Laura Beard was flipping through a women's magazine when an advertisement caught her eye. It sounded simple enough: Aim a laser at individual blemishes — in the privacy of one's home — and the skin will clear up within a day or two.The cost, $150, gave her only slight pause. If the device worked, it would save her the time and money she spent on acne treatments and dermatologist visits for herself and her daughter. "I have very dry skin, so I have to be careful about using acne remedies with benzoyl peroxide," says the 53-year-old Memphis woman. "This sounded so positive."With the evolution of laser technology, do-it-yourself personal care has entered a new realm. Consumers can now calm acne flare-ups, plump facial wrinkles and restore thinning hair with a variety of hand-held devices. Others in development could treat superficial wounds, relieve pain and remove body hair."This field will grow because we have discovered how to channel the power of light and cause reactions in the skin and hair," says John Carullo, director of marketing for Sunetics, manufacturer of a hair-regrowth device.

Area Med Spas

Background: Dr. Hannah Vu is member of the American Academy of Facial and Plastic Reconstructive Surgery. She is a founding member of the LaserPro Medical Center. Her area of specialty is in cosmetic surgery.

Services: Liposuction, eyelid rejuvenation, thermage, no-cut face and neck lift, fat transfer, lip enhancements. Acne and acne scar treatment, hair removal, intense pulse light, leg vein removal and microdermabrasion. Removal of moles, cysts, skin tags, warts, scars and strech marks and tattoos.

Initial consultation is free. Prices are based on consultation.

Appoints: Call (626) 442-7546 or email

www.laserprocosmetic.com/mdspa.html

What: Pure Med Spa

Where: Ontario Mills Mall, One Mills Circle Ontario

Background: Pure Med Spa is an international leading provider of laser aesthetics, skin rejuvenation and anti-aging solutions.

Unprecedented 'Ethical Marketing' Approach Praised

The adoption of an unprecedented �ethical marketing� approach to beauty and ageing, by Brighton-based, organic skin care company Raw Gaia has been widely praised by a multitude of people, customers, distributors and the media. Earlier in June, with the re-launch of its brand, the company announced that it had removed all references to anti-ageing, wrinkles, rejuvenation, etc. from the labelling and promotional literature of its range of living, organic and vegan skin care products. Raw Gaia also issued a strong statement regarding the false standards of beauty created by most marketing campaigns aimed at women. Managing Director Lisa Lennon explains: �We decided to take on this stance because women are becoming increasingly unhappy and unsure about themselves as a result of the constant bombardment of ads that we see all around us, which use air-brushed, computer-enhanced, and therefore unreal, images of the �perfect� face and body.