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Beauty Devices - UK - October 2014

“Expense is the biggest barrier to purchase in this category, and despite the availability of money-back guarantees, women show interest in trial periods and special offers to avoid a hefty initial outlay. Additionally, beauty devices are seen as time-consuming and taking up space which could cause issues particularly for younger women who live in larger households. Opportunities for the category exist in greater personalisation of devices, as well as greater collaboration with the skincare category.”

Roshida Khanom, Senior Personal Care Analyst

This report looks at the following issues:

  • Combatting the expense of beauty devices
  • Personalisation offers opportunities
  • Skincare products can complement beauty devices

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Table of contents

  1. Introduction

      • Definitions
        • Products covered in this report
          • Excluded
            • Methodology
              • Consumer research
                • Abbreviations
                • Executive Summary

                    • The market
                      • Brand communication
                        • Figure 1: Main monitored advertising spend of key brands on beauty devices, 2013-August 2014
                      • The consumer
                        • Figure 2: Beauty devices used, July 2014
                        • Figure 3: Reasons to encourage non-users to use beauty devices, July 2014
                        • Figure 4: Attitudes towards beauty devices, July 2014
                        • Figure 5: Reasons for not purchasing beauty devices, July 2014
                      • What we think
                      • Issues & Insights

                          • Combatting the expense of beauty devices
                            • The facts
                              • The implications
                                • Personalisation offers opportunities
                                  • The facts
                                    • The implications
                                      • Skincare products can complement beauty devices
                                        • The facts
                                          • The implications
                                            • The issue of space
                                              • The facts
                                                • The implications
                                                • Trend Application

                                                    • Trend: Guiding Choice
                                                      • Trend: The Nouveau Poor
                                                        • Futures Trend: Access Anything Anywhere
                                                        • Market Drivers

                                                          • Key points
                                                            • Improving financial situation generates potential for sales
                                                              • Figure 6: Trends in how respondents describe their financial situation, June 2011-June 2014
                                                            • Rise in population of young professionals and the older demographic
                                                              • Figure 7: Trends in the age structure of the UK population, 2009-19
                                                            • Growth in the number of surgical procedures
                                                              • Figure 8: Growth in number of surgical procedures undertaken by BAAPS members, 2012-13
                                                            • Almost half of women do not use facial cleanser
                                                              • Figure 9: Women’s facial skincare product usage, March 2013 and 2014
                                                            • Superior moisturising claims in beauty devices
                                                              • Figure 10: Product usage, March 2014
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Focusing on key claims areas
                                                                • Facial cleansing/exfoliation
                                                                  • Figure 11: Examples of cleansing/exfoliation beauty devices
                                                                  • Figure 12: Clarisonic and Olay facial cleansing devices
                                                                • Broadening the appeal
                                                                  • Hair removal devices
                                                                    • Figure 13: Examples of home hair removal devices
                                                                    • Figure 14: Braun Silk-épil
                                                                  • Anti-ageing devices
                                                                    • Figure 15: Examples of home anti-ageing devices
                                                                    • Figure 16: CACI Microlift
                                                                • Companies and Products

                                                                  • L’Oréal
                                                                    • Background and structure
                                                                      • Strategy and financial performance
                                                                        • Figure 17: L’Oréal (UK) Ltd financial performance, 2012-13
                                                                      • Product range and innovation
                                                                        • Marketing and advertising
                                                                          • Procter & Gamble
                                                                            • Background and structure
                                                                              • Strategy and financial performance
                                                                                • Figure 18: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012-13
                                                                              • Product range and innovation
                                                                                • Marketing and advertising
                                                                                  • Koninklijke Philips
                                                                                    • Background and structure
                                                                                      • Strategy and financial performance
                                                                                        • Figure 19: Koninklijke Philips (global) financial performance, 2012-13
                                                                                      • Product range and innovation
                                                                                        • Marketing and advertising
                                                                                          • Tria Beauty
                                                                                            • Background and structure
                                                                                              • Product range and innovation
                                                                                                • Marketing and advertising
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • Clarisonic sees the biggest rise in advertising spend
                                                                                                      • Figure 20: Main monitored advertising spend of key brands on beauty devices, 2013-August 2014
                                                                                                    • Intuitive designs lend themselves to traditional advertising
                                                                                                      • Utilising online channels to enhance communication
                                                                                                        • YouTube tutorial videos
                                                                                                          • Social media communication
                                                                                                          • The Consumer – Usage of Beauty Devices

                                                                                                            • Key points
                                                                                                              • Two in five women have used a beauty device
                                                                                                                • Figure 21: Usage of home beauty devices, July 2014
                                                                                                              • Older women show lowest usage
                                                                                                                • Hair removal devices show highest usage
                                                                                                                  • Figure 22: Beauty devices used, July 2014
                                                                                                                • Few women use facial cleansing devices
                                                                                                                  • Reasons that have encouraged usage
                                                                                                                    • Figure 23: Reasons for using beauty devices, July 2014
                                                                                                                • The Consumer – Interest in Using Beauty Devices

                                                                                                                  • Key points
                                                                                                                    • Hair removal and facial cleansing show highest interest
                                                                                                                      • Figure 24: Interest in using beauty devices, July 2014
                                                                                                                    • Younger women more interested in beauty devices
                                                                                                                      • Special offers draw non-users into the category
                                                                                                                        • Figure 25: Reasons for interest in using beauty devices, July 2014
                                                                                                                      • Try before you buy
                                                                                                                        • Figure 26: Reasons to encourage non-users to use beauty devices, July 2014
                                                                                                                      • Personalisation is important to oldest and youngest demographics
                                                                                                                        • Skin concerns may be driving safety concerns
                                                                                                                        • The Consumer – Attitudes towards Beauty Devices

                                                                                                                          • Key points
                                                                                                                            • A category driven by personal recommendations
                                                                                                                              • Figure 27: Attitudes towards beauty devices, July 2014
                                                                                                                            • Time and space are of the essence
                                                                                                                              • Sceptical of results
                                                                                                                              • The Consumer – Purchase of Beauty Devices

                                                                                                                                • Key points
                                                                                                                                  • Purchase is low
                                                                                                                                    • Figure 28: Purchase of beauty devices, July 2014
                                                                                                                                  • Expense is the biggest barrier
                                                                                                                                    • Figure 29: Reasons for not purchasing beauty devices, July 2014
                                                                                                                                  • Sceptical of results

                                                                                                                                  Companies Covered

                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                  Beauty Devices - UK - October 2014

                                                                                                                                  £1,995.00 (Excl.Tax)