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Beauty Devices - US - October 2016

"Beauty device sales remain flat due to a struggling hair appliance segment reflecting long purchase cycles, price-driven consumers, and women delaying purchases until their existing item is broken or worn out. Skincare device sales have helped to buoy the overall market, benefiting from the relative newness of the category. Increasing awareness of newer beauty device formats, such as styling wands and niche skincare devices, including laser devices and LED light therapy devices, can further boost sales."

- Margie Nanninga, Beauty & Personal Care Analyst

This report will cover the following areas:

  • Beauty device sales remain flat
  • Ownership of skincare devices is limited, lapsed usage presents concerns
  • Brands face challenges in setting hair appliances apart

For the purposes of this Report, Mintel has used the following definitions:

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

In light of flat beauty device sales, increasing awareness of newer formats such as styling wands and niche skincare devices could improve the market. Innovative products also hold appeal, with a subset of women expressing a willingness to pay more for niche innovations like HairMax LaserBand, MAPO, and illuMask. Additionally, positioning skincare devices as being gentle and highlighting reduced damage claims for hair appliances will resonate with women.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Beauty device sales remain flat
            • Figure 1: Total US retail sales of select haircare and skincare beauty devices, at current prices, 2011-16(est.)
          • Ownership of skincare devices is limited, lapsed usage presents concerns
            • Figure 2: Skincare device usage, August 2016
          • Brands face challenges in setting hair appliances apart
            • Figure 3: Hair appliance features – Any rank (net)*, August 2016
          • The opportunities
            • Increase awareness of newer formats
              • Figure 4: Attitudes regarding awareness of beauty devices, August 2016
            • Position products as being gentle, highlight reduced damage
              • Figure 5: Attitudes toward beauty device safety, August 2016
            • Niche products encourage increased spend among target audiences
              • Figure 6: Mean amount ($) that consumers are willing to pay for product innovations, August 2016
            • What it means
            • The Market – What You Need To Know

              • Strong skincare device sales help offset struggling hair appliances
                • More spend allocated toward topical products, opportunities for cross-promotion
                  • Market challenges include professional services, simplified beauty routines
                    • Confident consumers boost market, aging population presents challenges
                    • Market Size Trends

                      • Strong skincare device sales help offset struggling hair appliances
                        • Figure 7: Total US retail sales of select haircare and skincare beauty devices, at current prices, 2011-16(est.)
                        • Figure 8: Total US retail sales and forecast of selected haircare and skincare beauty devices, by type*, at current prices, 2014 and 2016
                      • Hair appliances struggle in MULO
                        • Figure 9: MULO sales of hair appliances, 2014 and 2015
                    • Market Breakdown

                      • More spend allocated toward topical products than beauty devices
                        • Figure 10: Sales of haircare, facial skincare, hair appliances, and skincare devices, at current prices, 2014 and 2016(est.)
                      • Opportunities to cross-promote topical products and beauty devices
                        • Figure 11: Haircare products intended for use with hair appliances, 2016
                      • In their words
                      • Market Perspective

                        • Uncertainty over skin type presents challenges for skincare device sales
                          • Figure 12: Facial skin type, February 2015
                        • Younger women’s routines show opportunities for skincare devices
                          • Figure 13: Skincare routines, August 2016
                          • Figure 14: Skincare routines, by all and aged 18-24, August 2016
                        • Haircare routines provide insights into hair appliance usage
                          • Figure 15: Occasional haircare routine, January 2016
                        • Professional services challenge beauty device sales
                          • Challenges in motivating consumers to make purchases for reasons beyond replacement
                            • In their words
                            • Market Factors

                              • Snapshot of beauty device users
                                • Figure 16: Skincare device, blow dryer, flat iron, styling wand, curling iron, and hot roller user profiles, August 2016
                              • Growing Hispanic population bodes well for beauty device sales
                                • Figure 17: Population by race and Hispanic origin, percent change 2016-21
                              • Aging population presents challenges
                                • Figure 18: Population of women, by age, 2011-21
                              • High price points keep skincare devices out of reach for the average woman...
                                • Figure 19: Skincare devices – Optimal price, December 2014
                              • In their words
                                • ...but more confident consumers may spend more on beauty devices
                                  • Figure 20: Consumer Sentiment Index, January 2011-June 2016
                              • Key Initiatives – What You Need to Know

                                • Increasing hair appliance repertoire, brand extensions for skincare devices
                                  • Hair appliances challenged to stand out, limited awareness of skincare devices
                                    • Blow dryers get a makeover, skincare devices address added concerns
                                    • What’s In?

                                      • Hair appliances
                                        • Interest in new formats may combat struggling hair appliance sales
                                          • Mini and cordless hair appliances appeal to on-the-go lifestyles
                                            • Healthy-hair trends boost Remington products that reduce heat damage
                                              • Skincare devices
                                                • Skincare brands broaden their reach with male-specific devices
                                                  • Brand extensions prevalent in new skincare device launches
                                                  • What’s Out?

                                                    • Hair appliances
                                                      • Basic hair appliance claims are highly saturated, leading to mixed results
                                                        • Social media challenges make it hard for hair appliance brands to stand out
                                                          • Figure 21: Display of hair appliances at Target, August 2016
                                                        • Skincare devices
                                                          • High price points, lack of awareness continue to limit skincare device ownership
                                                          • What’s Next?

