L’Oréal to close Clarisonic

The multinational will focus on developing its own brand skincare devices through the Technology Incubator.

When L’Oréal acquired Pacific Bioscience Laboratories in 2011, the US maker of Clarisonic was the number one brand in the fast-growing US$1 billion global at-home skincare devices market with annual sales of US$100 million.

In addition to being the trendy new way to deep cleanse the skin, its patented sonically oscillating brushes and infusion technology across leading models such as the Clarisonic Classic and Clarisonic Mia were first-to-market.

Times have changed and an army of cleansing face brushes has hit the shelves at much lower price points.

In June, Clarisonic was also challenged with a proposed class action lawsuit in the US, claiming its products were unsuitable for use in the shower, bath or sink because of a waterproofing fault.

Over the past decade, the at-home skincare devices market has failed to live up to earlier predictions and Clarisonic sales have suffered.

L’Oréal will shutter the entire business, based in Washington, from September 30th. The multinational will slash prices of leading models by 50 per cent while stocks last.

The French giant is not abandoning the category and still owns the Clarisonic technology.

The company has been investing in its Technology Incubator, launched in 2012. Two of the division’s major developments have been the My Skin Track UV, a wearable sensor and app to measure sun exposure, and the custom-blended foundation tool, Le Teint Particulier.

Going forward, L’Oréal will focus on developing its own brand skincare devices through the Technology Incubator.

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