2021
9
US Beauty Devices Market Report 2021
2021-09-24T04:14:15+01:00
OX1045249
4995
142668
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Report
en_GB
“Pandemic circumstance – whether through stay-at-home trends, interest in wellness, or financial concerns – has had both negative and positive implications on the beauty device category. Moving forward, the category’s…

US Beauty Devices Market Report 2021

$ 4,995 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the US Beauty Devices market including the behaviors, preferences, and habits of the consumer.

The beauty devices market includes two distinct segments. The smaller skincare device segment continues to show increased acceptance and growth, while the mature hair appliance segment struggles amid pandemic circumstance. A combination of professional results and the need for self-care is driving consumer interest and engagement in skincare devices, while stay-at-home habits and a move toward more natural-looking, healthy hair negatively impacts use of hair appliances. As technology and the beauty industry continue to intersect, innovation in beauty devices will be spurred by users’ interest in self-care and empowerment to improve hair/skin health with professional-quality results.

Read on to discover more about the US Beauty Devices consumer market, read our US Gen Z Beauty Consumer Market Report 2021, or take a look at our other Beauty and Cosmetic Industry research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior on beauty device usage.
  • The impact of social media as a purchase channel.
  • Current and future interest in use of beauty devices along with reasons that perpetuate disinterest.
  • Important features and benefits that influence the way consumers shop the category.
  • How makers and marketers can optimize interest in wellness for future benefit.

Covered in this report

Brands include: Plum Beauty, Spa Sciences, Vanity Planet, theLeda, Clio, Church & Dwight Co, DermaSuction, Johnson & Johnson, Conair, Wahl, Revlon, Helen of Troy, Hot Tools, Spectrum Brands, Remington, YouTube, TikTok, Dyson, OPTE, L’Oreal, Affirm, Klarna, NuFace, Drybar.

Expert analysis from a specialist in the field

This report, written by Shannon Romanowski, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Pandemic circumstance – whether through stay-at-home trends, interest in wellness, or financial concerns – has had both negative and positive implications on the beauty device category. Moving forward, the category’s strong association with wellness, self-care and fun could propel growth, even as we move into recovery. Multifunctional benefits can also drive value perceptions among consumers.

Shannon Romanowski, Senior Director, BPCH - Americas
Shannon Romanowski
Senior Director BPCH, Americas

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Beauty device usage, 2021
      • Figure 2: Interest in buying beauty devices, 2021
    • Impact of COVID-19 on beauty devices
      • Figure 3: Short-, medium- and long-term impact of COVID-19 on beauty devices, September 2021
    • Opportunities and challenges
    • Preference for natural hair thwarts usage of hair appliances
      • Figure 4: Reasons for not buying haircare devices, 2021
      • Figure 5: Features sought in haircare devices, 2021
    • Leverage self-care and wellness to rival professional service
      • Figure 6: Skincare device benefits, 2021
    • Optimize pricing amid economic uncertainty
      • Figure 7: Price sensitivity – Skincare device – A skincare device that would replace professional treatments – optimal price, 2021
  3. Target Audience – Key Takeaways

    • Market engagement is differentiated by segment
    • Economic conditions have negative market implications
    • Shoppers want affordable skincare devices
    • Population trends point to opportunities and challenges
  4. Target Audience by the Numbers

    • Beauty device category has broad adoption
      • Figure 8: Beauty device usage – Any usage, 2021
    • Modest constituent of daily users
      • Figure 9: Purchasing behaviors – Daily usage, 2021
    • Different avenues for growth depending on segment
      • Figure 10: Interest in buying beauty devices, 2021
    • Impact of COVID-19 on beauty devices
      • Figure 11: Short-, medium- and long-term impact of COVID-19 on beauty devices, September 2021
  5. Market Factors

    • Turbulent economy hinders discretionary spending
      • Figure 12: Consumer confidence and unemployment, 2000-21
    • Mid-tier pricing is optimal for skincare devices
      • Figure 13: Price sensitivity – Skincare device – A skincare device that would replace professional treatments – Optimal price, 2021
      • Figure 14: Price sensitivity – Skincare device – A skincare device that would replace professional treatments – Threshold prices, 2021
      • Figure 15: Price sensitivity – Skincare device – A skincare device that would replace professional treatments – Price summary table, 2021
    • Population trends showcase challenges and opportunities
      • Figure 16: Population aged 18 or older, by age, 2016-26
  6. Companies and Brands – Key Takeaways

