70% of consumers used hair styling tools in 2023, making them the most popular beauty device. At 19%, facial treatment tools display significantly lower usage than hair tools. However, they are more popular with younger consumers (31% of 25-34s vs 12% of 45-54s), influenced by social media trends occurring in this space.
In times of high costs of living, consumers are acutely aware of prices. The challenge for facial treatment device brands will be to clear up confusion around their usage and benefits, and be mindful of pricing.
Consumers are also concerned about the environmental impact of beauty devices. Brands can adopt sustainability early by refurbishing or safely disposing – aligning with the EU Right to Repair and appealing to cost-conscious consumers.
Discounts/sales, recommendations from friends/family and positive reviews, which are especially prominent with buyers of facial treatment or hair-removal devices, are strong purchase factors. When buying a new beauty device, consumers look for results (35%), relaxing usage (28%) and time-saving properties (24%).
Mainstream appeal lies in red-light-therapy devices, covering both skin and hair as per the skinification trend. L’Oréal dominates with a range of recent innovative launches.
Leverage long-lasting results, wellness associations, multifunctionality, eco-friendliness and the power of AI to motivate consumers to invest in beauty devices.
Henrike Philipp, Associate Analyst
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