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Beauty Devices, Tools and Accessories - UK - October 2018

“Although the value of electrical devices and hair appliances has grown to an estimated £834 million in 2018, new multipurpose appliances threaten long-term growth opportunities in this sector. Non-electrical tools retain popularity via design and self-expression, and consumers continue to use a wide range of non-electrical tools. Opportunity lies in closing the gap between behaviour and intent, especially when it comes to the environment and ethics; well-known brands that publicise the importance of these practices can increase their associated ‘feelgood’ factor.”
– Alex Fisher, Senior Beauty Analyst

This report looks at the following areas:

  • Multipurpose becomes important
  • Behaviours do not match intentions

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Hair appliances lead growth in electricals
              • Figure 1: UK retail value sales of the hair appliances and beauty devices market, 2016-18 (est)
            • Tools benefit from cosmetics’ successes
              • Companies and brands
                • Tools are on-trend
                  • A device dichotomy
                    • Brushing up on needs
                      • Figure 2: % change in total above-the-line, online display and direct mail advertising expenditure on beauty devices and appliances, by selected advertisers, 2016-17
                    • The consumer
                      • All the small things
                        • Figure 3: Use and purchase of beauty tools and accessories, July 2018
                      • Brushes at their best
                        • Figure 4: Choice factors when buying make-up applicators, July 2018
                      • Purposefully positioned
                        • Figure 5: Use and purchase of beauty devices and appliances, July 2018
                      • The power of electricals
                        • Figure 6: Behaviours of beauty device and appliance users, July 2018
                      • Why buy?
                        • Figure 7: Attitudes towards beauty devices, tools and accessories, July 2018
                      • What we think
                      • Issues and Insights

                        • Multipurpose becomes important
                          • The facts
                            • The implications
                              • Behaviours do not match intentions
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Hair appliances lead growth in electricals
                                      • Tools benefit from cosmetics’ successes
                                      • Market Segmentation

                                        • Growth highest among hair appliances
                                          • Figure 8: UK retail value sales of the hair appliances and beauty devices market, 2016-18 (est)
                                          • Figure 9: Clarisonic Sonic Foundation Brush, June 2018
                                      • Market Drivers

                                        • Opportunity among older consumers
                                          • Figure 10: Trends in the age structure of the UK population, by gender, 2013-23
                                        • Cosmetics growth drives tools
                                          • Alternatives to procedures
                                            • Figure 11: Appearance as a cause of stress over last 12 months, by age and gender, October 2016
                                          • Consumer confidence growing
                                            • Figure 12: Trends in consumer sentiment around financial situation for the coming year, July 2013-August 2018
                                          • Every penny counts
                                            • Figure 13: Dyson’s supersonic hairdryer, 2017
                                          • Act natural
                                          • Companies and Brands – What You Need to Know

                                            • Tools are on-trend
                                              • A device dichotomy
                                                • Brushing up on needs
                                                • Launch Activity and Innovation

                                                  • Tools and Accessories
                                                    • Fantasy worlds
                                                      • Figure 14: Minutes to Mermaid brush collection by Tarte Cosmetics, March 2018
                                                    • Be yourself
                                                      • Figure 15: Personalised Tangle Teezer detangling brush, March 2018
                                                    • Following the vegan trend
                                                      • Maintaining your tools
                                                        • Figure 16: StylPro brush cleaner by Tom Pellereau, May 2017
                                                      • Devices and Appliances
                                                        • Affordable treatments
                                                          • Speed it up
                                                            • Figure 17: FOREO UFO, August 2018
                                                          • New technical heights
                                                            • Figure 18: Kérastase Hair Coach, January 2017
                                                          • One for all
                                                            • Figure 19: BaByliss Smooth & Wave TV advert, November 2017
                                                        • Advertising and Marketing Activity

                                                          • Dyson spends the most
                                                            • Figure 20: Total above-the-line, online display and direct mail advertising expenditure on beauty devices and appliances, by selected advertisers, 2016 and 2017
                                                            • Figure 21: Dyson Supersonic hairdryer Christmas advert, December 2017
                                                          • Multipurpose appeal
                                                            • Figure 22: Braun Silk-épil 9 Skin Spa advert, February 2018
                                                          • Brushes make the big time
                                                            • Figure 23: Real Techniques Brush Crush collection is sent to space, August 2018
                                                          • Nielsen Ad Intel coverage
                                                          • The Consumer – What You Need to Know

                                                            • All the small things
                                                              • Brushes at their best
                                                                • Purposefully positioned
                                                                  • The power of electricals
                                                                    • Why buy?
                                                                    • Use and Purchase of Tools and Accessories

                                                                      • Keep it small
                                                                        • Figure 24: Use of beauty tools and accessories, July 2018
                                                                      • High brow
                                                                        • Figure 25: Luxury tweezers from Rubis, March 2017
                                                                      • Men remain an opportunity
                                                                        • Figure 26: Use of beauty tools and accessories, by gender, July 2018
                                                                      • The tools for the job
                                                                        • Figure 27: Use and purchase of beauty tools and accessories, July 2018
                                                                    • Make-up Applicators

                                                                      • Quality above all else
                                                                        • Figure 28: Choice factors when buying make-up applicators, July 2018
                                                                      • The Instagram effect
                                                                        • Figure 29: Selected choice factors when buying make-up applicators, by age, July 2018
                                                                        • Figure 30: Nanshy’s 3D Concealer Brush, April 2017
                                                                        • Figure 31: Storybook Cosmetics’ Rose Brushes, August 2018
                                                                      • Make-up means clean up
                                                                      • Use and Purchase of Devices and Appliances

                                                                        • Style it out
                                                                          • Figure 32: Use of beauty devices and appliances, July 2018
                                                                          • Figure 33: Use of beauty devices and appliances, by age, July 2018
                                                                        • Big spenders
                                                                          • Figure 34: Use and purchase of beauty devices and appliances, July 2018
                                                                        • Making it up
                                                                        • Device and Appliance Behaviour

                                                                          • The best intentions
                                                                            • Figure 35: Behaviours of beauty device and appliance users, July 2018
                                                                            • Figure 36: Ultimate Air Dryer Brush by EcoTools, September 2017
                                                                          • Pampering without the price tag
                                                                            • Figure 37: Behaviours of beauty device and appliance users, by devices or appliances used, July 2018
                                                                          • Staying retail-savvy
                                                                          • Attitudes towards Beauty Devices, Tools and Accessories

                                                                            • Environmentally concerned?
                                                                              • Figure 38: Attitudes towards beauty devices, tools and accessories, July 2018
                                                                              • Figure 39: Real Techniques PowderBleu range, June 2017
                                                                            • Trend on trial
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Consumer research methodology

                                                                                  Beauty Devices, Tools and Accessories - UK - October 2018

                                                                                  US $2,693.85 (Excl.Tax)