Clarisonic’s Alpha Fit takes aim at men’s skincare

REDMOND, Wash. — Clarisonic is looking to get men invested in their skincare with the launch of its latest device, the Clarisonic Alpha Fit. The launch is accompanied by data from a Harris Poll survey conducted for the company that found that 56% of men cleanse their face with their hands, with 44% of those using soap or body wash, 14% using cleanser and 9% just using plain water.

“We're thrilled to announce that Alpha Fit is available across the nation for all men to use and experience just how great it feels to have clean and healthy-looking skin," Dr. Robb Akridge, co-founder and global president of Clarisonic, said. “For over a decade, Clarisonic has been loved by women and men alike. But let's face it, men's skin is different and they deserve a Clarisonic device built just for them — providing a great cleanse, a better shaving experience and a way to clean the hard-to-reach skin underneath facial hair.”

The Alpha Fit has two settings, one for skin with a beard and another for clean-shaven skin. The device contains 26,000 bristles, and among users, 100% felt cleaner, smoother and more comfortable skin after a month of use.

A man is likely to spend hundreds, if not thousands, of dollars on his shoes, his watch, his car—his image. So why not his face?” Chery Ricketts, VP U.S. marketing said, adding that the company was launching its largest digital ad campaign yet to target men and challenge them to invest in their skin.