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 products 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 CyDens 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

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product that delivers on its promise in an intuitive and elegant way. As a result of the in-depth ethnographic research carried out by Seymourpowells 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 doesnt 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 its 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

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About Seymourpowell the shape of things to come Seymourpowell is one of the worlds 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 UKs 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.

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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. CyDens 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.