    • Skincare devices see an uptake in usage
    • Hair appliances see mixed results
    • Leverage social media as a purchasing channel
    • Add value through multifunctional capabilities
    • Use tech to improve hair/skin health and provide customization
  7. Competitive Strategies

    • Skincare devices cater to self-care trends
      • Figure 17: MULO sales of facial skincare devices, by leading companies and brands, rolling 52 weeks, 2020 and 2021
    • Hair appliances see mixed results
      • Figure 18: MULO sales of hair appliances, by leading companies and brands, rolling 52 weeks, 2020 and 2021
  8. Market Opportunities

    • Social media is a key avenue for growth
      • Figure 19: Channel usage, 2021
    • Multifunctional tools offer added value
    • Technology brings wellness and customization to the category
  9. The Consumer – Key Takeaways

    • Skincare device use remains modest
    • Promote value and self-care to drive growth of skincare devices
    • Long-lasting results and firm and exfoliated skin are top sought benefits
    • Use of haircare devices is widespread
    • Preference for natural hair stifles use of hair appliance use
    • Product safety, efficacy and convenience are important to hair appliance users
    • Pandemic changed category engagement
    • Beauty devices can be a replacement for professional services
  10. Skincare Device Usage

    • Use of skincare devices remain limited
      • Figure 20: Skincare device usage, 2021
    • Younger adults drive skincare device usage
      • Figure 21: Skincare device usage, by age, 2021
    • Skincare devices resonate with Black and Hispanic adults
      • Figure 22: Skincare device usage, by race/ethnicity, 2021
  11. Interest in and Barriers to Skincare Device Usage

    • Interest in category offers opportunity
      • Figure 23: Interest in buying skincare devices, 2021
      • Figure 24: Interest in buying skincare devices, by select demographics, 2021
    • Price and lack of need drive disinterest
      • Figure 25: Reasons for not using skincare devices, 2021
    • Women focus on price; men focus on routine
      • Figure 26: Reasons for not using skincare devices, by gender, 2021
  12. Benefits of Skincare Devices

    • Users seek a range of benefits from skincare devices
      • Figure 27: Skincare device benefits, 2021
    • Women want multiple benefits, men want technology
      • Figure 28: Skincare device benefits, by gender, 2021
    • Age reveals differences in benefits sought
      • Figure 29: Skincare device benefits, by age, 2021
  13. Hair Appliance Usage

    • Blow dryers have strongest penetration due to universal need
      • Figure 30: Hair device usage, 2021
    • Most adults use multiple haircare devices
      • Figure 31: Repertoire of haircare device usage, 2021
    • Trendier hair devices most popular among young adults
      • Figure 32: Hair device usage, by age, 2021
  14. Interest in and Barriers to Haircare Devices

    • Significant lack of interest among non-users
      • Figure 33: Interest in buying haircare devices, 2021
      • Figure 34: Interest in buying haircare devices, by select demographics, 2021
    • Preference for natural hair limits interest
      • Figure 35: Reasons for not buying haircare devices, 2021
  15. Features Sought in Haircare Devices

    • Users want customization and convenience
      • Figure 36: Features sought in haircare devices, 2021
    • Young adults want portability and technology
      • Figure 37: Features sought in haircare devices, by age, 2021
    • Parents seek results
      • Figure 38: Features sought in haircare devices, by parental status, 2021
    • Black adults want appliances for their hair type
      • Figure 39: Features sought in haircare devices, by race/ethnicity, 2021
  16. Purchasing Behaviors

    • Pandemic drives down usage of hair appliances…
    • …but provides opportunity for skincare devices
      • Figure 40: Purchasing behaviors, 2021
    • Men seek relaxation and engage with social media influencers
      • Figure 41: Purchasing behaviors, by gender, 2021
    • Young adults maintain strong category engagement
      • Figure 42: Purchasing behaviors, by age, 2021
  17. Attitudes toward Beauty Devices

    • Beauty devices are seen as effective alternative
      • Figure 43: Attitudes toward beauty devices, 2021
    • Bring the fun factor to attract young adults
      • Figure 44: Attitudes toward beauty devices, by age, 2021
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Price Sensitivity Analysis Methodology
      • Figure 45: Price sensitivity – Skincare device – A skincare device that would replace professional treatments – Price sensitivity aggregate table, 2021
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  19. Appendix – Companies and Brands

    • Sales of beauty devices by company
      • Figure 46: MULO sales of beauty devices, by leading companies, rolling 52 weeks, 2020 and 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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