brand awareness - 20th anniversary
The year of 2012 has been a big one for theUK, first theQueen’s Diamond Jubilee and then theOlympics held in London, but it’s also a big year forUKmanufactured brandCACI International, as they celebrate their 20th year in business.
The story began in 1992 when Dean Nathanson saw an opportunity to break into the beauty industry with a system that had previously only been used as a medical and physiotherapy technology. Today, the CACI system is well known in the beauty industry as the non- surgical face lift.
Originally developed by Dr ThomasWing in the US, the CACI system was used for treating Bells Palsy (facial paralysis). CACI International’s founder, Dean Nathanson, saw a gap in the market to launch the system in the UK.
CACI Fact File
• CACI International supplies over 6,000 of the world’s leading beauty salons, health clubs, Destination Spas and Day Spas.
• Some of CACI’s prestigious clients include the Four Seasons, Ritz Carlton, Dove Spa and Red Door.
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In the 20 years that CACI has been in business, it is estimated that they have sold over 10,000 systems.
• There are currently four systems thatmake up the CACI range, which includes CACI Classic, CACI Quantum, CACI Ultra and CACI Ultimate.
• All CACI systems are manufactured in the UK factory.
Dean worked in legal practice and his girlfriend at the time, Eileen, was working as a nurse for a dermatology clinic on Harley Street. In the clinic they worked with the original CACI system, as invented by DrWing.
“To cut a long story short, the firm Eileen was working for decided to close their UK operation and open up in Spain,” remembers Dean. “Eileen didn’t want to go to Spain and had told me very excitedly about this machine she had been working with.
“Eileen and I decided to approach the US and ask whether they would be interested in us distributing the system in the UK. Years later what I found out was that the US company were quite a small entity, so they went yes, great, fantastic.”
Initially Dean attempted to take the CACI Mk1 system on a similar route and began by pushing it as a physiotherapy device for muscle rehabilitation, but he found that physiotherapists in the UK were not particularly forward thinking at the time and were much more used to hands-on treatments.
breaking beauty
Dean could see that this was a machine with potential; it could be used to lift and tone the facial muscles of those suffering from Bells Palsy, so he hit upon the idea of launching it as a cosmetic
device.And so, later in 1992, the CACI non-surgical facelift was launched.
celebrity favourite
Today, the CACI system has an enviable celebrity following, including the likes of Madonna, Jennifer Lopez, Barbara Windsor,MartineMcCutcheon,Michelle Collins and Cliff Richard, most of whom can be seen endorsing the systems on CACI’s adverts.
Going right back to the beginning, Princess Diana was one of the first celebrities, along with Cliff Richard, to really believe in the results that the CACI system could offer. “Princess Diana was actually photographed coming out of a treatment clinic in Knightsbridge and it made the front page of the news around the world,” says Dean.
This kind of celebrity exposure helped CACI immensely. “We started getting calls from companies all around the world to say that they were interested in the
system.At this point we went back to DrWing in the US, explained how many queries we had had from around the world and he responded by saying they weren’t involved in the cosmetic side of things, allowing us to handle it and granting us world distribution rights outside of the US.”
1992 - CACI International are granted exclusive UK distribution for the CACIMk1 system. CACI International go on to launch the systemas a cosmetic treatment for beauty salons.
1994 - It is revealed that Princess Diana is having CACI treatments,making front-page news around the world.
1996 - CACI International is granted worldwide distribution rights for CACI system and between 1996 and 1998 distributors in 22 countries are appointed.
1998 - DrWing retires and CACI International purchase intellectual property rights for the CACI system.A UKmanufacturing facility is set up in Peterborough.
1999 - CACIMk2 is launched (later renamed CACI Classic) featuring a more contemporary appearance, computerised programs and touch screen.
90 GUILD NEWS
Dean Nathanson
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