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Benefit Gets Into Laser Facials With BenefitSkin

Benefit is betting on lasers. The beauty company, which has been actively expanding beyond color cosmetics as of late, is rolling out a new laser facial service called BenefitSkin. The treatment soft-launched this month in San Francisco, with plans to expand nationally throughout 2019 and 2020. “Customers are much more open to new tools and technologies,” said Sigrun Graeff, Benefit’s senior vice president of global services. “Clients today don’t wait until they are at a certain age to use a superpower cream or a service. Clients of all age groups are interested in getting the best they can get.” A look at BenefitSkin’s treatment room in San Francisco.  Courtesy Image Benefit offers 20 services to about eight million customers per year, according to Graeff. She declined to offer a sales projection, but industry sources predict that BenefitSkin could generate up to $100 million in sales annually once rolled out. BenefitSkin uses a mild laser — a YAG that emits 1,064 nanometers of light — that reaches down into the dermis to target redness and jump-start collagen production. The procedure, $75, takes about 20 to 30 minutes and has zero downtime, which means clients can have it done in the middle of the day — a similar

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