China plugging in to electronic beauty

[Photo provided to China Daily]

Electronic beauty devices might still be a relatively new thing in China, but sales have been picking up in recent years.

As they become the latest sensation in the market, Clarisonic, one of the pioneers in the field, recently introduced its new offering Smart Profile Uplift to Chinese consumers.

The product is based on nine years of research done by L'Oreal's research and innovation center in collaboration with the Mechanobiology Institute and the Institute of Medical Biology in Singapore, the Institut Langevin and the Denis Diderot University in Paris.

It combines a patented sonic frequency with a cleansing brush head and a silicon massage head, which is said to have skin firming and uplifting benefits. L'Oreal says that it takes about 12 weeks to see the difference.

Initially launched in the United States and designed for Caucasian skin, the product has taken different features like varying brush heads to cater to different skin types, says Robb Akridge, co-founder of the brand, who was trained in immunology.

With only five engineers and scientists, the label started with facial beauty devices with a unique frequency for opening and cleaning the pores. It soon become popular after Oprah Winfrey recommended it on her show in 2007.

After being bought by the French cosmetic giant L'Oreal in 2011, the brand has developed internationally. It now holds more than 40 patents — from the handle, the material, the color and the motor.

"When you want the brand to be global, you need different resources and distribution. The main thing is to get the product all over the world, which L'Oreal is very good at, no matter if it's a lipstick or a shampoo," says Akridge.

The US remains the biggest market for the company, followed by Western European countries, Japan and South Korea. China is catching up fast as people's awareness of sonic beauty devices has been rising, says Akridge.

"The Chinese market is so dynamic and it's growing so fast. There are now different ways to reach people. We need to raise awareness and give people an easy way to purchase it."

Akridge says the company will continue to extend the product line, exploring new frequencies and science technologies.