Beauty Devices - US - October 2019

Beauty Devices - US - October 2019

What you need to know

Beauty devices find acceptance among most women, with broad use of hair appliances and strong interest in skincare devices. Hair appliances continue to struggle in the face of long replenishment cycles and preference for more natural-looking, healthy hair. Skincare devices continue to grow as technology fuels innovation and creates opportunity for women to get personalized, salon-quality treatments at home. Moving forward, Mintel expects the influence of smart technology to change the landscape of beauty device innovations along with women’s attitudes toward skin/hair treatments at home.

Definition

For the purposes of this Report, Mintel has used the following definitions:

  • Skincare devices such as cleansing systems, exfoliation systems, LED/laser treatments, hair removal devices and massagers/infusion systems
  • Hair appliances such as blow dryers, flat irons, curling irons and hot rollers
Hair accessories are excluded from this Report.


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Market overview
Figure 1: Usage of beauty devices – Any device (net), July 2019
Top takeaways
Skincare devices should be results-oriented and time-saving
Figure 2: Reasons for using skincare devices, July 2019
Haircare devices should focus on hair health and luxe factors
Figure 3: Attitudes toward hair appliances, July 2019
Key trends
Family/friends and social media inspire trial
Figure 4: Sources of inspiration, July 2019
Smart innovations cater to customized beauty trends
Figure 5: Trial and interest in beauty device innovations, July 2019
What’s next
THE MARKET – WHAT YOU NEED TO KNOW
Beauty devices have broad reach
The luxe factor
Consumer confidence bodes well for discretionary spending
Targeting mature women offers path to growth
Strategically marketing to moms
Growth in female Hispanic population is favorable to market
MARKET PERSPECTIVE
Most women use beauty devices and there’s room for growth
Figure 6: Usage of beauty devices – Any (net), July 2019
Shifting preference from mass beauty devices to luxury brands
Figure 7: Usage of beauty products by brand type, May 2019
Communicating the luxe factor
Figure 8: Luxury indicators, May 2019
MARKET FACTORS
Strong consumer confidence fuels market
Figure 9: Consumer Sentiment Index, January 2007-July 2019
Shifts in female population can influence market performance
Figure 10: US female population aged 18 or older, by age, 2014-24
Figure 11: Usage of beauty devices – Any use (net), by age, July 2019
Moms offer strong category engagement and opportunity
Figure 12: Usage of beauty devices – Any use (net), by parental status, July 2019
Figure 13: Share of births, by age of mother, 2017
Fast-growing Hispanic population drives skincare device usage
Figure 14: Female US population, by Hispanic origin, 2014-24
Figure 15: Usage of beauty devices – Any use (net), by Hispanic origin, July 2019
KEY PLAYERS – WHAT YOU NEED TO KNOW
Social media creates buzz and awareness
Hair appliance sales continue to fall
Smart technology makes beauty devices personalized
>WHAT’S WORKING
The influence of social media
Figure 16: Sources of inspiration, July 2019
WHAT’S STRUGGLING
Hair appliance sales steadily decline in MULO channels
Figure 17: Select attitudes toward hair appliances, July 2019
The bright spot
Figure 18: Multi-outlet sales of hair appliances, by leading companies, rolling 52 weeks 2018 and 2019
WHAT TO WATCH
Beauty devices tap smart technology
Understanding microbiome: diagnosis can increase understanding and build trust
THE CONSUMER – WHAT YOU NEED TO KNOW
Skincare devices benefit from strong user retention and broad interest
Women seek results-oriented skincare devices
Most women use hair appliances
Hair damage concerns are widespread
Mass retailers most popular among beauty device shoppers
Family/friends and professionals inspire women to try beauty devices
Interest in smart beauty devices is strong
SKINCARE DEVICE USAGE
Opportunity for expansion in usage of skincare devices
Figure 19: Skincare device usage (Net), July 2019
Facial cleansing brushes offer broad appeal
Figure 20: Skincare device usage, July 2019
Younger women highly engaged; middle-age women offer opportunity
Figure 21: Select skincare device usage, by age, July 2019
Skincare devices find strong acceptance among moms
Figure 22: Select skincare device usage, by parental status, July 2019
Hispanics are key users of skincare beauty devices
Figure 23: Select skincare device usage, by Hispanic origin, July 2019
REASONS FOR USING SKINCARE DEVICES
Targeted and long-lasting results drive skincare device use
Figure 24: Reasons for using skincare devices, July 2019
Young women use skincare devices as a DIY approach to skincare
Figure 25: Reasons for using skincare devices, by age, July 2019
Moms want instant results
Figure 26: Reasons for using skincare devices, by parental status, July 2019
Skincare devices must be effective and efficient
Figure 27: TURF analysis – Skincare device influencers, July 2019
Figure 28: Table – TURF analysis – Skincare device influencers, July 2019
Methodology
HAIR APPLIANCE USAGE
Near total penetration in use of haircare devices
Figure 29: Hair appliance usage, July 2019
Hot rollers: what’s old could be new again
Figure 30: Select hair appliance usage, by age, July 2019
Strong engagement among moms for all types of haircare devices
Figure 31: Select hair appliance usage, by parental status, July 2019
ATTITUDES TOWARD HAIR APPLIANCES
Hair damage is a significant concern
Figure 32: Attitudes toward hair appliances, July 2019
Younger women want to try before they buy
Figure 33: Attitudes toward hair appliances, by age, July 2019
Hispanics are willing to spend for high-end appliances
Figure 34: Attitudes toward hair appliances, by Hispanic origin, July 2019
RETAILERS SHOPPED FOR BEAUTY DEVICES
Mass merchandisers attract largest constituency of buyers
Figure 35: Retailers shopped for beauty devices, July 2019
Older women less likely to recall their most recent retail purchase
Figure 36: Retailers shopped for skincare devices, by age, July 2019
Figure 37: Retailers shopped for haircare appliances, by age, July 2019
Hispanics are far more apt to shop beauty specialists
Figure 38: Retailers shopped for skincare devices, by Hispanic origin, July 2019
Figure 39: Retailers shopped for haircare appliances, by Hispanic origin, July 2019
SOURCES OF INSPIRATION
Family/friends and professionals are top inspirations
Figure 40: Sources of inspiration, July 2019
Social media inspires younger women to try new devices
Figure 41: Select sources of inspiration, by age, July 2019
Moms take to social media and online reviews for inspiration
Figure 42: Select sources of inspiration, by parental status, July 2019
Social media and brand websites have good reach among Hispanics
Figure 43: Select sources of inspiration, by Hispanic origin, July 2019
INNOVATIONS IN BEAUTY DEVICES
Smart innovations cater to customized beauty trends
Figure 44: Trial and interest in beauty device innovations, July 2019
Masks and smart features appeal to younger women
Figure 45: Trial and interest in select beauty device innovations, by age, July 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – KEY PLAYERS
Figure 46: Multi-outlet sales of hair appliances, by leading companies and brands, rolling 52 weeks 2018 and 2019

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