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Beauty Devices - US - March 2013

“The beauty devices industry has strong growth potential as consumers are motivated by getting professional results at home. However, the industry will face challenges in creating increased interest in and awareness of skincare devices as well as increased usage occasions for haircare appliances. Expanding the mass market skincare device segment as well as creating more versatile and customizable haircare appliances will be essential in driving future growth in the category.”

– Shannon Romanowski, Beauty & Personal Care Analyst

Some questions answered in this report include:

  • Skincare devices are a relatively new segment in the beauty category and are primarily available at high price points, putting them out of reach for many consumers. What is the skincare devices industry doing to expand its reach in the beauty category?
  • The majority of women use hair appliances, but frequency of use is relatively low and purchase cycles are quite long. How can hair appliances become a more integral part of women’s haircare routine?
  • One barrier to interest/usage of beauty devices is confusion about how to use these products and the benefits of using them. What measures can the industry take to minimize confusion and increase consumer interest and involvement in the category?

 

The beauty devices market appears to have strong growth potential as consumers are motivated by getting professional results at home that once required a visit to a spa or salon.

While some beauty devices can command high price points, consumers may be willing to rationalize the financial commitment as a long-term investment into their beauty care routine, as opposed to the high costs often associated with frequent visits to a spa or dermatologist. In addition, beauty devices are increasing their presence in the mass market, potentially indicating the future of the category. Skin cleansing devices and the majority of hair appliances have relatively high levels of interest and usage.

However, the future of the category will likely be driven by anti-aging skincare devices as well as high-tech hair appliances that provide style versatility along with customized features to reduce hair damage and maximize results.

The convenience and professional-like results offered by beauty devices combined with increasing product innovation and awareness will likely be the key drivers in growing this category. 

This report covers the U.S. market of beauty devices and includes:

  • Skincare devices such as cleansing systems, exfoliation systems, LED/laser treatments, hair removal devices, and massagers/infusion systems.
  • Haircare appliances such as blow dryers, flat irons, curling irons, and hot rollers.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Market trends
                          • Improving economic conditions should benefit the beauty devices industry
                            • Figure 1: DPI, 2007-September 2012
                          • Aging female population creates challenges, opportunities for the industry
                            • Figure 2: Female population aged 18 or older, by age, 2013-18
                          • The consumer
                            • Skin cleansing beauty devices generate highest levels of interest
                              • Figure 3: Interest in at-home skincare devices, November 2012
                            • Women most likely to use hair appliances on occasional basis
                              • Figure 4: At-home haircare appliance use, net use, November 2012
                            • Friends/family is most relied upon source for beauty device information
                              • Figure 5: Top five sources of beauty device information, November 2012
                            • Skincare device claims of deep cleansing and treating wrinkles generate highest interest
                              • Figure 6: Any interest in skincare device claims, by age, November 2012
                            • Women report high levels of interest in all hair appliance claims
                              • Figure 7: Interest in hair appliance claims, November 2012
                            • What we think
                            • Issues in the Market

                                • Skincare devices are a relatively new segment in the beauty category and are primarily available at high price points, putting them out of reach for many consumers. What is the skincare devices industry doing to expand its reach in the beauty category?
                                  • The majority of women use hair appliances, but frequency of use is relatively low and purchase cycles are quite long. How can hair appliances become a more integral part of women’s haircare routine?
                                    • One barrier to interest/usage of beauty devices is confusion about how to use these products and the benefits of using them. What measures can the industry take to minimize confusion and increase consumer interest and involvement in the category?
                                    • Insights and Opportunities

                                      • Men: untapped opportunity in the skincare device segment?
                                        • Greener living through energy efficient beauty devices
                                          • Beauty devices as décor
                                            • Figure 8: Clarisonic mia 2 screenshot, 2013
                                            • Figure 9: Revlon artistry screenshot, 2013
                                        • Trend Applications

                                            • Trend: Suite Life
                                              • Trend: Perfecting the Details
                                                • 2015 Trend: Old Gold
                                                • Market Trends

                                                  • Key points
                                                    • Personal care appliances market
                                                      • Figure 10: Total U.S. retail sales of electrical personal care appliances*, at current prices, 2007-12 (est.)
                                                    • Income impacts interest in and use of beauty devices
                                                      • Figure 11: DPI, 2007-September 2012
                                                      • Figure 12: Household income distribution, 2011
                                                    • Aging female population will create challenges and opportunities for beauty devices market
                                                      • Figure 13: Female population aged 18 or older, by age, 2008-18
                                                  • Competitive Context

                                                    • Professional treatments
                                                      • Facial skincare products
                                                        • Hair styling and hair treatment products
                                                        • Product Innovations and Marketing Strategies – Skincare Devices

