Description

“The category’s association with wellness, self-care and fun will need to be leveraged as a way to motivate consumers to expand their beauty device repertoires. Price sensitivity driven by cost of living increases will force many Canadians to cut down on discretionary purchases including beauty devices. Highlighting versatile features, added conveniences and multi-use options will help to improve a brand’s value perceptions.”
– Meghan Ross, Senior Home & Beauty Analyst

This Report looks at the following areas:

  • Market factors influencing the beauty device market.
  • Hair device usage rates and barriers.
  • Skincare device usage rates and barriers.
  • Interest in beauty device usage.
  • Beauty device attitudes and behaviours.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Market context
        • Executive Summary

            • Top takeaways
              • Market overview
                  • Figure 1: Category outlook, 2022-27
                • Opportunities and challenges
                  • Cost will continue to be a significant barrier for beauty device purchases
                    • Devices can play a role in self-care and wellness goals
                      • Proactive device use will appeal to younger consumers
                        • Satisfaction with current routines will limit new user opportunities
                          • Consumers are seeking greater reassurances from brands
                          • Market Factors

                            • Impact of COVID-19 on beauty devices
                              • Figure 2: Conair Canada Instagram post, 2020
                            • Cost of living increases drive many to rein in discretionary spending
                              • Figure 3: 12-month change in the Consumer Price Index, 2019-22
                              • Figure 4: Foreo Instagram post, 2022
                            • Immigration will impact beauty device demand
                              • Figure 5: Distribution of foreign-born population by region of birth, 1996-2036
                            • Canada’s aging population may prove challenging but could also inspire new innovation opportunities
                              • Figure 6: Population aged 0-14 and 65+, 1988-2068*
                          • Competitive Strategies and Market Opportunities

                            • Perceptions of value will drive purchase decisions
                              • Figure 7: Mintel Trend Driver: Value
                              • Figure 8: Dyson Instagram post, 2022
                              • Figure 9: Dr Dennis Gross Instagram post, 2021
                              • Figure 10: Foreo Instagram post, 2022
                              • Figure 11: Revlon Hair Tools Instagram post, 2022
                              • Figure 12: How to CURL and WAVE hair using FLAT IRON hair straighteners by Corioliss, 2016
                              • Figure 13: YaMan Official Instagram post, 2022
                              • Figure 14: The At-Home Haircolor Experience, Reinvented. Introducing Colorsonic by L’Oréal, 2022
                            • Consumers are recognizing the importance of self-care
                              • Figure 15: Mintel Trend Driver: Wellbeing
                              • Figure 16: Droplette Inc Instagram post, 2022
                              • Figure 17: Consonant Life Instagram post, 2022
                              • Figure 18: Exponent Beauty Instagram post, 2022
                          • Accessories and Devices – Fast Facts

                            • Haircare Device Usage

                              • Seven in 10 Canadians use haircare devices
                                • Figure 19: Haircare devices used, 2022
                              • Styling tools are more common among hair device users
                                • Figure 20: Haircare devices used, overall vs net haircare users, 2022
                              • Reuse rates are strong for haircare devices
                                • Figure 21: Haircare devices would use again, among users of each particular device, 2022
                              • Hair tools help women achieve their desired hairstyles
                                • Figure 22: Haircare devices used, men vs women, 2022
                                • Figure 23: The Beard Struggle Instagram post, 2022
                              • Habit and hairstyles impact tool choice by age
                                • Figure 24: Haircare devices used, by age, 2022
                              • Hair tool choice is impacted by racial differences
                                • Figure 25: Cortex Beauty USA Instagram post, 2021
                                • Figure 26: Haircare devices used, by racial background, 2022
                              • Income does not impact hair tool usage rates
                                • Figure 27: Any haircare devices used, by household income, 2022
                            • Haircare Device Purchase Barriers

                              • Satisfaction with natural hairstyles and a desire to keep things simple are barriers to increased device usage
                                • Figure 28: Conair Canada Instagram post, 2022
                                • Figure 29: Barriers to using haircare devices or purchasing additional devices, 2022
                                • Figure 30: Revlon Hair Tools Instagram post, 2022
                              • Hair device users are weighing multiple factors when deciding whether or not to expand repertoire
                                • Figure 31: Barriers to using haircare devices or purchasing additional devices, by haircare device users and non-users, 2022
                              • Brands will face challenges gaining new category users
                                • Figure 32: Haircare devices interested in using, men vs women, 2022
                              • A low interest in hairstyling prevents men from using hairstyling tools
                                • Figure 33: Barriers to using haircare devices or purchasing additional devices, men vs women, 2022
                              • Younger non-users express more interest in device trial, but it is still muted
                                • Figure 34: Haircare devices interested in using, 18-44s vs over-45s, 2022
                              • Younger consumers need tools to streamline styling timelines
                                • Figure 35: ‘I don’t have time to style my hair properly’ cited as a barrier to using haircare devices or purchasing additional devices, by age, 2022
                                • Figure 36: Dyson Hair Instagram post, 2022
                                • Figure 37: Conair Canada Instagram post, 2022
                              • Despite a range of price point options, cost remains a haircare tool barrier
                                • Figure 38: ‘They are too expensive’ cited as a barrier to using haircare devices or purchasing additional devices, by perception of financial health, 2022
                            • Skincare Device Usage

