What were Nuon’s first steps in the devices segment?

Alain Dijkstra: The company has been active in light therapy for more than 20 years. We started out in the field of teeth whitening, and having seen the effects, we moved into the medical and clinical markets. The technology’s impact on hair growth, wrinkle reduction, psoriasis, herpes, anti-aging is impressive… I’d say there are five or six major treatments possible simply with light therapy.

At the time you manufactured stand alone devices?

Yes, that was the core of our activity for the last 17 years or so. We offered light therapy via masks, beauty and medical devices but also other functions, such as heating, vibration, galvanic… Our tools were designed as an add-on to a cosmetic treatment, but they had never been incorporated into the cosmetics packaging itself to enhance the formula’s performance. Nuon’s ‘big idea’ is coupling device and formulation, meaning that our technology becomes an integral part of a cosmetic product. We analyze what the brand’s end-goal is in terms of visible results with their ingredients; do they want a long-term effect or an instant result? And we apply the technology best suited to amplify the message they want to deliver.

Can you patent the concept?

Because it’s so new, we try to secure a patent whenever we can. Over the last eight months, we’ve gotten close to 49 utility patents and 135 design patents.

In addition to light, what other technologies are you developing?

Basic heating technologies are a focus: direct heating using ceramic, for example, far infrared and near infrared, carbon heating... Then there are cooling technologies via metal, zinc or aluminum alloy, or direct fan cooling. PEMF (post electromagnetic frequencies) is used to boost collagen in the skin, while galvanic and other electronic treatments enhance the skin’s muscles for better absorption. Vibration technologies include acoustic vibration for enhanced blood flow stimulation and ultrasonic that is more geared to skin cleansing.

Which therapies have the most potential?

I believe light is the most effective and beneficial modality for human skin. A short lifting effect is easily attained using galvanic, for example, but it’s not suitable for long-term effects. Light therapy can help reverse the signs of aging if used daily.

Is your focus only on skincare? What about makeup?

Sun protection formulas are our current priority with a sunscreen line and sunscreen detection line set to launch within the next few months. After that we’re embarking on technologies for make-up, including those for lip color and haircare. There is no area in formulation that we won’t cover!

How are beauty brands reacting to Nuon’s offer?

The hardest part is making brands understand that we are not competitors. In the past, brands’ marketing teams questioned the logic of selling a device when their skincare product is basically formulated to offer the same result. For us, the device isn’t something that will function on its own, it’s a solution to enhance the brand’s offer.

We target brands ranging from mass market retailers to high-end luxury players and this is reflected in our price positioning: our devices begin at $2-$3 per modality to a maximum cost of $8-9. Each modality comes at an additional cost, of course.

How sustainable can these solutions be?

We look at it this way: in today’s market, the consumer can buy a refill or can choose not to—there is really zero motivation beyond their desire to be more sustainable. The beauty of our solutions is that they can be developed to be rechargeable: the device plugs into the product, so the consumer will repurchase the product refill and continue using the technology. So adding this component can encourage refill purchases. It’s the little push the consumer needs.

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