                                                            • Professional results
                                                              • Skin cleansing
                                                                • Anti-aging
                                                                  • Acne treatment
                                                                    • Proof of efficacy
                                                                      • Advertising strategies
                                                                        • TV presence
                                                                          • Figure 14: AcneFree, smooth skin television ad, 2012
                                                                          • Figure 15: Olay, cleansing system television ad, 2012
                                                                          • Figure 16: Olay, va va voom television ad, 2013
                                                                          • Figure 17: Tria beauty television ad, 2012
                                                                        • Online
                                                                          • Print and other
                                                                            • Figure 18: Clarisonic print ad, 2012
                                                                            • Figure 19: Clarisonic opal print ad, 2012
                                                                            • Figure 20: Tria print ad, 2012
                                                                            • Figure 21: Tanda zap print ad, 2012
                                                                        • Product Innovations and Marketing Strategies – Hair Appliances

                                                                            • Express yourself
                                                                              • Colorful creations
                                                                                • Ergonomic designs
                                                                                  • Advanced technology
                                                                                    • High-performance materials
                                                                                      • Customized solutions
                                                                                        • Versatile style achievement
                                                                                          • Multi-functional tools
                                                                                            • Wavy hair
                                                                                              • A tool for your tools
                                                                                                • Marketing strategies
                                                                                                    • Figure 22: BaByliss print ad, 2012
                                                                                                    • Figure 23: John Frieda print ad, 2012
                                                                                                • Social Media

                                                                                                  • Key points
                                                                                                    • Social media metrics
                                                                                                      • Figure 24: Key performance indicators, February 2013
                                                                                                    • Market overview
                                                                                                      • Brand usage and awareness
                                                                                                        • Figure 25: Brand usage and awareness of beauty device brands, November 2012
                                                                                                      • Interaction with beauty device brands
                                                                                                        • Figure 26: Interaction with beauty device brands, November 2012
                                                                                                      • Online conversations
                                                                                                        • Figure 27: Select beauty device brands’ share of conversation, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                        • Figure 28: Conversations by brand, by day, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                      • Where are people talking about beauty devices?
                                                                                                        • Figure 29: Selected beauty device brands’ share of brand conversations, by page type, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                      • What are people talking about?
                                                                                                        • Figure 30: Types of conversations concerning selected beauty device brands, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                        • Figure 31: Types of conversations concerning selected beauty device brands, by day, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                        • Figure 32: Types of conversations concerning selected beauty device brands, by type of website, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                      • Analysis by brand
                                                                                                        • Clarisonic
                                                                                                          • Figure 33: Clarisonic—key social media indicators, Feb. 4, 2013
                                                                                                        • Key online campaigns
                                                                                                          • What we think
                                                                                                            • Olay
                                                                                                              • Figure 34: Olay—key social media indicators, Feb. 4, 2013
                                                                                                            • Key online campaigns
                                                                                                              • What we think
                                                                                                                • NuFACE
                                                                                                                  • Figure 35: NuFACE—key social media indicators, Feb. 4, 2013
                                                                                                                • Key online campaigns
                                                                                                                  • What we think
                                                                                                                    • Neutrogena
                                                                                                                      • Figure 36: Neutrogena—key social media indicators, Feb. 4, 2013
                                                                                                                    • Key online campaigns
                                                                                                                      • What we think
                                                                                                                        • Baby Quasar
                                                                                                                          • Figure 37: Baby Quasar—key social media indicators, Feb. 4, 2013
                                                                                                                        • Key online campaigns
                                                                                                                          • What we think
                                                                                                                            • Tanda
                                                                                                                              • Figure 38: Tanda—key social media indicators, Feb. 4, 2013
                                                                                                                            • Key online campaigns
                                                                                                                              • What we think
                                                                                                                              • Interest in At-home Skincare Devices

                                                                                                                                • Key points
                                                                                                                                  • Skin cleansing systems generate highest levels of interest
                                                                                                                                      • Figure 39: Interest in at-home skincare devices, November 2012
                                                                                                                                    • Interest in skincare devices driven by younger, more affluent women
                                                                                                                                      • Figure 40: Neutrogena wave, television ad, 2012
                                                                                                                                      • Figure 41: Any interest in at-home skincare devices, by age, November 2012
                                                                                                                                      • Figure 42: Any interest in at-home skincare devices, by household income, November 2012
                                                                                                                                    • Those who use or are aware of lesser-known device brands express above interest in skincare devices
                                                                                                                                      • Figure 43: Skincare device interest, by brand awareness/use, November 2012
                                                                                                                                  • Usage of Haircare Appliances

