Table of Contents
Executive Summary
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- The issues
- Beauty device sales remain flat
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- Figure 1: Total US retail sales of select haircare and skincare beauty devices, at current prices, 2011-16(est.)
- Ownership of skincare devices is limited, lapsed usage presents concerns
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- Figure 2: Skincare device usage, August 2016
- Brands face challenges in setting hair appliances apart
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- Figure 3: Hair appliance features – Any rank (net)*, August 2016
- The opportunities
- Increase awareness of newer formats
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- Figure 4: Attitudes regarding awareness of beauty devices, August 2016
- Position products as being gentle, highlight reduced damage
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- Figure 5: Attitudes toward beauty device safety, August 2016
- Niche products encourage increased spend among target audiences
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- Figure 6: Mean amount ($) that consumers are willing to pay for product innovations, August 2016
- What it means
The Market – What You Need To Know
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- Strong skincare device sales help offset struggling hair appliances
- More spend allocated toward topical products, opportunities for cross-promotion
- Market challenges include professional services, simplified beauty routines
- Confident consumers boost market, aging population presents challenges
Market Size Trends
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- Strong skincare device sales help offset struggling hair appliances
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- Figure 7: Total US retail sales of select haircare and skincare beauty devices, at current prices, 2011-16(est.)
- Figure 8: Total US retail sales and forecast of selected haircare and skincare beauty devices, by type*, at current prices, 2014 and 2016
- Hair appliances struggle in MULO
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- Figure 9: MULO sales of hair appliances, 2014 and 2015
Market Breakdown
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- More spend allocated toward topical products than beauty devices
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- Figure 10: Sales of haircare, facial skincare, hair appliances, and skincare devices, at current prices, 2014 and 2016(est.)
- Opportunities to cross-promote topical products and beauty devices
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- Figure 11: Haircare products intended for use with hair appliances, 2016
- In their words
Market Perspective
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- Uncertainty over skin type presents challenges for skincare device sales
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- Figure 12: Facial skin type, February 2015
- Younger women’s routines show opportunities for skincare devices
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- Figure 13: Skincare routines, August 2016
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- Figure 14: Skincare routines, by all and aged 18-24, August 2016
- Haircare routines provide insights into hair appliance usage
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- Figure 15: Occasional haircare routine, January 2016
- Professional services challenge beauty device sales
- Challenges in motivating consumers to make purchases for reasons beyond replacement
- In their words
Market Factors
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- Snapshot of beauty device users
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- Figure 16: Skincare device, blow dryer, flat iron, styling wand, curling iron, and hot roller user profiles, August 2016
- Growing Hispanic population bodes well for beauty device sales
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- Figure 17: Population by race and Hispanic origin, percent change 2016-21
- Aging population presents challenges
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- Figure 18: Population of women, by age, 2011-21
- High price points keep skincare devices out of reach for the average woman...
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- Figure 19: Skincare devices – Optimal price, December 2014
- In their words
- ...but more confident consumers may spend more on beauty devices
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- Figure 20: Consumer Sentiment Index, January 2011-June 2016
Key Initiatives – What You Need to Know
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- Increasing hair appliance repertoire, brand extensions for skincare devices
- Hair appliances challenged to stand out, limited awareness of skincare devices
- Blow dryers get a makeover, skincare devices address added concerns
What’s In?
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- Hair appliances
- Interest in new formats may combat struggling hair appliance sales
- Mini and cordless hair appliances appeal to on-the-go lifestyles
- Healthy-hair trends boost Remington products that reduce heat damage
- Skincare devices
- Skincare brands broaden their reach with male-specific devices
- Brand extensions prevalent in new skincare device launches
What’s Out?
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- Hair appliances
- Basic hair appliance claims are highly saturated, leading to mixed results
- Social media challenges make it hard for hair appliance brands to stand out
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- Figure 21: Display of hair appliances at Target, August 2016
- Skincare devices
- High price points, lack of awareness continue to limit skincare device ownership
What’s Next?
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- Hair appliances
- Blow dryers get a makeover
- Products offering new ways to curl give women more variety
- Customizable products offer broader benefits
- Skincare devices
- Skincare devices address a wider variety of concerns
The Consumer – What You Need to Know
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- Despite limited trial, interest in skincare devices is strong
- Younger women drive use of new hair appliance formats
- Cleansing devices in high demand, interest in specific benefits
- Price drives hair appliance purchases, reviews are influential
- Skepticism over skincare device efficacy slows market growth
- Heat damage a top concern, limited awareness of styling wands
- Products garnering niche interest profit from willingness to pay more
Skincare Device Usage
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- Skincare device trial is limited, though interest is strong
- Lapsed usage a concern given newness of category
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- Figure 22: Skincare device usage, August 2016
- Younger, affluent women drive skincare device usage and interest
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- Figure 23: Skincare device usage – any usage or interest (net), by age and household income, August 2016
- In their words
- Hispanics report higher usage, Black women show strong interest
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- Figure 24: Skincare device usage – any skincare device (net)*, by race/Hispanic origin, August 2016
Hair Appliance Usage
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- Hair appliance usage is widespread
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- Figure 25: Hair appliance usage – Any use (net*), August 2016
- Hot rollers and curling irons impacted by lapsed users
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- Figure 26: Hair appliance usage, August 2016
- Younger adults drive usage of newer formats
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- Figure 27: Hair appliance usage, any use (net)*, by age, August 2016
- Hispanics higher users of hair appliances, race impacts appliances used
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- Figure 28: Hair appliance usage – Any use or interest (net), by race/Hispanic origin, August 2016
Skincare Device Benefits
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- Devices that improve skin tone of high interest to women
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- Figure 29: Skincare device benefits – Any rank (net), August 2016
- Cleansing benefits in demand
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- Figure 30: Skincare device benefits, by rank, August 2016
- Lifestage impacts benefits sought
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- Figure 31: Select skincare device benefits – any rank (net), by age, August 2016
- Hispanic women interested in variety of skincare device benefits
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- Figure 32: Select skincare device benefits – any rank (net), by race/Hispanic origin, August 2016
- Opportunities to pair topical products with skincare devices
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- Figure 33: Skincare device benefits – Any rank, by skincare routines, August 2016
Hair Appliance Features
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- Price drives hair appliance purchases, added benefits differentiate products
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- Figure 34: Hair appliance features, August 2016
- Indifference, replacement-driven shopping further challenges brands
- In their words
- Products promising faster results may reach women
- In their words
- Features considered by older women, younger women emphasize reviews
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- Figure 35: Hair appliance features – Any rank (net), by age, August 2016
- Hispanics may be willing to spend more for added features
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- Figure 36: Select hair appliance features - any rank (net), by all, Black, and Hispanic, August 2016
Attitudes toward Skincare Devices
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- Skepticism over skincare device efficacy slows market growth
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- Figure 37: Attitudes toward skincare devices, August 2016
- Skincare devices viewed as expensive, even by women with higher incomes
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- Figure 38: Attitudes toward skincare devices, by household income, August 2016
- Black women present opportunities for increasing market penetration
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- Figure 39: Attitudes toward skincare devices, by race/Hispanic origin, August 2016
Attitudes toward Hair Appliances
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- Damage a top concern, limited awareness of styling wands
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- Figure 40: Attitudes toward hair appliances, August 2016
- Younger women more aware of styling wands
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- Figure 41: Attitudes toward hair appliances, August 2016
- Hispanics less likely to worry about damage
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- Figure 42: Attitudes toward hair appliances, by race/Hispanic origin, August 2016
Product Innovations
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- Consumers express interest in product innovations – but aren’t willing to pay
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- Figure 43: Willingness to pay for product innovations, August 2016
- Products garnering niche interest profit from willingness to pay more
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- Figure 44: Mean and median amounts that consumers are willing to pay for product innovations, August 2016
- Women don’t know much about existing innovations
- In their words
- Younger women, Hispanics drive interest in product innovations
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- Figure 45: Willingness to pay for product innovations – any amount, by age and race/Hispanic origin, August 2016
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- Figure 46: Willingness to pay for product innovations – more than $150, by race/Hispanic origin, August 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Consumer
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- Figure 47: Professional services performed, January 2011-March 2016
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