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
Collapse All
-
- Key issues covered in this Report
-
EXECUTIVE SUMMARY
- Market context
- Opportunities
- Graph 1: interest in cheaper versions of branded devices, by device type, 2023
-
MARKET DRIVERS
- The German economy
- Graph 2: key economic data, in real terms, 2019-25
- Graph 3: financial confidence index, 2022-24
-
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
-
LAUNCH ACTIVITY AND INNOVATION
- Advertising and marketing activity
-
APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
