BW Confidential: Devices of the future
Peter Luebcke, Sagentia's Personal Care Sector Specialist, shares his view on the growth of devices in the beauty industry. Published in BW Confidential.
Cosmetic brands can reinforce their message and strengthen their offer by not only providing topical products, but by adding devices as part of an overall brand ‘bundle’. The device could be a diagnostic one that demonstrates the before and after effects of the products and guides the consumer on a particular product or regime. Such a branded diagnostic tool could be used by beauticians in-store to guide customers or, in the case of direct sales, by sales reps to trigger ‘service-enabled’ recommendations and sales.