Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- Small growth in value estimated for 2016
- Effortless hair trends impacting appliances
- Innovating beyond skincare and hair removal
- Interest in beauty devices is high
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- Figure 1: Usage of beauty devices and hair appliances, August 2016
- Time and money are motivators for usage
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- Figure 2: Reasons that have/would encourage usage of beauty devices, August 2016
- Washing hair is the highest usage occasion for hair appliances
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- Figure 3: Usage occasions of hair appliances, August 2016
- Frequency of usage of hair appliances is on the decline
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- Figure 4: Changes in usage of hair appliances, by youngest demographic, August 2016
- Damage concern is driving changes in hair appliance usage
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- Figure 5: Reasons for changes in usage of hair appliances, August 2016
- Expense is a barrier to purchase for beauty devices and hair appliances
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- Figure 6: Barriers to purchasing beauty devices and hair appliances, August 2016
- What we think
Issues and Insights
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- Opportunities for education in the beauty device sector
- The facts
- The implications
- Saving time and money are key motivators
- The facts
- The implications
- Damage concern and changing styles are driving hair appliance usage
- The facts
- The implications
The Market – What You Need to Know
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- Overall growth in the category
- Older women present growth opportunities
- Salon treatments are more affordable
- Inside-out beauty may be impacting the sector
- Effortless hair trends
Market Segmentation
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- Beauty devices sees small growth
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- Figure 7: UK retail value sales of the women’s hair appliances and beauty devices market, 2015-16 (est)
- Haircare appliances see a boost in interest
Market Drivers
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- Opportunities for older women
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- Figure 8: Trends in the age structure of the UK female population, 2011-21
- Working from home may free up time
- Salon treatments are becoming more affordable
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- Figure 9: Attitudes towards spas and salons, June 2015
- High consumer awareness of skin health
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- Figure 10: Lifestyle statements, July 2015
- Demand for effortless hair
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- Figure 11: Special occasion styling habits, January 2016
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- Figure 12: ‘A courageous beauty’ curly hair tutorial, June 2016
Key Players – What You Need to Know
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- Innovating beyond skincare and hair removal
- Targeting a wider audience
- Devices for convenience
- Hair removal brands see biggest rise in advertising spend
- Hair appliances saw immersive campaigns
Launch Activity and Innovation
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- Beyond skincare and hair removal
- Hair growth opportunities
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- Figure 13: LaserBrand 82 by HairMax, March 2016
- Make-up application devices
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- Figure 14: Temptu, July 2016
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- Figure 15: Clinique sonic makeup applicator, March 2016
- Figure 16: Color Me Pro Edition device, April 2016
- Designing for a wider consumer base
- Devices for more skin tones
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- Figure 17: Iluminage TOUCH Permanent Hair Reduction System, July 2016
- Opportunities in the natural hair movement
- Devices for men
- Convenience and tracking technology
- Multi-functional devices
- Diagnostics and tracking technology
- Innovations in hair appliances
Advertising and Marketing Activity
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- Hair removal devices see rise in advertising spend
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- Figure 18: Recorded above-the line, online display and direct mail advertising expenditure of key brands in the beauty devices sector, 2014-15
- Controversial campaigns
- Immersive campaigns for hair appliances
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- Figure 19: Recorded above-the line, online display and direct mail advertising expenditure of key brands in the hair appliances sector, 2014-15
- Figure 20: Remington in-store campaign, October 2016
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Interest is not translating to usage
- Instant and long-lasting results desired
- Saving time and money is important
- Washing hair is the highest usage occasion
- Damage concern is driving down hair appliance usage
- Purchase and interest in hair appliances is high
- Expense is a barrier
Usage of Beauty Devices and Hair Appliances
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- Hair removal devices garner interest
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- Figure 21: Usage of beauty devices, August 2016
- Facial focus for older women
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- Figure 22: Interest in facial beauty devices, by age, August 2016
- The curl evolution
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- Figure 23: Usage of hair appliances, August 2016
- Styles that could make a comeback
Reasons for Using Beauty Devices and Appliances
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- Women want instant and long-lasting results
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- Figure 24: Reasons that have/would encourage usage of beauty devices, by overall usage of beauty devices August 2016
- Saving time and money is important
- Boosting traditional products…
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- Figure 25: Selected reasons that have/would encourage usage of beauty devices, by oldest and youngest demographics, August 2016
- …vs replacing traditional products
Usage of Hair Appliances
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- Washing hair is the highest usage occasion
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- Figure 26: Usage occasions of hair appliances, August 2016
- Frequency of hair appliance usage is on the decline
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- Figure 27: Changes in usage of hair appliances, by youngest demographic, August 2016
- Damage concern is high
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- Figure 28: Reasons for changes in usage of hair appliances, August 2016
- Older women more concerned about damage
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- Figure 29: Selected reasons for changes in usage of hair appliances, by age, August 2016
- Scalp protecting opportunities
- Young women have time and money concerns
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- Figure 30: Lifestyle and money reasons for changes in usage of hair appliances, by age, August 2016
Purchase of Beauty Devices and Hair Appliances
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- Purchase and interest in beauty devices is high
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- Figure 31: Purchase of beauty devices, August 2016
- Buyers of hair appliances and beauty devices are likely to be the same
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- Figure 32: Buyers vs non-buyers of beauty devices and hair appliances, by age, August 2016
- Expense is the biggest barrier to purchase
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- Figure 33: Barriers to purchasing beauty devices and hair appliances, August 2016
- Driving education to encourage purchase
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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