NEW YORK — The at-home spa movement may have a new bright spot — light therapy. Premium retailers such as Neiman Marcus, Nordstrom, and saksfifthavenue.com are adding light therapy devices that are said to halt the effects of aging. Some suppliers even think the technology could debut in mass market doors within the next year.
Over the past few years, Americans have performed many salon and spa treatments at home to save time and money. That trend has benefited sales of everything from artificial nails to pricy at-home skin care. Now, more consumers appear ready to combat wrinkles with more than just potions. Devices such as Clarisonic Skin Care, Perricone MD Light Renewal and Quasar Light Therapy’s Baby Quasar are garnering great attention online and at retail doors. And, some light therapy products are also targeting acne treatment, including Tanda at Sephora and Baby Quasar Baby Blue. It is estimated at-home skin care is a $30 million business. Quasar alone is seeing triple growth as it expands in retail doors, according to the company.
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“Fifteen years ago, aestheticians and dermatologists realized the benefits of light therapy,” said Chris Kramer, vice president of sales for Quasar Light Therapy. “After the FDA approved over-the-counter use for certain wavelengths, companies could go directly to consumers.”
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Research has shown that red and infrared light can be effective in stimulating the production of collagen, diminishing the appearance of fine lines, wrinkles and shrinking enlarged pores, firming and toning skin, increasing blood flow and reducing inflammation, redness and clearing acne.
Demand started for Quasar on the Internet, as part of the strategy created by company president Peter Nesbitt. High-end catalogues followed, such as Frontgate and Bliss World.
Retailers are now getting into the act. Most retailers are presenting light therapy items within the beauty department, especially in proximity to Clarisonic.
Among the benefits of Baby Quasar over competitors, Kramer said, is what she referred to as the superior medical technology associated with the tools, a five-year warranty that Quasar said exceeds its competitors and the fact the machines are made in the USA. The price point — suggested retail is $449 — isn’t turning away shoppers. “A failing economy actually means growth for our sales. It cost less money to own the tool than to visit the spa and pay for the treatment,” Kramer explained.
Many experts think the price point is achievable for specialty and department stores and that as costs come down, there will be a model priced around $125 that will fit in the mass market. The beauty of the category that one former retailer liked was that it yields margins of higher than 40 percent.