Table of Contents
Executive Summary
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- The market
- Hair appliances lead growth in electricals
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- Figure 1: UK retail value sales of the hair appliances and beauty devices market, 2016-18 (est)
- Tools benefit from cosmetics’ successes
- Companies and brands
- Tools are on-trend
- A device dichotomy
- Brushing up on needs
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- Figure 2: % change in total above-the-line, online display and direct mail advertising expenditure on beauty devices and appliances, by selected advertisers, 2016-17
- The consumer
- All the small things
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- Figure 3: Use and purchase of beauty tools and accessories, July 2018
- Brushes at their best
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- Figure 4: Choice factors when buying make-up applicators, July 2018
- Purposefully positioned
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- Figure 5: Use and purchase of beauty devices and appliances, July 2018
- The power of electricals
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- Figure 6: Behaviours of beauty device and appliance users, July 2018
- Why buy?
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- Figure 7: Attitudes towards beauty devices, tools and accessories, July 2018
- What we think
Issues and Insights
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- Multipurpose becomes important
- The facts
- The implications
- Behaviours do not match intentions
- The facts
- The implications
The Market – What You Need to Know
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- Hair appliances lead growth in electricals
- Tools benefit from cosmetics’ successes
Market Segmentation
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- Growth highest among hair appliances
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- Figure 8: UK retail value sales of the hair appliances and beauty devices market, 2016-18 (est)
- Figure 9: Clarisonic Sonic Foundation Brush, June 2018
Market Drivers
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- Opportunity among older consumers
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- Figure 10: Trends in the age structure of the UK population, by gender, 2013-23
- Cosmetics growth drives tools
- Alternatives to procedures
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- Figure 11: Appearance as a cause of stress over last 12 months, by age and gender, October 2016
- Consumer confidence growing
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- Figure 12: Trends in consumer sentiment around financial situation for the coming year, July 2013-August 2018
- Every penny counts
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- Figure 13: Dyson’s supersonic hairdryer, 2017
- Act natural
Companies and Brands – What You Need to Know
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- Tools are on-trend
- A device dichotomy
- Brushing up on needs
Launch Activity and Innovation
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- Tools and Accessories
- Fantasy worlds
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- Figure 14: Minutes to Mermaid brush collection by Tarte Cosmetics, March 2018
- Be yourself
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- Figure 15: Personalised Tangle Teezer detangling brush, March 2018
- Following the vegan trend
- Maintaining your tools
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- Figure 16: StylPro brush cleaner by Tom Pellereau, May 2017
- Devices and Appliances
- Affordable treatments
- Speed it up
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- Figure 17: FOREO UFO, August 2018
- New technical heights
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- Figure 18: Kérastase Hair Coach, January 2017
- One for all
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- Figure 19: BaByliss Smooth & Wave TV advert, November 2017
Advertising and Marketing Activity
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- Dyson spends the most
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- Figure 20: Total above-the-line, online display and direct mail advertising expenditure on beauty devices and appliances, by selected advertisers, 2016 and 2017
- Figure 21: Dyson Supersonic hairdryer Christmas advert, December 2017
- Multipurpose appeal
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- Figure 22: Braun Silk-épil 9 Skin Spa advert, February 2018
- Brushes make the big time
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- Figure 23: Real Techniques Brush Crush collection is sent to space, August 2018
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- All the small things
- Brushes at their best
- Purposefully positioned
- The power of electricals
- Why buy?
Use and Purchase of Tools and Accessories
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- Keep it small
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- Figure 24: Use of beauty tools and accessories, July 2018
- High brow
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- Figure 25: Luxury tweezers from Rubis, March 2017
- Men remain an opportunity
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- Figure 26: Use of beauty tools and accessories, by gender, July 2018
- The tools for the job
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- Figure 27: Use and purchase of beauty tools and accessories, July 2018
Make-up Applicators
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- Quality above all else
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- Figure 28: Choice factors when buying make-up applicators, July 2018
- The Instagram effect
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- Figure 29: Selected choice factors when buying make-up applicators, by age, July 2018
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- Figure 30: Nanshy’s 3D Concealer Brush, April 2017
- Figure 31: Storybook Cosmetics’ Rose Brushes, August 2018
- Make-up means clean up
Use and Purchase of Devices and Appliances
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- Style it out
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- Figure 32: Use of beauty devices and appliances, July 2018
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- Figure 33: Use of beauty devices and appliances, by age, July 2018
- Big spenders
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- Figure 34: Use and purchase of beauty devices and appliances, July 2018
- Making it up
Device and Appliance Behaviour
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- The best intentions
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- Figure 35: Behaviours of beauty device and appliance users, July 2018
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- Figure 36: Ultimate Air Dryer Brush by EcoTools, September 2017
- Pampering without the price tag
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- Figure 37: Behaviours of beauty device and appliance users, by devices or appliances used, July 2018
- Staying retail-savvy
Attitudes towards Beauty Devices, Tools and Accessories
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- Environmentally concerned?
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- Figure 38: Attitudes towards beauty devices, tools and accessories, July 2018
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- Figure 39: Real Techniques PowderBleu range, June 2017
- Trend on trial
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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