Philips announces Middle East launch of advanced hair removal system for home use

Philips today announced the Middle East launch of Lumea, a proven effective Intense Pulsed Light (IPL) depilation solution that grants women the ultimate beauty wish; to feel free from unwanted hair and have perfectly smooth skin everyday. The product was launched at a press conference held at Galeries Lafayette in Dubai.

Having a slimmer silhouette, longer lashes or smooth, hair free skin are often the top three beauty wishes for women. The launch of the new product is set to change women’s beauty routines and will give them the freedom of knowing that they can wear any of their clothes without having to check for stubble.

Philips Lumea uses Intense Pulsed Light, the latest advanced technology used by the professional beauty industry for hair removal – adapted for use at home. Philips Lumea brings this effective technology directly to homes in a safe and easy to use, handheld product that removes unwanted hair - before it appears – preventing stubble or regrowth.

Gentle pulses of light are applied directly to the hair resulting in the follicle going into a resting phase and shedding naturally. A simple and gentle treatment once every two weeks prevents new hair from growing back ensuring beautifully smooth skin all year round.

John Smith, Vice president and Commercial leader, Philips Consumer Lifestyle, Middle East and Africa, commented: “Philips has been working with leading dermatologists Dr. med. Paul Berretty (Catharina Hospital Eindhoven, the Netherlands) and Prof. Dr. med. Peter Bjerring (Director Mølholm Private Hospital, Denmark) for almost 7 years in the field of light based hair removal and these relationships, alongside a real desire to have this product available for home use by consumers has led to the development of Lumea. With the Middle East launch of Philips Lumea, women in the region can now use a proven, safe and effective hair removal system from the comfort of their own home. Five adjustable light settings ensure a gentle and optimum treatment across a wide variety of skin tones and hair colours whilst an integrated UV filter and advanced safety controls provide maximum protection for skin.”

Expensive courses of salon laser treatments, painful waxing sessions, short term results and unsightly reactions like in-growing hairs and shaving rashes can now be a thing of the past. Consulting US dermatologist Vic A. Narukar says of this development: “In my practice, patients are always requesting an easier solution for hair removal. I think Lumea is an accessible, easy to use tool that is safe and effective for at-home use.”

Lumea is available from beginning of April with a retail price of AED 2,499.