July 30, 2020
The news originally came via an Instagram post on July 14, in which Clarisonic, owned by L’Oreal, said the brand would shutter its operations on September 30 after “more than a decade of game-changing innovation.”
The brand—which has sold has sold more than 15 million devices and counting—has become part of the daily skincare rituals of both women and men worldwide, CNN reports.
Now, fans are responding with a mix of shock, denial and fear: One Twitter user even asked investors from the ABC-TV show Shark Tank to step in, tweeting, “@ABCSharkTank can’t help out @Clarisonic??? We don’t want this to be the end.”
McElfresh has used a Clarisonic device since college. She said the news “just came out of nowhere” and confused her because she didn’t think there was any problem with the device or any valid reason to discontinue the brand.
Clarisonic said the decision to close the brand was made in an effort to help L’Oréal “focus its attention on its other core business offerings.” L’Oreal did not respond to requests for comment from CNN.
In recent years Clarisonic has been grappling with competition in an increasingly crowded marketplace where other lower-priced alternatives have been winning over consumers.
A more immediate problem for all Clarisonic users now, is how to get replacement brushes since the device requires users to buy a new cleansing brush every three months.
In an FAQ section on its website, Clarisonic said it won’t sell devices, brushes, or other attachments after September 30, and all of its subscription services for replacement brushes will be inactive after July 31.
In 2018, Clarisonic owned 14% share of the U.S. market for skin cleansing devices, according to market research firm Kline & Co. As the market grew, it became fragmented with newer brands like Foreo and NuSkin, which ate into Clarisonic’s share and following.
It remains to be seen if these options will help placate disappointed Clarisonic users. “I’ve tried other options before and just didn’t like them as much,” said McElfresh. “They’re not the same as a Clarisonic.”
Research contact: @CNN