At the North American Institute of Medical Aesthetics (NAIMA), Incredible Devices launched its highly anticipated ATHENA Super Ice Laser Hair Removal System, drawing widespread attention from industry professionals. The event, attended by medical practitioners, cosmetic injectors, and aestheticians, was also the official announcement of the company’s strategic partnership with Aesthetics Depot as its exclusive e-commerce distributor.
CEO Joe Querishi introduced the ATHENA system, highlighting its affordability and next-generation features. The audience responded with applause as Querishi revealed an introductory price of $39,900—significantly below the device’s $68,900 MSRP. The launch offer includes a $5,000 down payment and monthly installments of $699.
Querishi outlined five standout features that make ATHENA a potentially disruptive force in the medical aesthetics industry:
- High-Powered Diode Technology: Boasting 1,200 watts, ATHENA supports all skin types, from Fitzpatrick I to VI, ensuring safe and effective treatment for diverse clientele.
- Affordable Pricing Structure: The aggressive launch pricing makes the device accessible to a broader range of med spas and clinics.
- Industry-Leading Speed: Thanks to its large spot size (12mm x 24mm), the ATHENA system can perform full-body treatments in under 45 minutes. A precision nozzle allows treatment in small or hard-to-reach areas such as the ears and nose.
- Advanced Cooling System: Featuring contact cooling tested to -31°C, ATHENA provides a comfortable experience for patients, reducing downtime and discomfort.
- Longer Lifespan: The device’s applicator is rated for up to 150 million shots—significantly more than the industry average of 20–25 million—offering long-term value and efficiency.
Medical professionals at the event were enthusiastic. “ATHENA isn’t just a laser – it’s the next revolution,” one practitioner commented. Zack Khan, Director of Aesthetics Depot, added, “This is the most inquired-about medical aesthetics device on our platform. It combines cutting-edge tech with smart design to enhance client satisfaction and clinic profitability.”
With this launch, Incredible Devices aims to set a new benchmark in laser hair removal, offering a high-performance, cost-effective option for med spas seeking to grow their service offerings and client base.
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