Cynosure FDA approval sign of the times for cosmetic devices
7 August 2012
Following the recent approval by the FDA of the over-the-counter Cynosure device for treating facial wrinkles, Sagentia's Peter Luebcke discusses the benefits of CPG companies positioning their devices as medical rather than cosmetic devices.
The recent approval by the FDA of the over-the-counter Cynosure device for treating facial wrinkles is a sign of the times for cosmetic products. This approach rewards both sides: Receiving approval from the FDA gives consumers confidence in the safety and quality of the product they are buying, and for the companies selling FDA approved products there is the benefit of being able to make more medical or physiological claims about their products that directly translate into visible improvements in the appearance of the skin. Such claims differentiate these biologically effective products from purely cosmetically marketed ones that have always been limited to the sort of lacklustre claims consumers have been repeatedly exposed to for decades.
To this end, Cynosure’s collaboration with Unilever is one of several in an expanding family of ventures that show the importance of technologically differentiated products in the beauty care industry. Our projects at Sagentia are also demonstrating this changing approach. Other formulation-company/device-company joint ventures that typify this trend include L’Oreal and Clarisonic and P&G and CyDen. The trend also emphasises the importance of developing an overall brand ‘bundle’ which contains a spectrum of products ranging from topical formulations to therapeutic or diagnostic devices.
Dr Peter Luebcke, Consumer Sector Manager, Sagentia