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Beauty Devices - US - March 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market trends
Improving economic conditions should benefit the beauty devices industry
Figure 1: DPI, 2007-September 2012
Aging female population creates challenges, opportunities for the industry
Figure 2: Female population aged 18 or older, by age, 2013-18
The consumer
Skin cleansing beauty devices generate highest levels of interest
Figure 3: Interest in at-home skincare devices, November 2012
Women most likely to use hair appliances on occasional basis
Figure 4: At-home haircare appliance use, net use, November 2012
Friends/family is most relied upon source for beauty device information
Figure 5: Top five sources of beauty device information, November 2012
Skincare device claims of deep cleansing and treating wrinkles generate highest interest
Figure 6: Any interest in skincare device claims, by age, November 2012
Women report high levels of interest in all hair appliance claims
Figure 7: Interest in hair appliance claims, November 2012
What we think
ISSUES IN THE MARKET
Skincare devices are a relatively new segment in the beauty category and are primarily available at high price points, putting them out of reach for many consumers. What is the skincare devices industry doing to expand its reach in the beauty category?
The majority of women use hair appliances, but frequency of use is relatively low and purchase cycles are quite long. How can hair appliances become a more integral part of women’s haircare routine?
One barrier to interest/usage of beauty devices is confusion about how to use these products and the benefits of using them. What measures can the industry take to minimize confusion and increase consumer interest and involvement in the category?
INSIGHTS AND OPPORTUNITIES
Men: untapped opportunity in the skincare device segment?
Greener living through energy efficient beauty devices
Beauty devices as décor
Figure 8: Clarisonic mia 2 screenshot, 2013
Figure 9: Revlon artistry screenshot, 2013
TREND APPLICATIONS
Trend: Suite Life
Trend: Perfecting the Details
2015 Trend: Old Gold
MARKET TRENDS
Key points
Personal care appliances market
Figure 10: Total U.S. retail sales of electrical personal care appliances*, at current prices, 2007-12 (est.)
Income impacts interest in and use of beauty devices
Figure 11: DPI, 2007-September 2012
Figure 12: Household income distribution, 2011
Aging female population will create challenges and opportunities for beauty devices market
Figure 13: Female population aged 18 or older, by age, 2008-18
COMPETITIVE CONTEXT
Professional treatments
Facial skincare products
Hair styling and hair treatment products
PRODUCT INNOVATIONS AND MARKETING STRATEGIES – SKINCARE DEVICES
Professional results
Skin cleansing
Anti-aging
Acne treatment
Proof of efficacy
Advertising strategies
TV presence
Figure 14: AcneFree, smooth skin television ad, 2012
Figure 15: Olay, cleansing system television ad, 2012
Figure 16: Olay, va va voom television ad, 2013
Figure 17: Tria beauty television ad, 2012
Online
Print and other
Figure 18: Clarisonic print ad, 2012
Figure 19: Clarisonic opal print ad, 2012
Figure 20: Tria print ad, 2012
Figure 21: Tanda zap print ad, 2012
PRODUCT INNOVATIONS AND MARKETING STRATEGIES – HAIR APPLIANCES
Express yourself
Colorful creations
Ergonomic designs
Advanced technology
High-performance materials
Customized solutions
Versatile style achievement
Multi-functional tools
Wavy hair
A tool for your tools
Marketing strategies
Figure 22: BaByliss print ad, 2012
Figure 23: John Frieda print ad, 2012
SOCIAL MEDIA
Key points
Social media metrics
Figure 24: Key performance indicators, February 2013
Market overview
Brand usage and awareness
Figure 25: Brand usage and awareness of beauty device brands, November 2012
Interaction with beauty device brands
Figure 26: Interaction with beauty device brands, November 2012
Online conversations
Figure 27: Select beauty device brands’ share of conversation, Nov. 5, 2012 -Feb. 4, 2013
Figure 28: Conversations by brand, by day, Nov. 5, 2012 -Feb. 4, 2013
Where are people talking about beauty devices?
Figure 29: Selected beauty device brands’ share of brand conversations, by page type, Nov. 5, 2012 -Feb. 4, 2013
What are people talking about?
Figure 30: Types of conversations concerning selected beauty device brands, Nov. 5, 2012 -Feb. 4, 2013
Figure 31: Types of conversations concerning selected beauty device brands, by day, Nov. 5, 2012 -Feb. 4, 2013
Figure 32: Types of conversations concerning selected beauty device brands, by type of website, Nov. 5, 2012 -Feb. 4, 2013
 ANALYSIS BY BRAND
Clarisonic
Figure 33: Clarisonic—key social media indicators, Feb. 4, 2013
Key online campaigns
What we think
Olay
Figure 34: Olay—key social media indicators, Feb. 4, 2013
Key online campaigns
What we think
NuFACE
Figure 35: NuFACE—key social media indicators, Feb. 4, 2013
Key online campaigns
What we think
Neutrogena
Figure 36: Neutrogena—key social media indicators, Feb. 4, 2013
Key online campaigns
What we think
Baby Quasar
Figure 37: Baby Quasar—key social media indicators, Feb. 4, 2013
Key online campaigns
What we think
Tanda
Figure 38: Tanda—key social media indicators, Feb. 4, 2013
Key online campaigns
What we think
INTEREST IN AT-HOME SKINCARE DEVICES
Key points
Skin cleansing systems generate highest levels of interest
Figure 39: Interest in at-home skincare devices, November 2012
Interest in skincare devices driven by younger, more affluent women
Figure 40: Neutrogena wave, television ad, 2012
Figure 41: Any interest in at-home skincare devices, by age, November 2012
Figure 42: Any interest in at-home skincare devices, by household income, November 2012
Those who use or are aware of lesser-known device brands express above interest in skincare devices
Figure 43: Skincare device interest, by brand awareness/use, November 2012
USAGE OF HAIRCARE APPLIANCES
Key points
Blow dryers are most used hair appliance
Figure 44: At-home haircare appliance use, net use, November 2012
Figure 45: At-home haircare appliance use, by age, November 2012
Curling irons and flat irons more likely to be used occasionally
Figure 46: Daily use of hair appliances, by age, February 2011 and November 2012
BEAUTY DEVICE PRODUCT INFORMATION
Key points
Friends and family are the most relied upon source for beauty device information
Young women more likely to seek information from online sources
Figure 47: Beauty device information, by age, November 2012
Women who are interested in skincare devices are more likely to seek product information
Figure 48: Product information, by device interest, November 2012
INTEREST IN SKINCARE DEVICE CLAIMS
Key points
Claims of deep cleansing and treating wrinkles generate highest levels of interest
Figure 49: Interest in skincare device claims, November 2012
Figure 50: Interest in skincare device claims, by age, November 2012
Affluent women report higher interest in skincare device claims
Figure 51: Interest in skincare device claims, by household income, November 2012
Treating acne generates high levels of interest in all skincare devices
Figure 52: Skincare device interest, by interest in product claims, November 2012
INTEREST IN HAIRCARE APPLIANCE CLAIMS
Key points
Claims of adding shine, improving manageability generate highest levels of interest
Figure 53: Interest in hair appliance claims, November 2012
Figure 54: Interest in hair appliance claims, by age, November 2012
Interest in claims differs by hair appliance usage
Figure 55: Interest in hair appliance claims, by regular device use, November 2012
ATTITUDES TOWARD SKINCARE DEVICES
Key points
Women motivated by convenience, spa-like results
Young women interested in products to maintain their skincare device
Figure 56: Attitudes toward skincare devices, by age, November 2012
Women in the $75K-99.9K income group more likely to agree with skincare device attitudes
Figure 57: Attitudes toward skincare devices, by household income, November 2012
ATTITUDES TOWARD HAIRCARE APPLIANCES
Key points
Hair damage is a big concern with hair appliance use
Women looking for versatility from hair appliances
Figure 58: Attitudes toward haircare appliances, by age, November 2012
Women in the $75K-99.9K income group more likely to agree with haircare appliance attitudes
Figure 59: Attitudes toward haircare appliances, by household income, November 2012
RACE AND HISPANIC ORIGIN
Key points
Multicultural respondents report above average interest, use of beauty devices
Figure 60: Interest in at-home beauty devices, by race/Hispanic origin, November 2012
Figure 61: Attitudes toward beauty device claims, by race/Hispanic origin, November 2012
