Electronic Retailer - July 2011 - 26

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

our Facebook pages. And, what you’ll find are people getting their questions answered within one day.” Dr. Rafaeli believes his company’s stellar product guarantee policy and customer service operations have helped the no!no! sales to prevail despite a sluggish economy and a relatively high price point. “If we’re so successful today, imagine what would happen when people start feeling much better about their economic situation?”

“We have very strong intellectual property and very strong patents. And although we don’t own the knowledge of how to sell to consumers, we know we do it well.”
was especially gratifying. “Receiving the Product of Year award was in a class of its own, because it came from the consumers. You can’t influence that,” he contends. Radiancy accepted the award alongside such prominent brands as Proctor & Gamble, Gillette and SC Johnson. “We are by far, the smallest company receiving this,” which has put the company on a higher plane. He adds that since they began promoting the award, he’s seen a boost in response from consumers. medical technology competition is virtually non-existent, specifically in hair removal, acne removal and wrinkle reduction categories. “We are happy if there’s competition because when there’s competition, the market opens up,” he says. “Just to understand the size of the market, we’ve sold 2.5 million units,” Dr. Rafaeli continues, “for us, that’s less than 1 percent penetration and there’s nobody that even comes close to us in what we have done.” Furthermore, when you compare other direct response products on the market, you’ll find much higher penetration rates. In some ways, it’s both a blessing and a curse to be the only player in the market. “The products we sell are not similar to anything else other people are selling out there, he points out. “There’s no other solution that provides long-lasting hair removal. There’s no other solution that removes pimples within a day.” Although the market includes various products that remove pimples, according to Dr. Rafaeli, those products claim results occur between 30 and 60 days. “We tell you that you can use no!no! Skin, and they will be gone tomorrow.” Over the years, Dr. Rafaeli has seen beauty products come and go from the marketplace like a revolving door. “We hope others are going to come around and use the same kind of marketing channels because it actually helps us,” he says. But for now, Dr. Rafaeli will concentrate on Radiancy’s current successes, which includes effective multichannel marketing. As he puts it, “We have very strong intellectual property and very strong patents. And although we don’t own the knowledge of how to sell to consumers, we know we do it well.”

Product of the Year
Radiancy and no!no! have certainly captured the attention of the beauty industry. In 2011, the brand earned Consumer Survey of Product Innovation’s “Product of the Year” award in the At Home Beauty category. The survey, conducted by TNS, was based on the votes cast by nearly 60,500 consumers. Although Dr. Rafaeli says his products have received many accolades and awards over the years, this recent honor

Welcoming New Competition
A lt houg h Dr. Ra faeli relishes R ad ia nc y ’s c u r rent suc c e s s , he admits it’s also difficult when the

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Electronic Retailer - July 2011

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