck and hands, and suitable for all skin types. Treatments take on average five minutes and are recommended once or twice a week.