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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