Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Long replenishment cycle and high prices stifle consumer engagement
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- Figure 1: Total US retail sales of select haircare and skincare beauty devices, by type, at current prices, 2012-17
- Hair appliance devices struggle in saturated market
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- Figure 2: Haircare routine, July 2017
- Topical beauty products are a competitive threat to beauty devices
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- Figure 3: Share of total US retail sales of haircare, facial skincare, and beauty devices, by market, 2016
- The opportunities
- Use of skincare device is limited, but potential is significant
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- Figure 4: Interest in skincare devices – Never used but interested in trying, July 2017
- Diminishing the difference between in-office and at-home skincare
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- Figure 5: Reasons for using skincare devices, July 2017
- Smart technology offers promise to drive growth
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- Figure 6: Interest in innovations, July 2017
- What it means
The Market – What You Need to Know
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- Market is dependent on category innovation
- Skincare devices drive market performance
- Saturation and long purchase cycles challenge hair appliance sales
- Marketing synergies between beauty devices and topical products
- Strong economy is a positive market factor
- Population shifts in key consumer groups impact market
Market Size Trends
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- Category experiences upturn in 2017
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- Figure 7: Total US sales of select hair and skincare beauty devices, at current prices, 2012-17
Market Breakdown
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- Skincare devices drive market performance
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- Figure 8: Total US retail sales of select haircare and skincare beauty devices, by segment, at current prices, 2015 and 2017
- Skincare devices represent a larger share of the market
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- Figure 9: Share of select US haircare and skincare beauty devices, by segment, 2017
Market Perspective
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- Topical products are both competitive and complementary
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- Figure 10: Total US retail sales of haircare, skincare, and beauty devices, by market, 2016
- Beauty from within trend can fuel interest in beauty devices
Market Factors
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- High consumer confidence bodes well for discretionary beauty devices
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- Figure 11: Consumer Sentiment Index, January 2007-July 2017
- Shifts in female population can influence market performance
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- Figure 12: Female population, by age, 2012-22
- Hispanics offer market potential
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- Figure 13: US Population, by Hispanic origin, 2012-22
- Health and wellness trends offer positive platform for beauty devices
Key Initiatives – What You Need to Know
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- Innovation in skincare devices rival in-office treatments
- Amazon allows women to research beauty devices
- Hair appliance devices struggle in saturated market
- Technology creates opportunity
- Add value through multifunctional capabilities
What’s Working?
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- Skincare devices rival in-office treatments
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- Figure 14: Total US retail sales of skin and facial care appliances, at current prices, 2012-17
- Amazon is a go-to retailer for beauty devices
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- Figure 15: Amazon.com shoppers, by demographic, July 2017
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- Figure 16: Attitudes toward beauty devices, July 2017
What’s Struggling?
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- Hair appliance devices struggle in saturated market
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- Figure 17: Total US retail sales of hair dryers and styling irons, at current prices, 2012-17
What’s Next?
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- Smart technology advances innovative opportunities
- Multifunctional purpose
The Consumer – What You Need to Know
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- Strong interest in skincare devices suggest market potential
- Long-lasting results provide the impetus for skincare device use
- Newer hair appliances can encourage use by key demographic cohorts
- Little change in haircare routine
- Online reviews and broad selection boost Amazon to top retailer
- Smart beauty device innovations show promise
Skincare Device Usage
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- Use of skincare device is limited, but potential is solid
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- Figure 18: Skincare device usage, July 2017
- Younger women drive skincare device usage; older women show interest
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- Figure 19: Any skincare device usage, by age, July 2017
- Income drives use, though lower-income groups offer potential
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- Figure 20: Any skincare device usage, by household income, July 2017
- Hispanics are key users of skincare beauty devices
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- Figure 21: Any skincare device usage, by race/Hispanic origin, July 2017
Reasons for Using Skincare Devices
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- Long-lasting results top reason for using skincare devices
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- Figure 22: Reasons for using skincare devices, July 2017
- Instant results and time-saving benefits important to young women
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- Figure 23: Reasons for using skincare devices, by age, July 2017
- Hispanics look to skincare devices to save money
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- Figure 24: Reasons for using skincare devices, by race/Hispanic origin, July 2017
Hair Appliance Usage
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- Widespread use of hair appliances
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- Figure 25: Hair appliance usage, July 2017
- Adoption of newer appliances prevalent among young women
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- Figure 26: Any use or interest (net) of hair appliances, by age, July 2017
- Hispanics use newer appliance formats; Black women rely on flat irons
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- Figure 27: Any use or interest (net) of hair appliances, by race/Hispanic origin, July 2017
Haircare Routine
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- Declining engagement in haircare routine
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- Figure 28: Haircare routine, July 2017
- Younger women are more engaged in haircare routine
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- Figure 29: Haircare routine – More responses, by age, July 2017
- Hispanics increase time, effort, and spending in haircare routine
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- Figure 30: Haircare routine – More responses, by race/Hispanic origin, July 2017
Retailers Shopped
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- Most shoppers consider Amazon when buying a new beauty device
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- Figure 31: Retailers shopped, July 2017
- Young women shop specialty retailers
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- Figure 32: Retailers shopped, by age, July 2017
- Hispanics consider a variety of retailers
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- Figure 33: Retailers shopped, by race/Hispanic origin, July 2017
Attitudes toward Beauty Devices
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- Online reviews are a powerful tool for beauty device shoppers
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- Figure 34: Attitudes toward shopping for beauty devices, July 2017
- Young women tend to be savvy shoppers
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- Figure 35: Attitudes toward shopping for beauty devices, by age, July 2017
- Hispanics tend to research online, but buy in-store
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- Figure 36: Attitudes toward shopping for beauty devices, by race/Hispanic origin, July 2017
Interest in Innovations
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- Smart technology emerges as valuable innovation
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- Figure 37: Interest in innovations, July 2017
- Young women most receptive to smart beauty device innovation
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- Figure 38: Interest in innovations, by age, July 2017
- Hispanic women are receptive to new innovations
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- Figure 39: Interest in innovations, by race/Hispanic origin, July 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 40: Total US sales of select haircare and skincare beauty devices, at inflation-adjusted prices, 2012-17
- Figure 41: Total US sales of hair dryers, at inflation-adjusted prices, 2012-17
- Figure 42: Total US sales of styling irons, at inflation-adjusted prices, 2012-17
- Figure 43: Total US sales of skin and facial care appliances, at inflation-adjusted prices, 2012-17
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- Figure 44: Disposable personal income change from previous period, January 2007-July 2017
- Figure 45: Unemployment and underemployment, January 2007-July 2017
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