Meet the LED Device Consumer
The ideal consumer for the LED mask is, of course, anyone
looking to diminish the signs of aging around the eyes, but
by creating a hands-free, single-phase, Instagrammable
mask, Dr. Gross and Abrams tapped into the demands of
older and younger consumers alike, as well as men.
Abrams noted that while men buy just a portion of the
brand’s masks, it is likely that women may be
purchasing the mask for their husbands
and boyfriends, or even share their
masks with their significant others.
While the SpectraLite EyeCare Pro
LED Device is modestly priced relative
to some other LED devices, the product
still sits firmly in the prestige space.
Higher-end consumers, who may also be clients
of Dr. Gross’ clinics, might use the device for
maintenance between treatments, while others
may use the mask as a primary component of
their at-home ritual, said Abrams.
In order for a mask to prove its worth,
it must deliver results beyond those
provided by topical products, said
Abrams. In fact, she explained, the mask
can actually enhance the penetration of the
topicals used after LED treatment.
The device must also offer convenience, Abrams
reiterated. As a result, the LED mask offers a short
treatment time, is wearable and is easily incorporated
into consumers’ daily routines, helping to prevent product
abandonment. Finally, she said, the LED mask has a “cool
factor,” making it ideal for Instagram selfies.
As of press time, the SpectraLite EyeCare Pro LED Device
is exclusive to Sephora.com, but will eventually roll out
to brick and mortar stores, the spa channel and global
What’s Next in Devices?
While current product development focuses
on efficacy, ease of use and prevention of device
abandonment, Abrams explained that future
iterations could prompt consumers regarding
aspects of their beauty routines or even offer
insights on products.
She added that claims will become more powerful
and that devices will promise ever-faster results. As
wearable technology expands, other sectors could see
activity, including in the hair health and regrowth areas.
Devices may also become more directly tied to
specific topicals, creating new synergies within
treatments and new functionality, as well as
opportunities for brands to drive product sales. n
The SpectraLite EyeCare
Pro LED Device is designed
for at-home use.