Shedding the light on beauty

CORINTH – A company better known for building circuit boards has gotten into the business of beauty.
Gary Mitchell, president of Innovative Circuits Inc. in Corinth, has created a new division within the company called the M&D Group Inc., focuses on product design and development.
And M&D has launched its first product, called the Facial Secret.
The device uses LEDs – light emitting diodes – to help smooth wrinkles and other minor skin blemishes, company officials say.
“What it does is use red and yellow LEDs to eliminate wrinkles and fine lines,” said Mitchell, who also serves as president of M&D.
Users hold the Facial Secret device, which has 24 pulsing ultra-bright lights, in front of their face for five minutes.
“We’ve always talked about diversifying the business, but I don’t think we really thought we’d go this route,” he added with a chuckle.
But having worked with LEDs in the high-tech part of the business, Mitchell wondered if there were other applications.
The company conducted several years of research, and came across information about light therapy treatment. It even found out that NASA had used light therapy for its astronauts.
Mitchell concluded that his company could provide a device to consumers.
It’s not the first light therapy treatment device on the market, but M&D thinks it has a winner on its hands. The company is targeting high-end spas and beauty salons to serve as retail distributors for Facial Secret.
Jim Usery, the company’s sales and marketing chief, said several samples of the photo-frame-sized Facial Secret were sent out to test the product.
“We just wanted to know that it worked like we thought it would, and we got very positive response,” he said.
In fact, Renee Glover has sold several of the Facial Secret units to what she calls “very satisfied customers.”
Glover owns Oleta’s Dream Styles in Atoka, Tenn., a small town in west Tennessee.
“I believe in getting what you pay for, and we tried it out for six months before we decided to sell it,” Glover said.
Using the device for the recommended five minutes regularly provided dramatic results, she said.
“People started coming in and started commenting about how my face and skin were looking,” she said. Others in her salon also tested Facial Secret and got similar results.
In January, she began selling the device, which retails for $350.
That may seem a hefty sum, but Glover said she hasn’t received any complaints, and some customers have set up a layaway plan.
Those are the kinds of testimonials Mitchell and Usery have been hearing since launching the product.
“I wasn’t too sure of it myself until I used it, and it’s worked,” said Usery. “And if it can work on me, it can work on anybody.”
The lights stimulate skin cells, producing collagen and elastin, Mitchell said.
“Your skin pores get smaller, which makes your skin get smoother, and those fine lines and wrinkles just disappear,” he said.
The LED light therapy also helps with acne and speeds sunburn recovery, Usery said.
Results vary, but most users will see improvement within two weeks, Mitchell added.
Glover said similar devices are available for sale but aren’t as effective.
“I also had one customer who was paying $1,200 for light therapy at a skin specialist for her rosacea, but she got the Facial Secret for $300,” Glover said. “There’s a money-back guarantee and it’s something you can keep at home forever. I think it’s a product that’s worth it.”
Mitchell hopes that’s the case. If the Facial Secret becomes a hit, M&D will look at other product applications for LED technology, as well as alternative energy generation and storage applications.

Contact Dennis Seid at (662) 678-1578 or dennis.seid@djournal.com.

 

Dennis Seid/NEMS Daily Journal