Will the First Home-Use Laser Device Put a Wrinkle in Plastic Surgery or MediSpa Marketing?

By Stewart Gandolf, Chief Executive Officer

Healthcare providers and marketing professionals who deal with wrinkle removal, and skin care in general, will want to watch the promotional roll-out of a new home skin treatment. It’s already a crowded marketplace, but there are a couple “firsts” here that make this device a bit of a breakthrough.

This month, device manufacturer Palomar Medical Technologies released its home laser system, dubbed PaloVia. Medical device industry news reports say it’s the first-to-market, “FDA-cleared, at-home laser clinically proven to reduce fine lines and wrinkles around the eyes.”

The microfine laser device—similar in size and appearance to an electric shaver—was the subject of a clinical study in which dermatologists and plastic surgeons reported “a noticeable reduction in wrinkles in 92% of participants after one month of daily treatments."

The product, with a retail price of $499, is now being sold online and via QVC shopping channel. Nordstrom and other retail stores will reportedly have them available soon. And in the months ahead they will also be available through physicians’ offices.

All of that adds up to a formidable marketing splash and clearly an important new option in the highly competitive cosmetic wrinkle treatment market. It could be part of the competition, or it could become a product and treatment option for dermatology patients—available from their doctor. It’s worth watching as the introduction continues.

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