                                                                                                                                    • Key points
                                                                                                                                      • Blow dryers are most used hair appliance
                                                                                                                                        • Figure 44: At-home haircare appliance use, net use, November 2012
                                                                                                                                        • Figure 45: At-home haircare appliance use, by age, November 2012
                                                                                                                                      • Curling irons and flat irons more likely to be used occasionally
                                                                                                                                        • Figure 46: Daily use of hair appliances, by age, February 2011 and November 2012
                                                                                                                                    • Beauty Device Product Information

                                                                                                                                      • Key points
                                                                                                                                        • Friends and family are the most relied upon source for beauty device information
                                                                                                                                          • Young women more likely to seek information from online sources
                                                                                                                                              • Figure 47: Beauty device information, by age, November 2012
                                                                                                                                            • Women who are interested in skincare devices are more likely to seek product information
                                                                                                                                              • Figure 48: Product information, by device interest, November 2012
                                                                                                                                          • Interest in Skincare Device Claims

                                                                                                                                            • Key points
                                                                                                                                              • Claims of deep cleansing and treating wrinkles generate highest levels of interest
                                                                                                                                                • Figure 49: Interest in skincare device claims, November 2012
                                                                                                                                                • Figure 50: Interest in skincare device claims, by age, November 2012
                                                                                                                                              • Affluent women report higher interest in skincare device claims
                                                                                                                                                • Figure 51: Interest in skincare device claims, by household income, November 2012
                                                                                                                                              • Treating acne generates high levels of interest in all skincare devices
                                                                                                                                                • Figure 52: Skincare device interest, by interest in product claims, November 2012
                                                                                                                                            • Interest in Haircare Appliance Claims

                                                                                                                                              • Key points
                                                                                                                                                • Claims of adding shine, improving manageability generate highest levels of interest
                                                                                                                                                  • Figure 53: Interest in hair appliance claims, November 2012
                                                                                                                                                  • Figure 54: Interest in hair appliance claims, by age, November 2012
                                                                                                                                                • Interest in claims differs by hair appliance usage
                                                                                                                                                  • Figure 55: Interest in hair appliance claims, by regular device use, November 2012
                                                                                                                                              • Attitudes Toward Skincare Devices

                                                                                                                                                • Key points
                                                                                                                                                  • Women motivated by convenience, spa-like results
                                                                                                                                                    • Young women interested in products to maintain their skincare device
                                                                                                                                                      • Figure 56: Attitudes toward skincare devices, by age, November 2012
                                                                                                                                                    • Women in the $75K-99.9K income group more likely to agree with skincare device attitudes
                                                                                                                                                      • Figure 57: Attitudes toward skincare devices, by household income, November 2012
                                                                                                                                                  • Attitudes Toward Haircare Appliances

                                                                                                                                                    • Key points
                                                                                                                                                      • Hair damage is a big concern with hair appliance use
                                                                                                                                                        • Women looking for versatility from hair appliances
                                                                                                                                                          • Figure 58: Attitudes toward haircare appliances, by age, November 2012
                                                                                                                                                        • Women in the $75K-99.9K income group more likely to agree with haircare appliance attitudes
                                                                                                                                                          • Figure 59: Attitudes toward haircare appliances, by household income, November 2012
                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                        • Key points
                                                                                                                                                          • Multicultural respondents report above average interest, use of beauty devices
                                                                                                                                                            • Figure 60: Interest in at-home beauty devices, by race/Hispanic origin, November 2012
                                                                                                                                                            • Figure 61: Attitudes toward beauty device claims, by race/Hispanic origin, November 2012
                                                                                                                                                            • Figure 62: At-home haircare device use, by race/Hispanic origin, November 2012
                                                                                                                                                          • In-store beauty counters, online sources important information sources for multicultural women
                                                                                                                                                            • Figure 63: Beauty device information, by race/Hispanic origin, November 2012
                                                                                                                                                          • Multicultural consumers motivated by convenience, professional results
                                                                                                                                                            • Figure 64: Attitudes toward skincare devices, by race/Hispanic origin, November 2012
                                                                                                                                                            • Figure 65: Attitudes toward haircare appliances, by race/Hispanic origin, November 2012
                                                                                                                                                        • Cluster Analysis

