Newa


EndyMed is launching a mini-version of a doctor’s office treatment as a take-home device.

The new product, called the Newa, is slated to launch at Bergdorf Goodman and Neiman Marcus for holiday, priced at $450.

The Newa gives both retailers access to the latest Food & Drug Administration-cleared antiaging device. The product uses EndyMed Professional 3Deep technology, previously relegated to the dermatologist’s office, to stimulate collagen production with the aim of creating tighter and younger-looking skin. To use it, people need to pile on a layer of a Lift Activator Gel, and then move the device, which heats up and needs to be plugged in, in circles around areas of the face. The Newa hits both Bergdorfs and Neiman’s online in the first week of December, and is expected to roll into stores in early 2017.

“The home device is just a miniaturized version of the professional technology,” said EndyMed North America chief executive officer Amy Kamin. “This offers something that is obtainable to that person who doesn’t want to spend…$5,000 for results from the doctor’s office.” Israel-based EndyMed, which is behind the Newa, makes radio frequency devices that focus on things like tightening, acne scar reduction, cellulite reduction and fractional resurfacing.

“Many people want to have their antiaging or rejuvenation programs at home or want to continue with what they’re doing in [the dermatologist’s] office at home, so this is sort of the first-generation of skin tightening technologies,” said dermatologist Neil Sadick, who helped to develop the Newa and also has worked on other take-home skin-care devices. “There are six electrode pins — that’s part of the 3Deep technology — that’s what ping-pongs the energy and allows for a very even, homogenous distribution of the energy…if I tell you the secrets about antiaging, it’s about protecting your skin, it’s about turning over your skin cells, it’s about stimulating collagen…it’s about adding volume to your skin,” he said.

The Newa, according to Sadick, tackles item three — collagen stimulation.

“We’re always looking for tools and devices in the beauty tool category that, from a technology standpoint, offer something different,” said Kelly St. John, vice president and divisional merchandise manager for Neiman’s. “Our customer is educated, and I think more and more our customer is looking for ways to get the same results at a spa or a med-spa at home.”

The technology is what brought Bergdorf’s in, too, according to Pat Saxby, vice president and divisional merchandise manager at the luxury department store. “We have a good track record with selling at-home devices,” Saxby said. “It was the technology, radio frequency…it’s the first device approved for at-home use, it’s really comfortable to use, it’s easy and the before and afters on it are incredible.”

The product is already for sale in select markets outside the U.S., including China, and sold out 400 units on QVC in Germany in the first 30 minutes, according to Kamin. The device comes with the Lift Activator Gel, which on its own will retail for $39. Newa is also in conversations with other retailers, and is considering distribution with direct-selling networks and high-end spa channels, Kamin said. Sadick will also sell the device in his Upper East Side practice.

In the long-term, industry sources expect the business could grow to as much as $100 million in sales.

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