P&G said that it had made the investment because the technology was a proven, non-invasive, energy-based solution that consumers can use easily at home. The device is set to be marketed under the P&G family of skin care products and will be co-branded as Syneron's elos technology. "This is an example of our corporate open innovation strategy, which we call Connect + Develop," said Shekhar Mitra, P&G's vice president for research and development, Personal Beauty Care "This helps us bring to market faster at better value, products that make a meaningful difference to the lives of the consumer." Until now Intense Pulse Light (IPL) technology has been widely used in spas, where it has become a popular means of fighting aging, without having to undergo invasive treatments such as plastic surgery or dermal fillers. In 2006 it was estimated that approximately 60 million non-invasive anti-aging treatments were carried out in the US. The technology, which was developed by patent-holder Dr. Schimon Eckhouse and physicist Dr. Michael Kreindel, is claimed to simultaneously harness bi-polar and optical energies to overcome the safety and operating limitations that, until recently, has meant other IPL therapies have had to be carried out by professionals. The elos technology is said to penetrate the dermal layer deeper than similar IPL technologies, allowing for a more effective means of treating wrinkles and tightening the skin, achieved by stimulating the skin's molecular structure. "We believe that this new partnership, fueled by our proprietary elos technology, positions us optimally for leading the mass commercialization of energy-based, home-use devices while creating significant value for our customers and shareholders." Dr. Eckhouse said. "This collaboration will also benefit our professional customers by increasing the consumer awareness of the benefits of elos and energy-based devices," he added. The move to invest in the technology comes just days after P&G announced that its Gillette division was making a major investment in light-based hair removals technology to develop its depilatory business. That agreement means the firm will invest a total of $1.5m in the Palomar company as a means of developing and commercializing its laser-based hair removal technology for home-use. Likewise, another company recently launched a light-based anti-aging laser treatments for home use. Called Rejuvawand and produced by Light Dimensions, it relies on red lasers to stimulate collagen growth and improve skin structure.