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Submission: On October 07 via api from US — Scanned from DE
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MARLA BECK ON HER PLANS FOR HYDRAFACIAL PARENT COMPANY BEAUTYHEALTH
A key part is the launch of a new and first clinically-backed Hydrafacial
booster, Hydralock HA Booster.
By Kathryn Hopkins Plus Icon
Kathryn Hopkins
Senior Editor, Beauty
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* Marla Beck on Her Plans for Hydrafacial Parent Company BeautyHealth
View All
October 1, 2024, 1:00am
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Hydralock HA Booster Courtesy
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As Bluemercury founder and beauty industry veteran Marla Beck approaches the
one-year anniversary of leading BeautyHealth, she’s underway with her plan to
improve profitability.
Beck had been on the board of Hydrafacial parent company BeautyHealth for a
little over a year when she was asked to step in as interim chief executive
officer in November 2023, taking over from Andrew Stanleick, who departed as the
company grappled with restructuring charges related to device upgrades. In
March, her tenure as CEO was made permanent.
Since then, she has been working to address the slower-than-expected recovery in
device sales, including offering providers lower-priced device options and
additional financing solutions.
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BeautyHealth’s net revenue came in at $90.6 million in the second quarter, down
23 percent from a year ago, with growth in consumer sales offset by a
slower-than-expected recovery in device sales, which at the time Beck put down
to macroeconomic pressures, particularly outside the U.S.
Beck is looking to offset that and reignite growth by focusing on efficacy and
potentially a move into products.
This starts with clinically-backed innovation in the form of a new Hydrafacial
booster, Hydralock HA Booster, a proprietary blend of triple hyaluronic acid
complex, vitamin B5 and fruit extracts to be used in conjunction with its
Hydrafacial device, which sucks gunk out of pores.
According to a study commissioned by the company, the booster is clinically
proven to increase hydration by three times, while the formula helps plump and
firm the skin, and reduces the appearance of wrinkles by 63 percent after one
treatment.
“It is our first clinically proven booster,” said Beck in an interview during a
launch event at Dangene Medical Spa in New York City. “That’s one of our major
strategies — to elevate and invest in the science. There’s a lot of confusion
between clinical and consumer perception. There are a lot of brands saying
they’re doing clinicals that are doing consumer [perception studies], which
never used to happen in the past.”
Marla Beck Kathy DeNinno Photography
Beck, who sold Bluemercury to Macy’s Inc. in 2015 for $210 million, believes the
importance of clinical studies is twofold: Consumers are more savvy than ever,
and the ecosystem is full of aestheticians, doctors, plastic surgeons and
dermatologists who also want demonstrable results.
“The doctors are scientists,” she said. “They want real results for their
patients, so that ecosystem is critical for us. Also, for our own edification we
want to know that when we invest in something new for Hydrafacial that we’re
getting real results.”
That’s not to say consumer perception is not important. In fact, BeautyHealth
also carries out those studies, which Beck described as important because that’s
how someone feels and what they see instantly after the treatment.
Altogether, Hydrafacial now has 15 boosters, some of which are partnerships with
the likes of JLo Beauty and Dr Dennis Gross.
“You’ll see us continue to launch partnerships and clinically proven boosters,”
she said. “Our strategy is med tech meets beauty. We have the device, which is
important, but it’s the solutions that are going through the device that
actually elevate the treatment and give us the results.”
Another key part of the strategy is building a network of advocates, like Paris
Hilton, who boasts 27 million followers on Instagram. She’s had her own
Hydrafacial device in her home spa for two years Beck said. The company is
working with Hilton to build consumer awareness for Hydrafacial and the new
booster via social content.
It’s also gearing up to take a group of influencers to the Nevada desert for a
so-called “torture test” where they will be performing skin hydration tests
before and after a Hydrafacial.
Another part of her strategy is thinking about retail product opportunities when
it comes to white space as Hydrafacial does not have its own line of skin care
products. “There is a ton of white space for this company, which is intriguing,”
she said.
At the same time, Beck is studying the 120 patents the company has made in its
27-year history to look for further opportunities.
While her background is more in beauty retail, Beck noted how the lines between
retail, products and treatments are becoming increasingly blurred.
“It’s interesting how L’Oréal has joined up with Galderma so we’re seeing the
two industries — beauty and medical aesthetics — really merge,” she said. “Some
day if you’re a major beauty company, you’re going to play in the whole range of
treatments. You have to because your consumer is getting them. They’re not
separate anymore. It’s not — you go to your derm for one thing and your
aesthetician for another and the beauty shop for another thing.”
For its part, Hydrafacial has a partnership with Sephora. “It’s the first
introduction that a lot of women in their 20s or even teens have to Hydrafacial
and there’s a lot of companies watching medical aesthetics and thinking how they
play in it.”
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These cookies are necessary for the website to function and cannot be switched
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These cookies do not store any personally identifiable information.
* ENSURE SECURITY, PREVENT AND DETECT FRAUD, AND FIX ERRORS 524 PARTNERS CAN
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fraudulent activity (for example, regarding advertising, ad clicks by bots),
and ensure systems and processes work properly and securely. It can also be
used to correct any problems you, the publisher or the advertiser may
encounter in the delivery of content and ads and in your interaction with
them.
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* DELIVER AND PRESENT ADVERTISING AND CONTENT 525 PARTNERS CAN USE THIS SPECIAL
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Certain information (like an IP address or device capabilities) is used to
ensure the technical compatibility of the content or advertising, and to
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* SAVE AND COMMUNICATE PRIVACY CHOICES 328 PARTNERS CAN USE THIS SPECIAL
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signals (such as a string of characters). This is necessary in order to
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* IDENTIFY DEVICES BASED ON INFORMATION TRANSMITTED AUTOMATICALLY 504 PARTNERS
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Your device might be distinguished from other devices based on information it
automatically sends when accessing the Internet (for instance, the IP address
of your Internet connection or the type of browser you are using) in support
of the purposes exposed in this notice.
