brand awareness - 20th anniversary
Towards the end of 1995 and into the beginning of 1996, the demand was becoming too much for the small supplier in the US. Dean bought Eileen out of the company and at the same time DrWing too, who was quite close to retiring. He then set up a factory in Peterborough and re-designed the machine to look a little more ‘sexy’with curves and a touch- screen.
developing CACI
So, the original system was doing well and Dean had done a lot of travelling since taking on world distribution rights, which had opened his eyes to lots of new technologies. From this, CACI International decided to bring out further versions of the CACI system with additional functionalities.
The first new system to be launched once CACI manufacturing was brought to the UK was the Futur-Tec, which was a treatment system for treating scar tissue, Acne and blemishes. This later evolved into the CACI Ultra, which combined the Futur- Tec with the original CACI system together in one machine.
Today, CACI International offer a core range of four systems: the CACI Classic, the CACI Quantum, the CACI Ultra and the CACI Ultimate.
success story
It’s obvious that Dean has made a huge success of CACI International over the past 20 years, but is he surprised by the success or did he envisage it from the beginning? “I’m the sort of personality that’s a nightmare to live with because I’m never satisfied. I’m a bit of a perfectionist; I’ll always want to take it to the next level so no, I’m not surprised,” says Dean.
Dean also believes that they have maintained their position for the past 20 years as a market leader and that they owe this to being ahead of the game. “You have to move with the times.We do constantly
look to enhance what we offer but what we really focus on is actually driving that brand awareness, which translates into client awareness, further translating into salon revenue.
“Of course if you have a product that’s popular there’s going to be pretenders to the throne, there’s going to be imitators out there, but in truth I’ve seen so many over the years come and go.We’ve found most of these have been distributors for another company,” says Dean.
“We’re growing year-on-year. This year our sales are up 22%up on last year and globally 24%up. It’s nice in an economic downturn that we’re actually increasing our trade.”
next inline
With four systems already under their belt bringing in millions, CACI International still has plans to launch more in the near future.
CACI has already developed a new technology known as Orbital Dermabrasion, but earlier this year they decided to launch a stand-alone system that utilises this new technology and combines it with light therapy and oxygen therapy, creating the Skinbreeze system. In order to make this a success, a new company called Skinbreeze Dermabrasion Systems has been set up.
“With CACI we’ve almost become the victim of our own success because if you say CACI people automatically think non- surgical facelift, so it makes it difficult to then launch a new genre of product,” says Dean.
In the near future CACI International is very excited about the launch of a CACI home unit, which is going to be retailed throughout salons, online and through high street store John Lewis.
However, the idea behind this launch is that the handheld device will work alongside salons offering CACI treatments, not as a substitute for a salon treatment. “What we’re actually going to do is use the consumer market to create more awareness of the salon treatments,” says Dean. “So, if someone buys the handheld unit there will be vouchers and incentives to go to the salons and try the treatment.”
Of course, CACI are constantly looking at new technologies and have other new systems in the pipeline, so watch this space…
Formore information on CACI International, visit
www.caci-
international.co.uk or telephone 020 8731 5678.
2000 - CACI Quantum is launched, which is a multifunctional system combining CACI Classic with simultaneous body toning.
2002 - Futur-Tec is launched, a skin regenerator systemdesigned to target skin blemishes, deep wrinkles,Acne and scar tissue.
2005 - CACI Ultra is launched, combining functions of the CACI Classic and Futur-Tec in one system.
2008 - Launch of Hydra Tone, a 15- minute facial using a conductive silicon hyaluronic mask and rollers for use with all CACI systems.
2009 - The CACI Ultimate is launched combining Classic, Futur-Tec and new Orbital Microdermabrasion technology.
2010 - CACI Amino Peptide Lift is launched, the first CACI retail skin care product.
2012 - The new Skinbreeze system and company is launched and the new CACI microlift handheld device is set to launch late 2012.
GUILD NEWS 91
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