Table of Contents
Executive Summary
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- Impact of COVID-19 on beauty devices, tools and accessories
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- Figure 1: Short, medium and long-term impact of COVID-19 on beauty devices, tools and accessories, October 2020
- The market
- Value sales boosted by COVID-19 in 2020
- Companies and brands
- NPD remains limited in some areas over others
- The consumer
- Non-electrical tools usage is near universal
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- Figure 2: Non-electrical beauty/grooming tools and accessories used in the last 12 months, July 2020
- Electrical devices can look to new consumer groups
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- Figure 3: Electrical beauty/grooming devices and appliances used in the last 12 months, July 2020
- Online growth will create challenges
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- Figure 4: Channels used to purchase beauty/grooming devices, tools and accessories in the last 12 months, July 2020
- Online-only retailers will make further gains in 2020
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- Figure 5: Types of retailers used to purchase beauty/grooming devices, tools and accessories in the last 12 months, July 2020
- The category is vulnerable to trading down
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- Figure 6: Beauty/grooming devices, tools and accessories usage behaviours, July 2020
- Brand name drives trust perceptions
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- Figure 7: Beauty/grooming devices, tools and accessories purchase behaviours, July 2020
- Word-of-mouth marketing is essential to drive trial
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- Figure 8: Factors to encourage beauty/grooming devices, tools and accessories experimentation, July 2020
- Savvy shoppers are looking for discounts
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- Figure 9: Factors to encourage electrical beauty/grooming device experimentation, July 2020
Issues and Insights
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- COVID-19 drives DIY routines benefiting devices
- Promote value-for-money perceptions by tapping into multiple trends
- Offsetting price competition will be imperative
The Market – Key Takeaways
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- COVID-19 drives interest in DIY beauty
- Financial worries will impact spend
- Catering to new audiences remains an untapped opportunity
Market Segmentation
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- DIY trend during lockdown boosts demand
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- Figure 10: Short, medium and long-term impact of COVID-19 on beauty devices, tools and accessories, October 2020
- Gap for affordable devices remains
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- Figure 11: UK retail value sales of the hair appliances and beauty devices market, 2018-20
- More time at home benefits facial skincare devices
- Hair appliances benefit from innovation
- A challenging outlook for hair removal devices
- A recession will see brand preferences shift
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- Figure 12: Consumer expenditure on beauty and personal care products (excluding professional services), 2007-12
Market Drivers
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- An ageing population presents opportunities
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- Figure 13: Projected trends in the age structure of the population, 2018-28
- COVID-19 hits consumer confidence
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- Figure 14: Mintel’s financial confidence index, January 2015-August 2020
- A tough final quarter will impact gift spend
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- Figure 15: Purchase of beauty devices, appliances or applicators as gifts in the last 12 months, by age, January 2020
- Focus on hair health drives down usage of appliances
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- Figure 16: Haircare behaviours, December 2019
- An opportunity to tap into new skincare routines
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- Figure 17: Changes in facial skincare routines since the start of the COVID-19/coronavirus outbreak, 7 April-23 May 2020
- Demand for makeup devices will be impacted by COVID-19
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- Figure 18: Makeup buying behaviours in last 12 months, April 2020
- Reposition hair removal devices to maximise reach
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- Figure 19: Interest in hair removal innovations, January 2020
- An opportunity to fill the device gap in fragrances
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- Figure 20: Interest in fragrance innovations, June 2020
- Retail experience influences where consumers shop
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- Figure 21: Electrical goods purchase behaviours, November 2019
- Brands can address a lack of diversity
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- Figure 22: Definition of a diverse beauty brand, August 2019
- Consumers will demand more sustainable tools and accessories
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- Figure 23: Eco-friendly BPC behaviours, November 2019
Companies and Brands – Key Takeaways
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- Multifunctionality adds value in the post-COVID-19 era
- Brand extension drives NPD in tools and accessories
- Personalisation trend takes hold in devices
Launch Activity and Innovation
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- Non-electrical tools and accessories
- Multifunctional makeup tools offer convenience and value
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- Figure 24: Trinny London’s T-Kit 3-in-1 Brush, 2019
- Range expansions give accessory brands more reach
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- Figure 25: Beautyblender’s The Detailer Makeup Brush Range, 2019
- Brands respond to demand for picture-perfect tools and accessories
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- Figure 26: Real Techniques Cashmere Dreams Makeup Brush Collection, 2020
- Brands tap into resilient demand for skincare
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- Figure 27: Revolution Beauty Skincare Tools, 2020
- Electrical devices and appliances
- Dyson’s success showcases an appetite for innovation
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- Figure 28: Dyson’s Corrale Hair Straightener, 2020
- Skincare device innovation focuses on personalisation
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- Figure 29: The L’Oréal Perso device, 2020
- The next generation of makeup devices
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- Figure 30: The OPTE Beauty Wand. 2020
- New market entrants and range expansions increase competition
