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The Market Opportunity
Lasers - and IPLs (Intense Pulse Light) - based solutions currently dominate the non-invasive medical aesthetic practices. However, market experts predict that emerging technologies like ultrasound will utilize their unique characteristics and be used in some of the fast growing aesthetic applications, like: skin rejuvenation, body shaping and hair removal. The hair removal segment is estimated at more than $15B a year. Nevertheless, all commercially available hair-removal solutions are suboptimal. The current de facto standard for long-term hair removal, laser and IPL solutions, are expensive and limited to dark hair and certain skin tones, and cannot be used by most novel professionals or consumers because of safety issues and price. The demand for affordable, safe, less painful, efficient, and accessible solutions is still unsatisfied, which clears the way for the new disruptive technology.
  
Technology (product) Description
Utilizing ultrasonic energy in a new, innovative and proprietary approach, Applisonix introduces innovative appliances for safe and long lasting hair removal that are affordable and applicable to everyone. The innovative technology - IMPRESA™, uses an applicator that couples ultrasound energy exclusively into the hair shaft. The hair shaft serves as an efficient waveguide for channeling the ultrasonic energy and converting it into thermal energy. The hair root temperature exceeds the level that is sufficient to generate long-term damage to the hair re-growth mechanisms. The efficacy is similar to top light-based systems. However, the IMPRESA™-based solutions are significantly safer than laser/IPL, because the energy is applied directly into the hair shaft and not irradiated over large skin surfaces. Unlike laser and IPL, the efficacy and the safety are independent of hair color and the skin tone and the products are comprised of relatively low cost components.

Competition
All existing commercially available hair-removal solutions are suboptimal. Shaving and cream epilators are largely painless, but require lifelong treatments every few days. The more effective hair plucking solutions, rotary epilation and waxing, are painful, have unpleasant side effects, and they require lifelong treatments, every two to five weeks. Professional hair removal solutions such as laser and IPL (Intense Pulsed Light) are extremely expensive (thousands of dollars per anatomical area), tedious (5-15 professional treatments per area), and are suitable only for individuals with dark hair and a limited range of skin tones. The most effective long-lasting hair-removal solution, electrolysis, is the most painful, takes longer (single hair shaft at a time) and costs similarly to laser treatments.
 

Awards
In 2008, Frost & Sullivan, a global leading research and analyst firm, awarded Applisonix the European Technology Innovation award in the Aesthetic Market for its IMPRESA™ hair removal technology. “Applisonix has developed innovative ultrasound platform that could potentially change the way hair removal is done.”

Applisonix is led by a group of experienced executives and SAB (Scientific Advisory Board) members, with over 140 years of accumulated experience in key executive and technology roles within the high-tech industry.

Prof. Yitzhak Peterburg - Chairman, has extensive experience managing large organizations while growing their business. He was the President and CEO of Cellcom, the largest cellular operator in Israel, General Manager of Clalit Health Services, the largest HMO in Israel, and General Manager of the Soroka Medical Center in Beer-Sheva. He is a Professor at the Ben-Gurion University of Beer-Sheva and a member of international management and science forums.
Uri Amir - CEO, has more than 29 years of experience in medical diagnostic and therapeutic imaging devices. He successfully guided development, clinical studies, regulatory approval, registration and sales of new products. Mr. Amir`s prior experience includes various senior-level positions at Elscint Ltd., a leading Israeli company in the diagnostic imaging devices area, General Manager and VP R&D at TransScan Ltd., a breast cancer detection device company, General Manager and Executive VP R&D of Galil Medical Ltd, and most recently General Manager of Initia Medical, responsible for the radiotherapy business unit.

Shay Hamdi - CFO, has more than 11 years of finance managerial experience. He acted as a portfolio manager of East River Asset Management and he is former CFO at Jolt Ltd. (a subsidiary of MRV communications) and former controller at Biri Barashi Ltd (a public company).

Yossi Aloni - VP Marketing & Business Development, has over 20 years of experience in strategic marketing, product management, business development, and sales. While working as a Marketing Director for New Dimension Software, and later BMC Software, Yossi gained extensive international field experience developing successful business relationships with large scale customers and partners. Mr. Aloni is located in San Diego, CA, USA.

Yair Leopold - CEO Curelight, Applisonix’ subsidiary, has over 25 years of experience in the medical and the aesthetic devices industries, specializing in international sales. Former positions include: CEO and previously VP Sales & Marketing at Sunlight Medical, VP Sales Europe at Radiancy, VP Sales & Marketing and acting GM at Opus Dent, and various positions at Lumenis (ex-ESC Sharplan) in sales and marketing. Yair holds B.Sc. in Electrical and Biomedical Eng. from George Washington University, USA. 

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