By Keri Algar

SYDNEY, NSW: The RRP $1,199 device is the first professional IPL hair removal system for home for Philips and enters a sparsely populated category.

At the Lumea's launch this morning in Sydney, Roni Robertson, marketing manager for Philips personal care, told that Intense Pulse Light (IPL) hair removal has doubled worldwide in the last year, accounts for a quarter of worldwide female depilation in value and is Australia’s fastest growing segment (currently it accounts for 16 per cent of the category).

IPL hair removal has a list of contraindications and safety issues that Philips has taken into serious and conservative consideration, said Robertson. This is why the Lumea is being sold exclusively through Shaver Shop, because they know their products well and take time with customers to explain the products with safety in mind. “We’re thrilled to be working with Shaver Shop,” said Robertson.

The Lumea features a specifically designed lamp for approximately 50,000 flashes (underarm, bikini and full legs depilation for 4.5 years), is fully cordless and rechargeable, a safety ring system to protect against unintentional light flashing, five adjustable energy settings, and an automatic switch off.

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The Lumea uses IPL applied directly to the skin to shed the hair and retard its growth, requiring treatments every two to four weeks. It was launched in Europe 18 months ago and has taken leadership position in the IPL category in Spain and France, according to Robertson. The device is being targeted at the 25 year old to 45 year old age market.