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- Figure 31: RÉDUIT beauty devices, 2020
The Consumer – Key Takeaways
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- COVID-19 will drive demand for affordable NPD
- Channel shifts reflect savvy shopping habits
- Building trust will be imperative to drive usage
The Impact of COVID-19 on Beauty Consumers
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- Inconsistent demand for BPC expected for some time
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- Figure 32: BPC spending intentions since the start of the COVID-19/coronavirus outbreak, 26 March-1 October 2020
- Innovation will be needed to buoy demand
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- Figure 33: BPC categories that have seen a reduction in spending since the start of the COVID-19/coronavirus outbreak, 18-30 June 2020
- Brands can cater to the rise of DIY beauty and grooming
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- Figure 34: Beauty/grooming purchase behaviours since the COVID-19/coronavirus outbreak, 18-30 June 2020
- Contamination anxieties boost online demand
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- Figure 35: Changes in online beauty/grooming purchases since the start of the COVID-19/coronavirus outbreak, June 2020
- Scrutiny will be placed on product hygiene
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- Figure 36: Concern about the hygiene of beauty/grooming devices, tools and accessories since the start of the COVID-19 outbreak, by age and gender, July 2020
Usage and Purchase of Non-electrical Tools and Accessories
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- Growth in accessories and tools will be reliant on NPD
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- Figure 37: Non-electrical beauty/grooming tools and accessories used in the last 12 months, July 2020
- Demand for wellbeing impacts purchase
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- Figure 38: Non-electrical beauty/grooming tools and accessories purchased in the last 12 months, July 2020
- Disposable and trend-led products buoy demand
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- Figure 39: Net usage and purchase of non-electrical beauty/grooming tools and accessories in the last 12 months, July 2020
- Innovation is needed to engage men
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- Figure 40: Repertoire of non-electrical beauty/grooming tools and accessories used in the last 12 months, by gender, July 2020
Usage and Purchase of Electrical Devices and Appliances
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- Device usage remains relatively niche
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- Figure 41: Electrical beauty/grooming devices and appliances used in the last 12 months, July 2020
- Makeup devices see demand in 2020
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- Figure 42: Electrical beauty/grooming devices and appliances purchased in the last 12 months, July 2020
- Innovation boosts hair appliance sales but not usage
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- Figure 43: Net usage and purchase of electrical beauty/grooming devices and appliances in the last 12 months, July 2020
- Brands are failing to engage over-55s
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- Figure 44: Repertoire of electrical beauty/grooming devices and appliances used in the last 12 months, by age, July 2020
Retail Channels Used for Purchasing
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- Big-ticket purchases are done online
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- Figure 45: Channels used to purchase beauty/grooming devices, tools and accessories in the last 12 months, July 2020
- Dyson elevates the in-store experience
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- Figure 46: Dyson Beauty Lab, London, 2020
- Online-only retailers win consumers over with competitive prices
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- Figure 47: Types of retailers used to purchase beauty/grooming devices, tools and accessories in the last 12 months, July 2020
Purchase Drivers
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- The trade-off between price and quality
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- Figure 48: Purchase drivers for beauty/grooming devices, tools and accessories, by types of devices, tools and accessories purchased, July 2020
- Give quality assurance with extended warranties
- Collaborate to leverage brand trust
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- Figure 49: Brand name as a purchase driver for beauty/grooming devices, tools and accessories, by age and gender, July 2020
- Target young men with innovative products
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- Figure 50: Purchase drivers for beauty/grooming devices, tools and accessories, by age, July 2020
Usage and Purchase Behaviours
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- Reassurance needed to offset damage concerns
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- Figure 51: Beauty/grooming devices, tools and accessories usage behaviours, July 2020
- Wellbeing trend presents opportunities
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- Figure 52: Agreement with select beauty/grooming devices, tools and accessories usage behaviours, by age, July 2020
- Multifunctionality encourages higher-value purchases
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- Figure 53: Beauty/grooming devices, tools and accessories purchase behaviours, July 2020
- Sustainability claims can drive demand
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- Figure 54: Agreement with select beauty/grooming devices, tools and accessories purchase behaviours, by types of devices, tools and accessories purchased, July 2020
Factors to Encourage Usage of New Devices, Tools and Accessories
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- The power of peer-to-peer recommendations
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- Figure 55: Factors to encourage usage of new beauty/grooming devices, tools and accessories, July 2020
- Leverage different kinds of professional opinions
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- Figure 56: Factors to encourage usage of new beauty/grooming devices, tools and accessories, by types of devices, tools and accessories used, July 2020
- Savvy shoppers create a challenging retail environment
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- Figure 57: Factors to encourage usage of new electrical beauty/grooming devices and appliances, July 2020
- Extended trial periods can boost demand
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- Figure 58: Factors to encourage usage of new electrical beauty/grooming devices and appliances amongst women, by age, July 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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