Tria Beauty, Inc. is expanding its at-home laser device business into the anti-aging category.
The brand’s Age-Defying Laser, which retails for $495, marks the third skin care category Tria plays in, which to-date has included laser hair removal and acne. Recently cleared by the FDA for the treatment of multiple signs of facial aging, the Age-Defying Laser is the first clinically proven device to treat multiple signs of facial aging on the entire face.
Results conclude that 95% of study participants saw significant improvement in overall appearance; 92% agree the Age-Defying Laser is more effective than creams and serums; 85% reported more radiant, youthful looking skin and 76% experienced significant reduction in fine lines and wrinkles.
Full results can be seen in 12 weeks when the device is used five days per week, the company said. There are three treatment levels and best results can be seen when skin is treated at the highest level. Visible results can be seen in as little as two weeks.
Kevin Appelbaum, Chief Executive Officer of Tria, said that the company’s DNA lies in its technology.
“Our founders were a team of scientists who had been developing laser applications for dermatologist for 15 years. We look at what is happening in a physician’s office and where new laser applications are being deployed and bring them to consumers.”
Tria launched its first laser product, Hair Removal, in the U.S. in 2008 via ecommerce on triabeauty.com. A year later it added QVC to its distribution mix; in 2010, Tria added Bloomingdale’s and in 2013 Tria began to scale up distribution significantly via a new deal with Sephora. Today, Tria is rolling out into new Sephora stores every quarter and will add the new Age-Defying Laser there, too. In addition, Tria devices are sold in Macy’s, Barneys New York and Ulta. Admittedly, the brand is still very early in its retail business and future growth in these accounts—by both assortment and door count—is on the agenda.
But the U.S, which is its largest market, was not its first market. The Tria Hair Removal Laser was first sold in Japan in 2005. In Korea, Tria’s second largest market, Tria operates a shop-in-shop in retailer Galleria in Daejeon. Last month, Kevin said, Tria was the second best-selling beauty brand in there, behind Chanel.
In Asia, particularly in Japan and Korea, consumer skin care consumption is three and a half to four times that of the U.S. consumer.
“Combine that with the fact that the laser light category didn’t exist there before 2006. Consumers overall there are very receptive to innovation around devices and high price point products. They are very responsive,” Kevin explained.
A second shop-in- shop is planned for March in Seoul within retailer Hyundai.
In Europe, Tria is sold in the U.K., in stores including Space NK, Selfridges, Harrod’s and Harvey Nichols. In 2013 the brand expanded to the Middle East and Chile.
Interestingly, Tria launched its first product in the U.S. just months before the economy took a significant hit.
“We launched in the U.S. in May 2008 and then the wheels came off the economy in September. The economy has been down for a long time, up until last year. But what is the consumer alternative to our products? There’s going to the doctor office multiple times for $4,000 to $5,000. Or, they can buy Tria for $450. So in a bad economy we provided an alternative that people could afford,” said Kevin. “Skin care spending doesn’t gyrate as the economy goes up or down, what changes is where they spend, whether they trade up or down.”
The privately-owned company, which is based in San Francisco, has been realizing annual growth of 35% to 45% each year, and Kevin expects that to continue in the next three years, at least. “We just launched the Age-Defying Laser and anti-aging accounts for two-thirds of all consumer skin care spending. We are still in very early development of our top accounts, such as Sephora in the U.S. We are also planning to open one new door a quarter in Korea and build on that success. Our business model is to launch two new products a year, so there will be more new product news coming. This industry thrives on innovation.”