Appeal of skin care device market prompts L’Oréal USA acquisition of PBL

By Pooja Kondhia

- Last updated on GMT

Related tags Marketing

New York-based subsidiary L’Oréal USA is to acquire Clarisonic owner Pacific Biosciences Laboratory (PBL) moving in to the electronic at-home beauty devices market.

Clarisonic is an electronic skin care device brand owned by PBL established in 2001 that utilises sonic technology in all its products.

This is a strategic acquisition for L’Oréal​,” commented Frédéric Rozé, CEO of L’Oréal USA. “Devices are rapidly emerging globally as an important new skin care category. Clarisonic is successful and the fast growing premium brand in this segment​.”

Market boom

In a video interview​ conducted earlier this year, market research firm Kline’s industry expert Karen Doskow told USA that the electronic beauty devices market has experienced a dramatic 50 percent growth this year.

A recent report out by Kline also indicated that this emerging category has been valued at $1bn at the retail level in 2011 and is set to grow at an industry-leading rate over the course of the next five years.

PBL recently shifted its headquarters and manufacturing facility to Washington, expanding the production capacity of its Clarisonic products to distribute worldwide.

L’Oréal brings powerful marketing, distribution, and R&D synergy to the Clarisonic agenda​,” said David Giuliani, CEO of PBL.

The Clarisonic brand will be added to the cosmetics giant’s Luxe portfolio, benefitting from its worldwide presence, according to L’Oréal USA.

The merger, which is subject to approval from PBL shareholders, is expected to close at the end of this year.

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