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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.”
electronicRETAILER | July 2011
Electronic Retailer - July 2011
Table of Contents for the Digital Edition of Electronic Retailer - July 2011
Electronic Retailer - July 2011
Table of Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Say Yes! Yes! To no!no!
Beauty Trends to Embrace – and Those to Avoid
Let the Data Do the Driving
Take the Right Route
Choose Your Team Wisely to Avoid Partners in Crime
Radio
Legal
Fulfillment
DRTV
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - July 2011 - Electronic Retailer - July 2011
Electronic Retailer - July 2011 - Cover2
Electronic Retailer - July 2011 - 3
Electronic Retailer - July 2011 - Table of Contents
Electronic Retailer - July 2011 - 5
Electronic Retailer - July 2011 - 6
Electronic Retailer - July 2011 - Calendar of Events
Electronic Retailer - July 2011 - Your Association, Your Bottom Line
Electronic Retailer - July 2011 - Industry Reports
Electronic Retailer - July 2011 - 10
Electronic Retailer - July 2011 - 11
Electronic Retailer - July 2011 - FTC Forum
Electronic Retailer - July 2011 - 13
Electronic Retailer - July 2011 - eMarketer Research
Electronic Retailer - July 2011 - 15
Electronic Retailer - July 2011 - IMS Retail Rankings
Electronic Retailer - July 2011 - 17
Electronic Retailer - July 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - July 2011 - 19
Electronic Retailer - July 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - July 2011 - 21
Electronic Retailer - July 2011 - Say Yes! Yes! To no!no!
Electronic Retailer - July 2011 - 23
Electronic Retailer - July 2011 - 24
Electronic Retailer - July 2011 - 25
Electronic Retailer - July 2011 - 26
Electronic Retailer - July 2011 - 27
Electronic Retailer - July 2011 - Beauty Trends to Embrace – and Those to Avoid
Electronic Retailer - July 2011 - 29
Electronic Retailer - July 2011 - Let the Data Do the Driving
Electronic Retailer - July 2011 - 31
Electronic Retailer - July 2011 - 32
Electronic Retailer - July 2011 - 33
Electronic Retailer - July 2011 - Take the Right Route
Electronic Retailer - July 2011 - 35
Electronic Retailer - July 2011 - Choose Your Team Wisely to Avoid Partners in Crime
Electronic Retailer - July 2011 - 37
Electronic Retailer - July 2011 - Radio
Electronic Retailer - July 2011 - 39
Electronic Retailer - July 2011 - Legal
Electronic Retailer - July 2011 - 41
Electronic Retailer - July 2011 - 42
Electronic Retailer - July 2011 - Fulfillment
Electronic Retailer - July 2011 - 44
Electronic Retailer - July 2011 - DRTV
Electronic Retailer - July 2011 - 46
Electronic Retailer - July 2011 - 47
Electronic Retailer - July 2011 - Member Spotlight
Electronic Retailer - July 2011 - 49
Electronic Retailer - July 2011 - Advertiser Spotlight
Electronic Retailer - July 2011 - Advertiser Index
Electronic Retailer - July 2011 - Classifieds
Electronic Retailer - July 2011 - 53
Electronic Retailer - July 2011 - Rick Petry
Electronic Retailer - July 2011 - Cover3
Electronic Retailer - July 2011 - Cover4
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