Clarisonic

Clarisonic is getting customers excited for its newest launches by offering them credit for old devices.

The cleansing tool brand, which has sold more than 10 million devices in the U.S., is launching the Mia Prima, a newly updated cleansing device, and the Mia Smart, a multifunctional tool that cleans, massages, allows for makeup application and, as its name suggests, pairs with an app.

Industry sources estimate the launch of Mia Smart will do more than $50 million at retail in the next six months.

“[Clarisonic is] still the number-one beauty device brand in the world, so we have the biggest market share,” said Elisabeth Araujo, president of L’Oréal Beauty Devices. “It’s completely functioning to our strategic objective, which is to use Clarisonic as a way to bridge the gap of efficiency between classical formulations and more professional procedures.”

The Mia Prima and Mia Smart retail for $99 and $199, respectively, and will launch on Aug. 8 at clarisonic.com, with a full retail rollout to Sephora, Ulta and QVC by Sept. 5. The devices will also be available on Amazon, where Clarisonic’s offerings have been named best-sellers.

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“Amazon applies to the consumer behavior regarding devices,” said Araujo. “People are expecting to find Clarisonic there and they’re searching for the product. People are expecting to have the product when they want it and that’s what Amazon makes possible.”

On Thursday, Clarisonic will launch a program that will allow customers to mail in their existing devices in exchange for a credit to use toward the purchase of a Mia Smart. Clarisonic is extending the offer to accept devices from competitor brands. Customers will receive a $25 gift card upon filling out a form online for their existing devices, which Clarisonic will recycle. The program will run until Sept. 4.

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