What you need to know
The growth of the electrical segments within this market would suggest that speed and convenience are what matter most to consumers. However, non-electrical tools remain popular thanks to design innovation that allows users to express themselves through their products. While consumers use a proliferation of brushes and other tools, their electrical beauty regime is small, and some users are looking to rationalise even further with new multipurpose appliances.
Further opportunity lies in closing the gap between behaviour and intent, especially when it comes to the environment and ethics; many consumers understand the importance but are not fully aware of what they can do in this market to make an impact. Very few show ethical or environmental considerations when choosing certain products, meaning well-known brands can do more to publicise the importance of these practices and increase their ‘feelgood’ factor.
Products covered in this Report
For the purposes of this Report, Mintel has used the following selection of non-electrical beauty tools and accessories in its market research:
Hairbrushes and combs
Nail files, foot files, pumice stones
Facial washcloths
Tweezers
Face make-up brushes, sets and sponges
Hair rollers
Eyelash curlers.
Electrical beauty devices and appliances included in the scope of this Report are:
Facial cleansing/exfoliating/microdermabrasion devices
IPL/laser hair removal devices
Epilators
LED light devices with skincare benefits
Acne treatment devices (eg with laser or heating properties)
Massagers/infusion systems
Hairdryers
Curling irons
Straightening/flat irons
Hot rollers.