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New technology means smooth skin without shaving
The iPulse technology delivers a short, intense pulse of filtered light into the skin to disable the future growth of each hair at its root. The light which is not reflected off the skin scatters beneath the skin’s surface and is absorbed in the melanin in the hair follicle. The amount of light is carefully controlled so that the hair follicle heats up just enough to refer heat to the cells at the base of the hair shaft, preventing them from re-growing hair without affecting the skin. This provides effective, virtually pain free permanent hair reduction in around 6-12 treatments.

Collaborative development
The iPulse technology originates from technology first developed at the University of Swansea 15 years ago to treat children with birthmarks. During their work on the treatment of the skin with light, the scientists realised that this technique could also suppress the growth of hair.

Medical device company CyDen was set up to exploit the IPL technology, and has been very successfully supplying the professional market for a number of years. The company also wanted to address the consumer market and began to develop a prototype for home use.

CyDen introduced the early stage prototype product to Boots Centre for Innovation, which is based at the Institute of Life Science at Swansea University and is a partnership between Alliance Boots, the Institute and Longbow Capital. The Boots Centre for Innovation team quickly realised that this product was a fantastic opportunity as it addressed a major consumer market and offered what every woman wants: permanent hair reduction.

Meeting a consumer need
Research by Boots identified the tremendous market demand for hair removal products. It found that the average woman in the UK spends some £3,618 and 61 days removing unwanted hair over her lifetime and, more importantly, that 80 per cent of them would remove hair permanently if they had the chance.

A course of IPL permanent hair reduction in a salon on full legs, armpits and bikini line – the areas most women want to remove hair from, according to the research – could cost in excess of £3,000. The market appeal of a product able to provide IPL hair removal in the home was clear – and there was nothing else available which could provide this. Boots therefore had the opportunity to revolutionise the hair removal market by offering a truly innovative product.

BCI’s role in the development
The Boots Centre for Innovation team, together with the developers CyDen, began by carrying out consumer research to understand how best to position the unique product in the market, as light technology is a very new concept for at home use. Having ascertained this, further research was carried out to quantify the potential demand and investigate price elasticity for a consumer product using IPL.

Once the product application had been finalised, the Centre team worked with developers CyDen to optimise the technology for consumer use. This resulted in a small, affordable device that was easy to use in the home.

Eighteen months after Boots Centre for Innovation first investigated the iPulse technology, the new product – now called Boots Smooth Skin – was launched onto the market and is available in larger Boots stores across the UK. Sales are exceeding all expectations and all parties are delighted with the results.

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