Electronic Retailer - July 2011 - 24

SAY YES! YES! TO NO!NO! AND AFFORDABLE BEAUTY

no!no! Enters the Marketplace
Radiancy introduced its first consumer product, the no!no! Classic, in 2004 to the market in Chile. This do-ityourself hair removal device features the patented Thermicon technology, which slows down long-term hair growth, and therefore, doesn’t require consumers to shave or wax for weeks. “We chose to launch in the markets through retail and very fast, we became one of the Top 5 products in every category,” notes Dr. Rafaeli. The product – now known as no!no! Hair – soon emerged as a top-seller around the world and to date, has sold more than 2.5 million devices. The company then unveiled no!no! Skin to the U.S. market, which is the first light-and-heat device to be cleared by the FDA for consumer use at home. “The clinical results are amazing,” says Dr. Rafaeli. “There is 81 percent improvement or clearance of acne

within one day.” He adds that the results are the same for everyone no matter what your age, ethnicity or skin type. Today, no!no! products occupy prime shelf space in retailers across the globe. Japan remains its biggest market outside the U.S. with distribution in 4,000 different retail stores throughout the country, followed by Western Europe. What’s

more, they can be found in many highend brick-and-mortar retailers such as Harrods in London, as well as Bergdorf Goodman and Henri Bendel in New York City. Wider distribution includes the UK retail chain Boots, and U.S.-based Bloomingdale’s, Neiman Marcus, and beauty chain Planet Beauty. Overall, Dr. Rafaeli says the company’s retail business encompasses about 20,000 stores. In addition, Radiancy opened its own retail kiosks in some of the countries.

Venturing into DRTV, Home Shopping
Radiancy broadened its customer reach by expanding into direct response television in 2006 with the no!no! brand. “The first DRTV exposure we had was in Spain, where we ran long form and short form with amazing success,” Dr. Rafaeli recalls. Later, he says, they extended into Portugal. In 2008, the company penetrated the U.S. airwaves with its no!no! infomercial. “Before 2006, we didn’t know anything about DRTV and since then, we’ve been using it in every market we operate in,” he points out. Radiancy ventured next into home shopping, which has generated tremendous brand recognition and sales. In late 2007, no!no! debuted on HSN and sold like gangbusters. In fact, during an appearance in February 2011, HSN featured a “today special” on no!no! products. “In one day, they sold 27,000 units at $250 each plus tax,” explains Dr. Rafaeli.
523324_IMS.indd 1

electronicRETAILER | July 2011

3/21/11 3:21:20 PM

Electronic Retailer - July 2011

Table of Contents for the Digital Edition of Electronic Retailer - July 2011