                                                            • Hair appliances
                                                              • Blow dryers get a makeover
                                                                • Products offering new ways to curl give women more variety
                                                                  • Customizable products offer broader benefits
                                                                    • Skincare devices
                                                                      • Skincare devices address a wider variety of concerns
                                                                      • The Consumer – What You Need to Know

                                                                        • Despite limited trial, interest in skincare devices is strong
                                                                          • Younger women drive use of new hair appliance formats
                                                                            • Cleansing devices in high demand, interest in specific benefits
                                                                              • Price drives hair appliance purchases, reviews are influential
                                                                                • Skepticism over skincare device efficacy slows market growth
                                                                                  • Heat damage a top concern, limited awareness of styling wands
                                                                                    • Products garnering niche interest profit from willingness to pay more
                                                                                    • Skincare Device Usage

                                                                                      • Skincare device trial is limited, though interest is strong
                                                                                        • Lapsed usage a concern given newness of category
                                                                                          • Figure 22: Skincare device usage, August 2016
                                                                                        • Younger, affluent women drive skincare device usage and interest
                                                                                          • Figure 23: Skincare device usage – any usage or interest (net), by age and household income, August 2016
                                                                                        • In their words
                                                                                          • Hispanics report higher usage, Black women show strong interest
                                                                                            • Figure 24: Skincare device usage – any skincare device (net)*, by race/Hispanic origin, August 2016
                                                                                        • Hair Appliance Usage

                                                                                          • Hair appliance usage is widespread
                                                                                            • Figure 25: Hair appliance usage – Any use (net*), August 2016
                                                                                          • Hot rollers and curling irons impacted by lapsed users
                                                                                            • Figure 26: Hair appliance usage, August 2016
                                                                                          • Younger adults drive usage of newer formats
                                                                                            • Figure 27: Hair appliance usage, any use (net)*, by age, August 2016
                                                                                          • Hispanics higher users of hair appliances, race impacts appliances used
                                                                                            • Figure 28: Hair appliance usage – Any use or interest (net), by race/Hispanic origin, August 2016
                                                                                        • Skincare Device Benefits

                                                                                          • Devices that improve skin tone of high interest to women
                                                                                            • Figure 29: Skincare device benefits – Any rank (net), August 2016
                                                                                          • Cleansing benefits in demand
                                                                                            • Figure 30: Skincare device benefits, by rank, August 2016
                                                                                          • Lifestage impacts benefits sought
                                                                                            • Figure 31: Select skincare device benefits – any rank (net), by age, August 2016
                                                                                          • Hispanic women interested in variety of skincare device benefits
                                                                                            • Figure 32: Select skincare device benefits – any rank (net), by race/Hispanic origin, August 2016
                                                                                          • Opportunities to pair topical products with skincare devices
                                                                                              • Figure 33: Skincare device benefits – Any rank, by skincare routines, August 2016
                                                                                          • Hair Appliance Features

                                                                                            • Price drives hair appliance purchases, added benefits differentiate products
                                                                                              • Figure 34: Hair appliance features, August 2016
                                                                                            • Indifference, replacement-driven shopping further challenges brands
                                                                                              • In their words
                                                                                                • Products promising faster results may reach women
                                                                                                  • In their words
                                                                                                    • Features considered by older women, younger women emphasize reviews
                                                                                                      • Figure 35: Hair appliance features – Any rank (net), by age, August 2016
                                                                                                    • Hispanics may be willing to spend more for added features
                                                                                                      • Figure 36: Select hair appliance features - any rank (net), by all, Black, and Hispanic, August 2016
                                                                                                  • Attitudes toward Skincare Devices

                                                                                                    • Skepticism over skincare device efficacy slows market growth
                                                                                                      • Figure 37: Attitudes toward skincare devices, August 2016
                                                                                                    • Skincare devices viewed as expensive, even by women with higher incomes
                                                                                                      • Figure 38: Attitudes toward skincare devices, by household income, August 2016
                                                                                                    • Black women present opportunities for increasing market penetration
                                                                                                      • Figure 39: Attitudes toward skincare devices, by race/Hispanic origin, August 2016
                                                                                                  • Attitudes toward Hair Appliances

                                                                                                    • Damage a top concern, limited awareness of styling wands
                                                                                                      • Figure 40: Attitudes toward hair appliances, August 2016
                                                                                                    • Younger women more aware of styling wands
                                                                                                      • Figure 41: Attitudes toward hair appliances, August 2016
                                                                                                    • Hispanics less likely to worry about damage
                                                                                                      • Figure 42: Attitudes toward hair appliances, by race/Hispanic origin, August 2016
                                                                                                  • Product Innovations

                                                                                                    • Consumers express interest in product innovations – but aren’t willing to pay
                                                                                                      • Figure 43: Willingness to pay for product innovations, August 2016
                                                                                                    • Products garnering niche interest profit from willingness to pay more
                                                                                                      • Figure 44: Mean and median amounts that consumers are willing to pay for product innovations, August 2016
                                                                                                    • Women don’t know much about existing innovations
                                                                                                      • In their words
                                                                                                        • Younger women, Hispanics drive interest in product innovations
                                                                                                          • Figure 45: Willingness to pay for product innovations – any amount, by age and race/Hispanic origin, August 2016
                                                                                                          • Figure 46: Willingness to pay for product innovations – more than $150, by race/Hispanic origin, August 2016
                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                        • Data sources
                                                                                                          • Sales data
                                                                                                            • Consumer survey data
                                                                                                              • Consumer qualitative research
                                                                                                                • Abbreviations and terms
                                                                                                                  • Abbreviations
                                                                                                                  • Appendix – Consumer

                                                                                                                      • Figure 47: Professional services performed, January 2011-March 2016

                                                                                                                  Companies Covered

                                                                                                                  • Walmart Stores (USA)

                                                                                                                  Beauty Devices - US - October 2016

                                                                                                                  £3,199.84 (Excl.Tax)