Wired for 21st Century Beauty

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So many electronic devices are essential in the home, in the car and on the job. Consumers are becoming addicted to digital communications as well as digital dispensing of beauty treatments. Beyond the phones, tablets and earphones, beauty on-the-go is just as essential. Laser hair removal, digitized weight loss bands and deep dermabrasion appliances indicate that consumers want at-home treatments—after they leave the dermatologist, dentist or stylist.

When consumers travel, all their wellness tools, implements and devices can be transported. Portable beauty devices are so prevalent that consumers want to own more than one. Expert tools for grooming, pruning and cleansing have been made portable and compact.

Beauty has become digitized…from electronic toothbrushes and flossers to portable teeth whitening devices. Makeup tools and appliances are also high tech. For haircare there are more portable wands, curlers and dryers. Make room on the shelf for other wired appliances. For instance, for facial cleansing there are tools that deeply clean, resurface and allow for deeper penetration of products. For anti-aging, sonic devices steam, hydrate and purify pores. For fitness, your customers monitor success with a computer watch or heart monitor. Consumers want the convenience of dispensing natural beauty formulas in a technological apparatus. This is a modern and measurable approach to health and beauty. Wired, high tech beauty systems are spreading into all types of distribution channels. Some of these items have become moderately priced. Other items are still high-end, but the carrying cases, batteries and related products are very merchandisable…it’s the 21st Century.

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Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skin care and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning.