The global market for at-home beauty devices is the subject of a newly released report by management and marketing research firm Kline & Company, called Beauty Devices 2013: Global Market Brief. This report analyzes sales, trends and developments for these high-tech gadgets in 2013 in the key global regions of Europe, Asia and the United States. New to this report series is a section dedicated to consumer research.
Nearly 70% of the respondents from the consumer research, which queries women from China, France, Germany, Japan, the United Kingdom and the United States that own devices for aesthetic benefits, are either “satisfied” or “very satisfied” with these high-tech gadgets. Meanwhile, awareness is low with “didn’t know about them” as the second most commonly given reason from those who have not yet tried an at-home beauty device.
Findings from the research indicate that women who use skin care devices have a high level of satisfaction. However, the penetration rates of these high-tech gadgets are low across most regions due to a lack of awareness about them, indicating significant opportunity for marketers to attract new consumers.
Penetration rates of device usage are low across all surveyed countries except for China, which indexed well above the average at 60%. Usage was particularly low in Japan and the United Kingdom for cleansing devices, the leading beauty device used by those surveyed. The lack of knowledge about these products is among the key factors for limited use. The challenge for marketers of at-home skin care devices is to introduce and educate consumers to the merits of devices. Building greater awareness of device benefits and growing consumer confidence in the efficacy and value of devices is essential for market growth. Leveraging the satisfied customers and getting them to talk about devices within their social circles could be a key factor for success.
Globally, the at-home beauty devices market grew by nearly 20% in 2013 to reach $1.4 billion at the manufacturers’ level. While the United States continues to grow at a moderate pace, the focus is shifting to Asian markets.
The high penetration rate in China solidifies the country’s status as a beauty mecca and hotbed of opportunity for marketers of beauty devices and topical skin care products alike. Device sales rose by almost 200% in 2013 versus prior year where global brands such as L’Oréal’s Clarisonic and Nu Skin’s Galvanic Spa continue to infiltrate the Asian market with their dominant product portfolios and strong marketing activities. Clarisonic is the clear-cut market leader globally; moreover, it is the only brand to have usage by 50% or more of cleansing device users in all countries examined.
For more information on Kline’s in-depth analysis of the market for at-home beauty devices, please contact [email protected] or click here.