B&Y Investor Presentation, page-49

Hi cmk, yes the ramifications of this property are huge for the consumer experience. It's one thing to be swayed by P&G's marketing prowess to try the product and when you can see the result over time, that's what drives repeat sales. If added to that, there is an immediate feeling that the product is stimulating something when applied (tingling, vibration), this could only enhance the experience and compliance with everyday application of the accompanying cream/product.

Thanks for extracting those comments from the thread-Smac's explanation of how the Wave III device works seemed plausible to me. Maybe the flow of electrons generated by the magnetic field is sufficient to be detected by sensory nerves in the skin, that gives the sensation of vibration, but is actually the sensory wave as the device is swept over an area of skin.