Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Usage of beauty devices – Any device (net), July 2019
- Top takeaways
- Skincare devices should be results-oriented and time-saving
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- Figure 2: Reasons for using skincare devices, July 2019
- Haircare devices should focus on hair health and luxe factors
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- Figure 3: Attitudes toward hair appliances, July 2019
- Key trends
- Family/friends and social media inspire trial
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- Figure 4: Sources of inspiration, July 2019
- Smart innovations cater to customized beauty trends
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- Figure 5: Trial and interest in beauty device innovations, July 2019
- What’s next
The Market – What You Need to Know
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- Beauty devices have broad reach
- The luxe factor
- Consumer confidence bodes well for discretionary spending
- Targeting mature women offers path to growth
- Strategically marketing to moms
- Growth in female Hispanic population is favorable to market
Market Perspective
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- Most women use beauty devices and there’s room for growth
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- Figure 6: Usage of beauty devices – Any (net), July 2019
- Shifting preference from mass beauty devices to luxury brands
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- Figure 7: Usage of beauty products by brand type, May 2019
- Communicating the luxe factor
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- Figure 8: Luxury indicators, May 2019
Market Factors
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- Strong consumer confidence fuels market
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- Figure 9: Consumer Sentiment Index, January 2007-July 2019
- Shifts in female population can influence market performance
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- Figure 10: US female population aged 18 or older, by age, 2014-24
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- Figure 11: Usage of beauty devices – Any use (net), by age, July 2019
- Moms offer strong category engagement and opportunity
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- Figure 12: Usage of beauty devices – Any use (net), by parental status, July 2019
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- Figure 13: Share of births, by age of mother, 2017
- Fast-growing Hispanic population drives skincare device usage
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- Figure 14: Female US population, by Hispanic origin, 2014-24
- Figure 15: Usage of beauty devices – Any use (net), by Hispanic origin, July 2019
Key Players – What You Need to Know
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- Social media creates buzz and awareness
- Hair appliance sales continue to fall
- Smart technology makes beauty devices personalized
What’s Working
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- The influence of social media
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- Figure 16: Sources of inspiration, July 2019
What’s Struggling
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- Hair appliance sales steadily decline in MULO channels
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- Figure 17: Select attitudes toward hair appliances, July 2019
- The bright spot
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- Figure 18: Multi-outlet sales of hair appliances, by leading companies, rolling 52 weeks 2018 and 2019
What to Watch
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- Beauty devices tap smart technology
- Understanding microbiome: diagnosis can increase understanding and build trust
The Consumer – What You Need to Know
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- Skincare devices benefit from strong user retention and broad interest
- Women seek results-oriented skincare devices
- Most women use hair appliances
- Hair damage concerns are widespread
- Mass retailers most popular among beauty device shoppers
- Family/friends and professionals inspire women to try beauty devices
- Interest in smart beauty devices is strong
Skincare Device Usage
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- Opportunity for expansion in usage of skincare devices
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- Figure 19: Skincare device usage (Net), July 2019
- Facial cleansing brushes offer broad appeal
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- Figure 20: Skincare device usage, July 2019
- Younger women highly engaged; middle-age women offer opportunity
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- Figure 21: Select skincare device usage, by age, July 2019
- Skincare devices find strong acceptance among moms
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- Figure 22: Select skincare device usage, by parental status, July 2019
- Hispanics are key users of skincare beauty devices
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- Figure 23: Select skincare device usage, by Hispanic origin, July 2019
Reasons for Using Skincare Devices
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- Targeted and long-lasting results drive skincare device use
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- Figure 24: Reasons for using skincare devices, July 2019
- Young women use skincare devices as a DIY approach to skincare
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- Figure 25: Reasons for using skincare devices, by age, July 2019
- Moms want instant results
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- Figure 26: Reasons for using skincare devices, by parental status, July 2019
- Skincare devices must be effective and efficient
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- Figure 27: TURF analysis – Skincare device influencers, July 2019
- Figure 28: Table – TURF analysis – Skincare device influencers, July 2019
- Methodology
Hair Appliance Usage
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- Near total penetration in use of haircare devices
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- Figure 29: Hair appliance usage, July 2019
- Hot rollers: what’s old could be new again
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- Figure 30: Select hair appliance usage, by age, July 2019
- Strong engagement among moms for all types of haircare devices
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- Figure 31: Select hair appliance usage, by parental status, July 2019
Attitudes toward Hair Appliances
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- Hair damage is a significant concern
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- Figure 32: Attitudes toward hair appliances, July 2019
- Younger women want to try before they buy
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- Figure 33: Attitudes toward hair appliances, by age, July 2019
- Hispanics are willing to spend for high-end appliances
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- Figure 34: Attitudes toward hair appliances, by Hispanic origin, July 2019
Retailers Shopped for Beauty Devices
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- Mass merchandisers attract largest constituency of buyers
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- Figure 35: Retailers shopped for beauty devices, July 2019
- Older women less likely to recall their most recent retail purchase
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- Figure 36: Retailers shopped for skincare devices, by age, July 2019
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- Figure 37: Retailers shopped for haircare appliances, by age, July 2019
- Hispanics are far more apt to shop beauty specialists
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- Figure 38: Retailers shopped for skincare devices, by Hispanic origin, July 2019
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- Figure 39: Retailers shopped for haircare appliances, by Hispanic origin, July 2019
Sources of Inspiration
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- Family/friends and professionals are top inspirations
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- Figure 40: Sources of inspiration, July 2019
- Social media inspires younger women to try new devices
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- Figure 41: Select sources of inspiration, by age, July 2019
- Moms take to social media and online reviews for inspiration
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- Figure 42: Select sources of inspiration, by parental status, July 2019
- Social media and brand websites have good reach among Hispanics
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- Figure 43: Select sources of inspiration, by Hispanic origin, July 2019
Innovations in Beauty Devices
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- Smart innovations cater to customized beauty trends
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- Figure 44: Trial and interest in beauty device innovations, July 2019
- Masks and smart features appeal to younger women
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- Figure 45: Trial and interest in select beauty device innovations, by age, July 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Key Players
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- Figure 46: Multi-outlet sales of hair appliances, by leading companies and brands, rolling 52 weeks 2018 and 2019
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