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PERFORMANCE COOKIES 624 PARTNERS CAN USE THIS PURPOSE
Performance Cookies
These cookies allow us to count visits and traffic sources so we can measure and
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* MEASURE CONTENT PERFORMANCE 369 PARTNERS CAN USE THIS PURPOSE
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Information regarding which content is presented to you and how you interact
with it can be used to determine whether the (non-advertising) content e.g.
reached its intended audience and matched your interests. For instance,
whether you read an article, watch a video, listen to a podcast or look at a
product description, how long you spent on this service and the web pages you
visit etc. This is very helpful to understand the relevance of
(non-advertising) content that is shown to you.
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* DEVELOP AND IMPROVE SERVICES 554 PARTNERS CAN USE THIS PURPOSE
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Information about your activity on this service, such as your interaction
with ads or content, can be very helpful to improve products and services and
to build new products and services based on user interactions, the type of
audience, etc. This specific purpose does not include the development or
improvement of user profiles and identifiers.
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FUNCTIONAL COOKIES 503 PARTNERS CAN USE THIS PURPOSE
Functional Cookies
These cookies enable the website to provide enhanced functionality and
personalisation. They may be set by us or by third party providers whose
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* UNDERSTAND AUDIENCES THROUGH STATISTICS OR COMBINATIONS OF DATA FROM
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Reports can be generated based on the combination of data sets (like user
profiles, statistics, market research, analytics data) regarding your
interactions and those of other users with advertising or (non-advertising)
content to identify common characteristics (for instance, to determine which
target audiences are more receptive to an ad campaign or to certain
contents).
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* CREATE PROFILES TO PERSONALISE CONTENT 224 PARTNERS CAN USE THIS PURPOSE
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Information about your activity on this service (for instance, forms you
submit, non-advertising content you look at) can be stored and combined with
other information about you (such as your previous activity on this service
or other websites or apps) or similar users. This is then used to build or
improve a profile about you (which might for example include possible
interests and personal aspects). Your profile can be used (also later) to
present content that appears more relevant based on your possible interests,
such as by adapting the order in which content is shown to you, so that it is
even easier for you to find content that matches your interests.
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TARGETING COOKIES 479 PARTNERS CAN USE THIS PURPOSE
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may
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relevant adverts on other sites. They do not store directly personal
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device. If you do not allow these cookies, you will experience less targeted
advertising.
* ACTIVELY SCAN DEVICE CHARACTERISTICS FOR IDENTIFICATION 127 PARTNERS CAN USE
THIS SPECIAL FEATURE
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With your acceptance, certain characteristics specific to your device might
be requested and used to distinguish it from other devices (such as the
installed fonts or plugins, the resolution of your screen) in support of the
purposes explained in this notice.
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PERSONALISED ADVERTISING AND CONTENT, ADVERTISING AND CONTENT MEASUREMENT,
AUDIENCE RESEARCH AND SERVICES DEVELOPMENT 799 PARTNERS CAN USE THIS PURPOSE
Personalised advertising and content, advertising and content measurement,
audience research and services development
* USE LIMITED DATA TO SELECT ADVERTISING 633 PARTNERS CAN USE THIS PURPOSE
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Advertising presented to you on this service can be based on limited data,
such as the website or app you are using, your non-precise location, your
device type or which content you are (or have been) interacting with (for
example, to limit the number of times an ad is presented to you).
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* CREATE PROFILES FOR PERSONALISED ADVERTISING 507 PARTNERS CAN USE THIS
PURPOSE
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Information about your activity on this service (such as forms you submit,
content you look at) can be stored and combined with other information about
you (for example, information from your previous activity on this service and
other websites or apps) or similar users. This is then used to build or
improve a profile about you (that might include possible interests and
personal aspects). Your profile can be used (also later) to present
advertising that appears more relevant based on your possible interests by
this and other entities.
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* USE PROFILES TO SELECT PERSONALISED ADVERTISING 503 PARTNERS CAN USE THIS
PURPOSE
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Advertising presented to you on this service can be based on your advertising
profiles, which can reflect your activity on this service or other websites
or apps (like the forms you submit, content you look at), possible interests
and personal aspects.
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* USE PROFILES TO SELECT PERSONALISED CONTENT 197 PARTNERS CAN USE THIS PURPOSE
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Content presented to you on this service can be based on your content
personalisation profiles, which can reflect your activity on this or other
services (for instance, the forms you submit, content you look at), possible
interests and personal aspects. This can for example be used to adapt the
order in which content is shown to you, so that it is even easier for you to
find (non-advertising) content that matches your interests.
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* MEASURE ADVERTISING PERFORMANCE 738 PARTNERS CAN USE THIS PURPOSE
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Information regarding which advertising is presented to you and how you
interact with it can be used to determine how well an advert has worked for
you or other users and whether the goals of the advertising were reached. For
instance, whether you saw an ad, whether you clicked on it, whether it led
you to buy a product or visit a website, etc. This is very helpful to
understand the relevance of advertising campaigns.
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* USE LIMITED DATA TO SELECT CONTENT 135 PARTNERS CAN USE THIS PURPOSE
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Content presented to you on this service can be based on limited data, such
as the website or app you are using, your non-precise location, your device
type, or which content you are (or have been) interacting with (for example,
to limit the number of times a video or an article is presented to you).
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