Healthy growth opportunities in the budding global beauty devices market will continue to flourish through 2013, according to an upcoming research study by Kline & Company. Growth will be driven by new aesthetics and functions to existing products, and new product activity in regions such as Asia. Spurred by innovation and technology, U.S. sales at the retail level are estimated to exceed $800 million in 2012, a near 20 percent increase over 2011.
Through 2012, cleansing has proven to be the largest skin care concern addressed by beauty devices. Clarisonic, the current market leader, infuses style, cutting-edge design, and function to successfully maintain the company’s consistently strong growth. Recently, the company has introduced a steady flow of new products including limited edition devices such as Amethyst Butterfly PLUS and the Whimsy PLUS that offered Stocking Stuffers and cheerfully packaged and ready-to-gift Brush Head Ornaments.
With consumers focused on problematic areas such as around the eyes and mouth, beauty devices addressing skin toning are in high demand and represent one of the fastest growth areas. NuSkin’s Galvanic Spa and NuFace Trinity are just two examples of products capitalizing on this consumer need. Kline’s research reveals that another anti-aging skin care concern, hyperpigmentation, stands out as an under-served market segment – notably within the lucrative Asia-Pacific region – as consumers seek to even out age-betraying skin tones.
While multi-faceted beauty devices aren’t a standard in the U.S. market, contrarily Kline has found that these tend to be the norm within the Asian market with some devices offering up to three different technologies. For example, in South Korea, Lott’s Merbe or Fyola Si are all multi-functional devices employing various key technologiesincluding microcurrent, ultrasonic and laser, while in China, Himkey offers Mini Ultrasonic, promising to keep skin moist, remove pimples, minimize pores, heal acne, firm the skin and prevent the formation of melanin pigmentation. Devices such as the NuFace Trinity, which include interchangeable heads, enabling consumers to use the same device for multiple treatments, are expected to be a big hit.
Looking ahead, Kline sees mass outlets and retail chains representing an opportunity for sales of affordable beauty devices. However, they will need to increase consumer awareness and boost customer service efforts to capitalize on this growing market. This untapped consumer base has not been thoroughly introduced to both the range and benefits of beauty device products available in conventional locations, such as Walgreens LOOK boutiques, CVS, Target and others. These chains, with a strong customer service component, offer a yet unrealized high potential to introduce and educate the novice device customer.
2013 promises to build on the ever greater recognition and uptake of beauty devices. Driven by relentless innovation, quickly evolving technology, advantageous economies of scale, broader applicability and perhaps – however ironically – a sluggish global economy that sees costly professional skin services eschewed for at-home alternatives, the burgeoning and refined beauty devices market is actively responding to real needs and generating serious numbers. As with all things new, success will be encouraged by concerted efforts to introduce and educate consumers regarding the beauty of these devices.
For more information about this research, please visit: Beauty Devices: Global Market Analysis and Opportunities.