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Today's Flight to Quality

By: David Suzuki
Posted: October 26, 2009, from the November 2009 issue of Skin Inc. magazine.
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Everyone has been humbled in this economy, and as a result, has an entirely new appreciation for science and efficacy. This is not to say people no longer like ideas, concepts and philosophy. On the contrary, this is all part of the marketability of a product or service. The simple fact of the matter is that this is now an era where there’s no flexibility to risk not having the vital evidence of direct science that supports a new technology you are considering purchasing and implementing into your business.

There are two different kinds of technology companies: those that can supply you with real science, education and evidence that their technology performs in the way they market it; and those that claim theirs does exactly what their competitors’ equipment does. There is no shortage of copycats, and companies will go to great lengths to conjure up creative stories about their length of time in business, their history, and claims that they were the original, the inventor, the first and so on. However, it does not take a genius to pick out these companies and quickly determine that most of the information they’re trying to feed you just does not make sense.

When you are making a technology investment, make sure you are working with an organization that can show you a patent number, a letter from a university or similarly nonbiased clinical study pertaining to the specific device that proves its science, articles that have been written and published on the technology, educational seminars the company puts forth on its theory, industry peer referrals, and of course, professional referrals. Accept nothing less in your flight to quality—and as a smart investor.

Marketable longevity

To a degree, the immediate marketability of a technology device includes a mishmash of attributes ranging from the latest scientific studies to the equipment being a favorite of Hollywood’s darling of the month. However, at the end of the day, there must be some basic marketable properties for that technology to have longevity.

One such attribute already discussed is science and efficacy. Science and efficacy gives a technology, regardless of how trendy it may be, a permanently recognized place in the future of your business. Microcurrent is a good example of this, as it was first brought into the U.S. esthetic market in the early 1970s and continues to be a hot trend today. Through science and efficacy, some technologies become mainstays in the marketplace and create for themselves a fruitful future in the industry.

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