SOURCE: Home Skinovations

www.silkn.com

November 18, 2009 09:00 ET

Silk'n SensEpil™ Rolls Out National Television and Web-Based Advertising Campaign

Company to Reach Millions of Women Just in Time for the Holiday Gift Giving Season

YOKNEAM, ISRAEL--(Marketwire - November 18, 2009) - Silk'n SensEpil™ hair removal launches a pioneering and engaging Brand Response TV campaign that will run on television networks like E!, Lifetime, Fine Living, Oxygen, WE, Bravo, VH-1 Classic, Style and VH-1 as well as on the web. "We hope to inform all women in their twenties and above, on television and online, of this innovative, modern solution for dealing with unwanted hair," explains Tom Goslau, VP Marketing & Business Development for Home Skinovations, the creators of Silk'n SensEpil. The campaign began the week of November 9th and runs through the 2009 holiday season.

The 60, 30 and 15-second "See the Light" spots were created and produced by Suite Partners, Inc., a Chicago-based advertising and branding agency, Academy Award winning director Steve Hylén and Carpe Diem Productions. The commercials draw on a stylish, branded look and feel as they take viewers behind the scenes of a live Silk'n SensEpil photo shoot for a sneak peek at one of the most innovative and new breakthroughs in beauty. On set viewers are treated to an insiders perspective on what is fast becoming known as "the new killer app to make unwanted hair disappear." As each of the spots comes to a close, customers are drawn to further action through a direct link to www.silkn.com and the company's 1-877-DO-SILKN toll free number.

"Even start-ups with genuine product innovation in the beauty and skin care industry today face unique marketing challenges," says Goslau. "We have to build brand equity and reach a broad sales audience, while working in a highly competitive environment of rapidly evolving broadcast and online mediums, as well as the continuing financial restraints today's economy places on companies and consumers alike."

Home Skinovations and its partners thus set out to pioneer this new form of advertising, "Brand Response TV" (BRTV) for use across several broadcast and online fronts. The techniques used to drive both desire and action in this new campaign leverage the sense of urgency used in traditional Direct Response TV (DRTV) but are presented with aspirational elegance normally associated with premium qualty brands. Graphics and design are then creatively used to reinforce the campaign's key "See the Light" message and click to purchase campaign.

Since launching the commercial campaign, visits to www.silkn.com have quadrupled. "We know our customers respond best to video, and so we developed a single commercial piece that could achieve most, if not all our goals," adds Goslau.

Priced at an affordable $499.00, this bright pink and aesthetically designed at-home hair removal device is available for purchase online at www.silkn.com and at other premium retail outlets like Sephora and Saks Fifth Avenue.

To learn more visit www.silkn.com or call 1-877-DO-SILKN (1-877-367-4556). You can also follow Silk'n SensEpil on Facebook and Twitter @SilknSensEpil, and watch exciting videos on the Silk'n SensEpil Channel at www.youtube.com/silknsensepil.

Silk'n SensEpil (http://www.silkn.com/) uses safe and innovative, FDA-cleared Home Pulsed Light™ technology, which leading dermatologists have clinically proven as the solution for the removal of unwanted hair in the privacy of one's home. Besides offering a superior solution for the removal of unwanted hair, HPL™ technology can treat a variety of other aesthetic applications such as skin rejuvenation and acne as well as cellulite, body shaping and tightening.

Home Skinovations Ltd. is a private company founded in Israel in June 2006, with a mission to develop, manufacture and distribute the safest and most effective home-use aesthetic devices and products. Silk'n SensEpil is the second product to be launched in the USA. Its team of skilled scientists, engineers and management and marketing executives have a successful track record of introducing innovative light-based and laser products to the global aesthetic devices market.

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