The latest weapon in the battle against wrinkles doesn’t come in a jar.
Palomar Medical Technologies Inc., a developer of cosmetic laser and intense-pulsed light devices for professional use, has introduced a $499 over-the-counter laser.
The handheld PaloVia Skin Renewing Laser is the first device to be cleared for home use by the FDA to reduce fine lines and wrinkles around the eyes, brand executives noted.
PaloVia was introduced Dec. 27 in a 10-minute television spot on QVC and on qvc.com. Nordstrom will launch it later this month in 13 top doors and its Web site, according to a spokeswoman for the retailer. It’s targeted at women in their early 40s through age 65.
Cheri Botiz, Nordstrom’s national beauty and fragrance director, said, “Our customers are always asking for the latest innovation in beauty, so we are [pleased] to be the first fashion specialty retailer to offer the Palovia Skin Renewing Laser.”
The QVC presentation exceeded sales goals, according to Joseph Caruso, president and chief executive officer of Palomar.
PaloVia uses a microbeam of concentrated light to irritate deep layers of the skin and trigger the production of collagen. In a clinical trial, 92 percent of participants had visible improvement after applying the fractional laser once a day for 30 days, the company said. Maintenance requires use twice a week thereafter.
“We’re tricking the skin into thinking it’s been injured and needs to repair the collagen,” said Dr. Robert Weiss, director of the Maryland Laser, Skin and Vein Institute, speaking at a Palomar investor presentation Thursday in New York.
While the FDA clearance applies only to the eye area, the laser could also be used to reduce acne scars, lighten brown spots, and extend the effect of Botox injections, Weiss said.
“The market potential for these types of devices is powerful,” commented Alisa Beyer, founder of The Benchmarking Co. beauty research and consulting firm. “More companies are creating at-home versions of popular in-office treatments because women are totally open to this concept, and our studies show a high demand for at-home devices.”
Palomar directs that the laser be applied in half-inch intervals along wrinkles. An automatic shut-off device prevents users from activating more than 25 scans in an eight-hour period.
The product’s rollout is slow to ensure production at headquarters in Burlington, Mass., can meet demand, said Nancy Teumer, global marketing director.
“We’ve had a very positive response from retailers, and when we have the product you will see it on the market,” she said. “We don’t want to open a channel and then disappoint because we can’t deliver the product.”
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty