Germany Beauty Devices Market Report 2024
Leverage long-lasting results, wellness associations, multifunctionality, eco-friendliness and the power of AI to motivate consumers to invest in beauty devices.
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Opportunities
- Graph 1: interest in cheaper versions of branded devices, by device type, 2023
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MARKET DRIVERS
- The German economy
- Graph 2: key economic data, in real terms, 2019-25
- Graph 3: financial confidence index, 2022-24
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WHAT CONSUMERS WANT AND WHY
- Usage of electrical devices in the last 12 months
- Graph 4: usage of hair styling devices, by repertoire, 2023
- Graph 5: usage of facial treatment devices, 2023
- Graph 6: usage of hair removal devices and gel nail lamps in the last 12 months, by gender, 2023
- Barriers to usage of electrical facial treatment devices
- Purchase factors of electrical beauty/grooming devices
- Graph 7: impact on purchase of electrical beauty/grooming devices, by device type, 2023
- Reasons to buy a new electrical beauty/grooming device
- Behaviours towards electrical beauty/grooming devices
- Graph 8: behaviours towards electrical beauty/grooming devices, 2023
- Graph 9: behaviours towards electrical beauty/grooming devices, 2023
- Graph 10: behaviours towards electrical beauty/grooming devices, 2023
- Attitudes towards electrical beauty/grooming devices
- Graph 11: attitudes towards electrical beauty devices, 2023
- Graph 12: attitudes towards electrical beauty devices, 2023
- Graph 13: interest in cheaper versions of branded devices, by device type, 2023
- Graph 14: attitudes towards electrical beauty devices, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Advertising and marketing activity
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
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.
This Report Looks At The Following Areas:
- The short-, medium- and long-term impact of inflation on beauty devices, including changing usage habits and buying intentions.
- Usage of beauty devices, with hair styling devices being mainstream and facial treatment devices being more niche.
- Barriers to usage of facial treatment devices, centring around price and confusion among consumers.
- Purchase factors of beauty devices, with sales/ discounts and recommendations from friends and family coming out on top.
- Reasons to buy a new beauty device, with focus on long-lasting results and relaxation.
- Behaviours and attitudes towards beauty devices.
- Launch activity and innovation in beauty devices.
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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