Seymourpowell announces details of its design work for the new Smooth Skin PLUS from Cyden iPulse, the permanent body hair reduction system. For more information, go to seymourpowell.com and blog.seymourpowell.com/2011/11/boots-smooth-skin-plus/

1. PRESS RELEASE
Seymourpowell unveils new handset design for Boots Smooth Skin PLUS
London, UK, September 2011 – leading global design and innovation company
Seymourpowell is pleased to announce details of its design work for the new Smooth Skin
PLUS from Cyden iPulse, the permanent body hair reduction system (retails exclusively through
Boots, as ‘Boots Smooth Skin PLUS'). Seymourpowell worked with the team at CyDen Ltd, a
British beauty and health company specialising in the application of light in-home beauty
treatments that developed state of the art iPulse technology, to design the handset and help
refine the base unit.
Seymourpowell was tasked with creating a new generation light therapy product for hair
removal, based on the first generation technology, to launch in Boots. The aim was to further
drive the category growth in light based hair removal by inspiring ‘desire, confidence and ease
of use’ with the beauty-involved consumer. The device was also to be positioned within the face
care and body care categories, as a more premium product than the first generation device.
The main objective of the brief was to explore insights relating to how consumers used the first
generation iPulse device as a permanent hair reduction system. Another element was to
explore the world of light based therapy for skin in the salon/ spa context, to uncover insights
that could inform and inspire the new product’s design. Seymourpowell considered factors such
as ergonomics, storage, the length of the cable, buttons, lighting, volume and navigation on the
interface, value and general consumer appeal. Seymourpowell wanted to ensure that the new
design was perceived as a premium beauty device with visual language that evoked the ideas
of luxury, spas and pampering.
Matthew Cockerill, Associate Design Director at Seymourpowell comments: “This is the kind of
project we love doing at Seymourpowell - taking a genuinely innovative technology and
embodying it in a product that meets the needs and desires of the user as well as of the
business. We spent a lot of time trying to understand how users interacted with the previous
generation product by carrying out ethnographic research that uncovered key insights. These
insights allowed us to develop the next generation product with fundamental ergonomic
improvements. We spent a lot of time in our workshop developing and refining prototypes of the
handset. We also worked closely with CyDen’s engineering team to deliver the final product to
the market. Overall it was a great team effort and rewarding to work on such a genuinely useful

2. /cont
product that delivers on its promise in an intuitive and elegant way.”
As a result of the in-depth ethnographic research carried out by Seymourpowell’s design team
of the first generation ‘Smooth Skin’ device, the new ‘Smooth Skin PLUS’ unit is fundamentally
more ergonomic than the original first generation device.
This unique light therapy technology means users no longer have to endure the chore of
shaving or waxing which can leave skin inflamed, with unsightly and prickly hair re-growth. The
clinically-proven system works by producing an intense pulse of light which is absorbed by your
skin and hair shaft. This disables the hair follicles so the hair doesn’t grow back. As hair grows
in cycles, each area will need treating weekly for typically 6 – 12 treatments to get best results.
‘Smooth Skin PLUS’ gives permanent hair reduction, the treatment is virtually pain free and it’s
significantly cheaper than salon treatments. A course of IPL permanent hair reduction on the
armpits, full legs and bikini line in a salon could cost in excess of £3,000.
Stuart Jones, Director of Development at CyDen comments: “Seymourpowell came up with
some real insights into the ergonomics, handling and design of our product that have made a
significant improvement to our second generation product taking it to the next level. In addition,
they were able to meet our extremely challenging schedule whilst being flexible and responsive
to our changing needs”.
Smooth Skin PLUS by iPulse is now available exclusively in Boots stores throughout
the UK and on boots.com, priced at £399.99.
***ENDS***
For further information contact:
Tim Duncan or Hettie Rous
PR, Seymourpowell
Email: tim.duncan@seymourpowell.com or hettie.rous@seymourpowell.com
Tel: +44 (0) 20 7386 2369

3. /cont
About Seymourpowell – the shape of things to come
Seymourpowell is one of the world’s leading design and innovation companies.
Founded in 1984 by Richard Seymour and Dick Powell, the London-based group of
award-winning designers has produced some of the ‘milestone’ products of the last two
decades.
Seymourpowell is currently the UK’s number 1 design company (YouGov, Nov 2010).
Seymourpowell is currently 85 people, combining a design studio, research centre,
materials library and prototyping workshop.
Seymourpowell has a unique holistic approach to design and innovation, which
combines in depth experience and up to date intelligence about people, markets and
businesses. The company has the ability to forecast and interpret the vital implications
of behaviors and work out future scenarios to give its clients the confidence and
reassurance they are making the right decision.
Seymourpowell is skilled in exploiting ideas that create real value and always look to
move clients forward creatively. Seymourpowell is not just a company of visionary
thinkers, but future ‘doers’. Ultimately, Seymourpowell is about making things better:
better for people, better for business and better for the world.
Specialisms include design innovation, transportation design, ethnographic user
research, strategy and new product development (NPD), trends and forecasting,
product design and development, 3D structural design and 2D graphic design.
About CyDen Ltd.
CyDen is the leading developer of innovative products for light-based beauty and health
treatment. CyDen was founded in 2002 in Swansea, Wales, by four renowned pioneers
in light-based treatment. Over 30 years ago, Professor Marc Clement realised the
potential of light based therapy by accident, after passing a laser over his hand and
noticing that the hairs did not grow back. He has led innovation in this field ever since.

4. /cont
Clement and his team first developed a patented ‘square pulse’ technology for use in
professional (clinics and spas) markets. This “Intense Pulsed Light” (IPL) product
offered permanent hair removal, which was a safer version of light therapy than laser.
CyDen’s first product for home use was the successful iPulse, a hair removal device for
use at home which uses the same clinically-proven technology as our range of
professional salon products. It is designed to provide an alternative to painful waxing,
laser, shaving or epilation. And it works as a way of becoming hair free forever.