                              • Skincare devices remain niche
                                • Figure 39: Skincare devices used, 2022
                              • Four in 10 skincare device users own multiple tools
                                • Figure 40: Skincare devices used, overall vs net skincare users, 2022
                              • The majority of skincare device users are interested in continued device use
                                • Figure 41: Skincare devices would use again, among users of each particular device, 2022
                              • Skincare device usage skews younger
                                • Figure 42: Any skincare device usage, by age and gender, 2022
                                • Figure 43: Skincare devices used, by age, 2022
                              • Asian consumers have higher category involvement
                                • Figure 44: Silk’n Solution Instagram post, 2022
                                • Figure 45: Skincare devices used, by racial background, 2022
                              • Parents over-index for skincare device usage, driven by their perceptions around self-care
                                • Figure 46: Skincare devices used, by parental status, 2022
                              • Price is a more limiting factor for young consumers
                                • Figure 47: Skincare devices used (net), by age and household income, 2022
                            • Skincare Device Purchase Barriers

                              • Consumers need a clearer understanding of skincare device benefits
                                • Figure 48: Skincare device barriers, skincare device users vs non-users, 2022
                                • Figure 49: My NuFACE Instagram post, 2021
                                • Figure 50: Foreo Instagram post, 2022
                                • Figure 51: Dermaflash Instagram post, 2022
                              • Female non-users are more interested in trying new products
                                • Figure 52: Skincare devices interested in using, men vs women, 2022
                              • Cost is the most significant barrier for women
                                • Figure 53: Skincare device barriers, men vs women, 2022
                                • Figure 54: Dr Dennis Gross Instagram post, 2022
                              • Younger consumers express greater curiosity towards new skincare devices
                                • Figure 55: Skincare devices interested in using, 18-44s vs over-45s, 2022
                              • Category indifference is the strongest barrier for older consumers
                                • Figure 56: Skincare device barriers, 18-44s vs over-45s, 2022
                                • Figure 57: My NuFACE Instagram post, 2021
                                • Figure 58: My NuFACE Instagram post, April 2022
                              • Chinese consumers are less likely to recognize the value of skincare devices and cite cost as a major barrier
                                • Figure 59: Skincare device barriers, by racial background, 2022
                              • The lack of accessibly-priced options will pose a challenge for budget-driven shoppers
                                • Figure 60: Those who cite that skincare devices are too expensive as a barrier to using or purchasing additional devices, by perceived financial health, 2022
                                • Figure 61: My Kitsch Instagram post, 2022
                                • Figure 62: EcoTools Instagram post, 2022
                            • Beauty Device Attitudes

                              • Beauty device value attitudes
                                • Quality and versatility will increase perceptions of value
                                  • Figure 63: Beauty device value attitudes (% agreeing), men vs women, 2022
                                  • Figure 64: Beauty device value attitudes (% agreeing), by age, 2022
                                  • Figure 65: Beauty device value attitudes (% agreeing), Asians vs overall, 2022
                                  • Figure 66: ‘I’m willing to spend more to have high-end beauty devices’ (% agree), by household income, 2022
                                  • Figure 67: ‘I wish there were more skincare devices that worked on face and body’ (% agree), by perceptions of financial health, 2022
                                • Beauty device efficacy attitudes
                                  • Brands need to put in additional effort to build trust
                                    • Figure 68: Beauty device efficacy attitudes (% agreeing), by age, 2022
                                    • Figure 69: Beauty device efficacy attitudes (% agreeing), Asians vs overall, 2022
                                  • Beauty device research and recommendation attitudes
                                    • Shoppers are willing to put in the effort to learn about beauty devices prior to purchasing them
                                        • Figure 70: Beauty device recommendations and research attitudes (% agreeing), men vs women, 2022
                                        • Figure 71: Beauty device recommendations and research attitudes (% agreeing), by age, 2022
                                        • Figure 72: Beauty device recommendations and research attitudes (% agreeing), Asians vs overall, 2022
                                      • Beauty device motivation attitudes
                                        • The emotional element of device use must be considered
                                          • Figure 73: Beauty device motivation attitudes (% agreeing), men vs women, 2022
                                          • Figure 74: Beauty device motivation attitudes (% agreeing), by age, 2022
                                          • Figure 75: Beauty device motivation attitudes (% agreeing), by parental status, 2022
                                      • Appendix – Data Sources and Abbreviations

                                        • Data sources
                                          • Consumer survey data
                                            • Mintel Trend Drivers
                                              • Abbreviations

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