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Beauty Devices - US - March 2015

"There is disparity in the beauty devices market, with sales of skincare devices gaining momentum, while growth in the hair appliance market is stagnant. The promise of professional results at home is helping to drive sales of skincare devices."

- Shannon Romanowski, Senior Beauty & Personal Care Analyst

This report covers the following issues:

  • Prices of skincare devices remain out of reach
  • Hair appliance sales are stagnant
  • Replacement is primary reason for beauty device purchase

Long purchase cycles and a move towards a more natural-looking, healthy hair is negatively impacting sales of hair appliances. Looking forward, innovation in skincare devices will come from smart devices, wearable tech, and apps, while hair appliances that can minimize hair damage while also delivering salon-quality results should stand to gain.

This Report covers the US market for beauty devices and is defined as follows:

  • Skincare devices such as cleansing brushes, 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.


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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Prices of skincare devices remain out of reach
            • Figure 1: Skincare devices – Optimal price, December 2014
          • Hair appliance sales are stagnant
            • Figure 2: Sales of hair appliances and skincare devices, 2012 and 2014
          • Replacement is primary reason for beauty device purchase
            • Figure 3: Top five reasons for purchasing beauty devices, December 2014
          • The opportunities
            • Focus on complementary skincare benefits
              • Figure 4: Skincare benefits of devices versus topical products, December 2014
            • Highlight reduced hair damage, customization
              • Figure 5: Top two hair appliance claims, by appliance type, December 2014
            • Strengthen online presence
              • Figure 6: Top five retailers shopped for beauty devices, December 2014
            • What it means
            • The Market – What You Need to Know

              • What you need to know
              • Market Size Trends

                • Personal care appliance market
                  • Figure 7: Total US retail sales of electrical personal care appliances, at current prices, 2009-14 (est)
                • Market breakdown
                  • Figure 8: Total US retail sales and forecast of select haircare and skincare beauty devices, by type, at current prices, 2012 and 2014 (est)
              • Category Trends

                • Hair appliances
                    • Figure 9: MULO sales of hair appliances, 2013 and 2014
                  • Skincare devices
                  • Market Perspective

                      • Figure 10: Sales of haircare, facial skincare, hair appliances, and skincare devices, 2011 and 2013
                    • Topical products and beauty devices promote similar benefits
                    • Market Factors

                      • Economic growth should continue to spur discretionary spending
                        • Figure 11: Any use of skincare devices, by household income, December 2014
                      • Growth in professional services market could hinder beauty device usage
                        • Multicultural population points to opportunities for beauty devices
                          • Figure 12: Any usage of flat irons among Hispanic and Black women and any usage of skin devices among Hispanics, December 2014
                          • Figure 13: Population by race and Hispanic origin, percent change 2014-19
                      • Key Players – What You Need to Know

                        • What you need to know
                        • What’s In?

                          • Hair appliances
                            • Technology
                              • Figure 14: MULO sales of Revlon Laser Brilliance, Calendar Year 2014
                            • Brand extension
                              • Figure 15: Drybar Buttercup Blow Dryer
                            • Reaching a younger audience
                              • Skincare devices
                                • Cleansing brushes
                                  • Figure 16: Foreo Luna facial cleansing device
                                  • Figure 17: Clinique Sonic System Purifying Cleansing Brush
                              • What’s Out?

                                • Hair appliances
                                  • Basic features
                                      • Figure 18: Display of Conair Infiniti Pro hair appliances
                                    • Skincare devices
                                      • Lack of engagement on social media
                                        • Figure 19: Clarisonic Smart Profile Ad
                                        • Figure 20: Clarisonic Smart Profile Ad (continued)
                                    • What’s Next?

                                      • Hair appliances
                                        • Innovative styling irons
                                          • Figure 21: Infiniti Pro by Conair Curl Secret
                                        • Oil-infused appliances
                                          • Skincare devices
                                            • Smart devices/wearable tech
                                            • The Consumer – What You Need to Know

                                              • What you need to know
                                              • Use of Skincare Devices

                                                • Incidence of skincare devices is low, but interest is stronger
                                                  • Figure 22: Use of skincare devices, December 2014
                                                • The skincare device consumer
                                                • Use of Hair Appliances

                                                  • Majority of women use hair appliances, though usage is sporadic
                                                    • Figure 23: Use of haircare appliances, December 2014
                                                  • The hair appliance consumer
                                                    • Figure 24: Use of blow dryers, any usage and used in the last 12 months, December 2014
                                                    • Figure 25: Use of curling irons and flat irons, any usage and used in the last 12 months, December 2014
                                                    • Figure 26: Use of hot rollers, any usage and used in the last 12 months, December 2014
                                                • Price Sensitivity Analysis

                                                  • Skincare devices gain in popularity, but still overpriced for many women
                                                    • Figure 27: Skincare devices – Optimal price, December 2014
                                                    • Figure 28: Skincare devices – Threshold prices, December 2014
                                                  • Many hair appliances in line with optimal pricing
                                                    • Figure 29: Haircare appliances – Optimal price, December 2014
                                                    • Figure 30: Haircare appliances – Threshold prices, December 2014
                                                • Skincare Benefits

                                                  • Perception of benefits differs between devices and topical products
                                                    • Figure 31: Correspondence analysis – Skincare benefits, December 2014
                                                    • Figure 32: Skincare benefits of devices vs topical products, December 2014
                                                • Hair Appliance Claims

                                                  • Interest in reduced damage, customization consistent across appliances
                                                    • Importance of dry time, ceramic, iron size are dictated by appliance type
                                                      • Figure 33: Hair appliance claims, December 2014
                                                  • Retailers Shopped For Beauty Devices

                                                    • Mass merchandisers popular, though women seeking information online
                                                      • Specialty beauty retailers more influential among skincare device shoppers
                                                        • Figure 34: Retailers shopped for beauty devices, December 2014
                                                    • Reasons For Purchasing Beauty Devices

                                                      • Replacement most common reason for purchasing beauty devices
                                                        • Figure 35: Reasons for purchasing beauty devices, December 2014
                                                        • Figure 36: Reasons for purchasing beauty devices, by use of hair appliances, December 2014
                                                      • Cleansing brush users motivated by results, recommendations, and reviews
                                                        • Figure 37: Reasons for purchasing beauty devices, by use of skincare devices, December 2014
                                                    • Data Sources And Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Consumer survey data
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                              • Market

                                                                  • Figure 38: Changes in DPI (disposable personal income), 2007-14
                                                                  • Figure 39: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-14
                                                              • Consumer

                                                                • Methodology – Price sensitivity analysis
                                                                  • Methodology – Correspondence analysis

                                                                  Companies Covered

                                                                  • Walmart Stores (USA)

                                                                  Beauty Devices - US - March 2015

                                                                  £2,684.63 (Excl.Tax)