According to a recently published consumer insights report from the Kline group, the market for at-home beauty devicescontinues to grow from its solid foundation around the world.
This growth has been fueled by marketing which heavily features improved versions of existing products, brand new products, and laser anti-aging technology with high price points.
83% of respondents indicated that consumers look for clinical trials, FDA approval and solid brand reputation when evaluating the credibility of a device. Consumers who didn’t use devices revealed that they were largely unaware of them, showing a significant need for improved education and awareness tactics from marketers and brands when they introduce products to new markets.
“The emergence of the skin care device market presents the consumer with a safe, non-invasive alternative to expensive plastic surgery and other potentially risky skin recovery methods,” says Kimberly Langford at Jellen Skin Care Products. “The cost to own a clinically proven in-home beauty device can range from $100 up to $500, which can hinder marketability. Considering that the average cost of just ONE professional high-tech treatment at a spa or salon can run around $150, these home care devices present consumers with the opportunity for multiple treatments which can result in a significant savings over the long run.”
The report was conducted in the industry’s six key markets for at-home beauty devices, which are led by China and the United States.
Clarisonic is still the global market leader, expanding even further with an aggressive marketing campaign in the US. Clarisonic also recently introduced its Smart Profile Face Brush, which uses a radio-frequency identification communication chip to adjust frequency, cleansing time and speed for each part of the face.
Facial cleansing is one of the most reliable and popular areas of the market. Estée Lauder’s Clinique did extremely well with it’s $89.50 price point Clinique Sonic System Purifying Cleansing Brush, tying its use in with their already established skincare products.
Two-thirds of the survey respondents revealed an increasing desire for devices for anti-aging skin care, which could mean good things for new products like TRIA Beauty’s Age-Defying Laser device and Illuminage Beauty’s Skin Smoothing Laser. Both devices will sell for prices as high as $450, so the device’s creators will have to wait and see if the high number of responders go for the expensive at-home beauty treatments.
NuFace is also coming in strong on this corner of the market, reintroducing it’s microcurrent-based Galvanic Spa and launching a new travel-ready version of it’s Trinity Facial Trainer. The new device is FDA-cleared and will target beauty enthusiasts on-the-go. The mini device will sell for $199, while the standard model will continue to sell for $325.
In order to remain competitive in light of this new data, at-home skin device businesses must continue to innovate and create new technology to remain competitive. They must also focus on attracting and educating new customers.