                                                                                                                                                            • Figure 66: Beauty devices target clusters, November 2012
                                                                                                                                                          • Cluster 1: Involved
                                                                                                                                                            • Opportunities
                                                                                                                                                              • Cluster 2: Practical
                                                                                                                                                                • Opportunities
                                                                                                                                                                  • Cluster 3: Confident
                                                                                                                                                                    • Opportunities
                                                                                                                                                                      • Cluster 4: Basics
                                                                                                                                                                        • Opportunities
                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                            • Figure 67: Interest in at-home skincare devices, by target clusters, November 2012
                                                                                                                                                                            • Figure 68: At-home haircare appliance use, by target clusters, November 2012
                                                                                                                                                                            • Figure 69: Beauty device information, by target clusters, November 2012
                                                                                                                                                                            • Figure 70: Interest in skincare device claims, by target clusters, November 2012
                                                                                                                                                                            • Figure 71: Interest in hair appliance claims, by target clusters, November 2012
                                                                                                                                                                            • Figure 72: Attitudes toward skincare devices, by target clusters, November 2012
                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                            • Figure 73: Target clusters, by demographic, November 2012
                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                            • Interest in at-home skincare devices
                                                                                                                                                                              • Figure 74: Interest in at-home skincare devices, by age, November 2012
                                                                                                                                                                              • Figure 75: Interest in at-home skincare devices, by household income, November 2012
                                                                                                                                                                            • Usage of haircare appliances
                                                                                                                                                                              • Figure 76: At-home haircare appliance use, all usage, November 2012
                                                                                                                                                                              • Figure 77: At-home haircare appliance use, by household income, November 2012
                                                                                                                                                                            • Beauty device product information
                                                                                                                                                                              • Figure 78: Beauty device information, by household income, November 2012
                                                                                                                                                                              • Figure 79: Product information, by blow dryer use, November 2012
                                                                                                                                                                              • Figure 80: Product information, by flat iron use, November 2012
                                                                                                                                                                              • Figure 81: Product information, by curling iron use, November 2012
                                                                                                                                                                              • Figure 82: Product information, by hot rollers use, November 2012
                                                                                                                                                                            • Interest in skincare device claims
                                                                                                                                                                              • Figure 83: Interest in skincare device claims, by age, November 2012
                                                                                                                                                                            • Interest in haircare appliance claims
                                                                                                                                                                              • Figure 84: Interest in hair appliance claims, by age, November 2012
                                                                                                                                                                              • Figure 85: Interest in hair appliance claims, by household income, November 2012
                                                                                                                                                                              • Figure 86: Interest in hair appliance claims, by blow dryer, November 2012
                                                                                                                                                                              • Figure 87: Interest in hair appliance claims, by flat iron, November 2012
                                                                                                                                                                              • Figure 88: Interest in hair appliance claims, by curling iron, November 2012
                                                                                                                                                                              • Figure 89: Interest in hair appliance claims, by hot rollers, November 2012
                                                                                                                                                                              • Figure 90: Attitudes toward hair appliance claims, by race/Hispanic origin, November 2012
                                                                                                                                                                            • Attitudes toward haircare appliances
                                                                                                                                                                              • Figure 91: Attitudes toward haircare appliances, by blow dryer usage, November 2012
                                                                                                                                                                              • Figure 92: Attitudes toward haircare appliances, by flat iron usage, November 2012
                                                                                                                                                                              • Figure 93: Attitudes toward haircare appliances, by curling iron, November 2012
                                                                                                                                                                              • Figure 94: Attitudes toward haircare appliances, by hot rollers usage, November 2012
                                                                                                                                                                          • Appendix: Social Media

                                                                                                                                                                            • Online conversations
                                                                                                                                                                              • Figure 95: Select beauty device brands’ share of conversation, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                                                                                              • Figure 96: Conversations by brand by day, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                                                                                            • Where are people talking about beauty devices?
                                                                                                                                                                              • Figure 97: Selected beauty device brands’ share of brand conversations, by page type, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                                                                                            • What are people talking about?
                                                                                                                                                                              • Figure 98: Types of conversations concerning selected beauty device brands, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                                                                                              • Figure 99: Types of conversations concerning selected beauty device brands, by day, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                                                                                              • Figure 100: Types of conversations concerning selected beauty device brands, by type of website, Nov. 5, 2012 -Feb. 4, 2013
                                                                                                                                                                            • Brand usage or awareness
                                                                                                                                                                              • Figure 101: Brand usage or awareness, November 2012
                                                                                                                                                                              • Figure 102: Olay usage or awareness, by demographics, November 2012
                                                                                                                                                                              • Figure 103: Clarisonic usage or awareness, by demographics, November 2012
                                                                                                                                                                              • Figure 104: Tanda usage or awareness, by demographics, November 2012
                                                                                                                                                                              • Figure 105: Baby Quasar usage or awareness, by demographics, November 2012
                                                                                                                                                                              • Figure 106: NuFACE usage or awareness, by demographics, November 2012
                                                                                                                                                                              • Figure 107: Neutrogena usage or awareness, by demographics, November 2012
                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                            • John Frieda
                                                                                                                                                                            • Neutrogena Corporation
                                                                                                                                                                            • Olay Company, Inc.
                                                                                                                                                                            • Remington Products Company LLC
                                                                                                                                                                            • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                            • Twitter, Inc.

                                                                                                                                                                            Beauty Devices - US - March 2013

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