Electronic Retailer - July 2011 - 22

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Say Yes! Yes! and Affordabl
Radiancy Inc. President and CEO Dr. Dolev Rafaeli on the record about bringing low-cost, innovative technology to the masses, offering stellar customer service and welcoming new competition
STORY BY VITISIA PAYNICH PHOTOS BY ROGER HAGADONE Electronic Retailer sat down with Dr. Rafaeli to learn more about Radiancy’s success in the direct-to-consumer market, the emphasis on customer service and why he believes competition is good for his business. to patients. However, the market soon evolved, and the company began offering its technology to dermatologists and then later to medical spas. Today, Radiancy’s technology can be found in approximately 25,000 physicians’ offices and medical spas in 55 countries around the globe. These machines sell for up to $50,000. In 2003, Dr. Rafaeli says the company wanted to take its technologies directly to the public and sought approvals from the U.S. Food and Drug Administration (FDA), as well as with its international counterparts, which included Europe, South America, and countries Australia, Japan and Korea. The idea was for consumers to achieve the same efficacious results one would receive from a dermatologist or other trained professional, by doing it themselves for a fraction of the cost. When Radiancy Inc. decided to take its aesthetic dermatology technology into the consumer marketplace in 2004, the company knew it wanted to get it right from the start. “What we tried to do when we went to the consumers was to maintain a few things,” notes Dr. Dolev Rafaeli, president and CEO of Radiancy Inc. in Orangeburg, N.Y. “The first thing was we needed to make sure that the consumer products we came up with actually worked.” Next, the products must be userfriendly. “We wanted the devices to be simple so that when the consumer brought them home, he or she didn’t need to go through the calibration and safety testing that physicians go through in the office with our larger professional devices,” he explains. Thirdly, the products had to be affordable. Those three key elements became the basis for the company’s no!no! product line. According to Dr. Rafaeli, “when we launched with hair removal, we became the No. 1 hair removal device in every market we entered.” In fact, no!no! consistently ranks among the top beauty products listed in both the IMS and Jordan Whitney reports.

Early Technology
Founded in 1998, Radiancy Inc. began as a privately held medical device company that specialized in aesthetic dermatology technology for the professional and clinical market. At the time, the company concentrated on marketing and selling technology solutions designed specifically for physicians, who provided services such as skin rejuvenation, collagen renewal, hair removal and other cosmetic procedures. Dr. Rafaeli notes that during that time, plastic surgeons exclusively provided aesthetic dermatology treatments

“Before 2006, we didn’t know anything about DRTV and since then, we’ve been using it in every market we operate in.”

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Electronic Retailer - July 2011

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