Figure 62: At-home haircare device use, by race/Hispanic origin, November 2012
In-store beauty counters, online sources important information sources for multicultural women
Figure 63: Beauty device information, by race/Hispanic origin, November 2012
Multicultural consumers motivated by convenience, professional results
Figure 64: Attitudes toward skincare devices, by race/Hispanic origin, November 2012
Figure 65: Attitudes toward haircare appliances, by race/Hispanic origin, November 2012
CLUSTER ANALYSIS
Figure 66: Beauty devices target clusters, November 2012
Cluster 1: Involved
Opportunities
Cluster 2: Practical
Opportunities
Cluster 3: Confident
Opportunities
Cluster 4: Basics
Opportunities
Cluster characteristic tables
Figure 67: Interest in at-home skincare devices, by target clusters, November 2012
Figure 68: At-home haircare appliance use, by target clusters, November 2012
Figure 69: Beauty device information, by target clusters, November 2012
Figure 70: Interest in skincare device claims, by target clusters, November 2012
Figure 71: Interest in hair appliance claims, by target clusters, November 2012
Figure 72: Attitudes toward skincare devices, by target clusters, November 2012
Cluster demographics
Figure 73: Target clusters, by demographic, November 2012
Cluster methodology
APPENDIX: OTHER USEFUL CONSUMER TABLES
Interest in at-home skincare devices
Figure 74: Interest in at-home skincare devices, by age, November 2012
Figure 75: Interest in at-home skincare devices, by household income, November 2012
Usage of haircare appliances
Figure 76: At-home haircare appliance use, all usage, November 2012
Figure 77: At-home haircare appliance use, by household income, November 2012
Beauty device product information
Figure 78: Beauty device information, by household income, November 2012
Figure 79: Product information, by blow dryer use, November 2012
Figure 80: Product information, by flat iron use, November 2012
Figure 81: Product information, by curling iron use, November 2012
Figure 82: Product information, by hot rollers use, November 2012
Interest in skincare device claims
Figure 83: Interest in skincare device claims, by age, November 2012
Interest in haircare appliance claims
Figure 84: Interest in hair appliance claims, by age, November 2012
Figure 85: Interest in hair appliance claims, by household income, November 2012
Figure 86: Interest in hair appliance claims, by blow dryer, November 2012
Figure 87: Interest in hair appliance claims, by flat iron, November 2012
Figure 88: Interest in hair appliance claims, by curling iron, November 2012
Figure 89: Interest in hair appliance claims, by hot rollers, November 2012
Figure 90: Attitudes toward hair appliance claims, by race/Hispanic origin, November 2012
Attitudes toward haircare appliances
Figure 91: Attitudes toward haircare appliances, by blow dryer usage, November 2012
Figure 92: Attitudes toward haircare appliances, by flat iron usage, November 2012
Figure 93: Attitudes toward haircare appliances, by curling iron, November 2012
Figure 94: Attitudes toward haircare appliances, by hot rollers usage, November 2012
APPENDIX: SOCIAL MEDIA
Online conversations
Figure 95: Select beauty device brands’ share of conversation, Nov. 5, 2012 -Feb. 4, 2013
Figure 96: Conversations by brand by day, Nov. 5, 2012 -Feb. 4, 2013
Where are people talking about beauty devices?
Figure 97: Selected beauty device brands’ share of brand conversations, by page type, Nov. 5, 2012 -Feb. 4, 2013
What are people talking about?
Figure 98: Types of conversations concerning selected beauty device brands, Nov. 5, 2012 -Feb. 4, 2013
Figure 99: Types of conversations concerning selected beauty device brands, by day, Nov. 5, 2012 -Feb. 4, 2013
Figure 100: Types of conversations concerning selected beauty device brands, by type of website, Nov. 5, 2012 -Feb. 4, 2013
Brand usage or awareness
Figure 101: Brand usage or awareness, November 2012
Figure 102: Olay usage or awareness, by demographics, November 2012
Figure 103: Clarisonic usage or awareness, by demographics, November 2012
Figure 104: Tanda usage or awareness, by demographics, November 2012
Figure 105: Baby Quasar usage or awareness, by demographics, November 2012
Figure 106: NuFACE usage or awareness, by demographics, November 2012
Figure 107: Neutrogena usage or awareness, by demographics, November 2012
APPENDIX: TRADE ASSOCIATIONS

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