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Beauty Devices - US - March 2015

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Prices of skincare devices remain out of reach
Figure 1: Skincare devices – Optimal price, December 2014
Hair appliance sales are stagnant
Figure 2: Sales of hair appliances and skincare devices, 2012 and 2014
Replacement is primary reason for beauty device purchase
Figure 3: Top five reasons for purchasing beauty devices, December 2014
The opportunities
Focus on complementary skincare benefits
Figure 4: Skincare benefits of devices versus topical products, December 2014
Highlight reduced hair damage, customization
Figure 5: Top two hair appliance claims, by appliance type, December 2014
Strengthen online presence
Figure 6: Top five retailers shopped for beauty devices, December 2014
What it means
THE MARKET – WHAT YOU NEED TO KNOW
What you need to know
MARKET SIZE TRENDS
Personal care appliance market
Figure 7: Total US retail sales of electrical personal care appliances, at current prices, 2009-14 (est)
Market breakdown
Figure 8: Total US retail sales and forecast of select haircare and skincare beauty devices, by type, at current prices, 2012 and 2014 (est)
CATEGORY TRENDS
Hair appliances
Figure 9: MULO sales of hair appliances, 2013 and 2014
Skincare devices
MARKET PERSPECTIVE
Figure 10: Sales of haircare, facial skincare, hair appliances, and skincare devices, 2011 and 2013
Topical products and beauty devices promote similar benefits
MARKET FACTORS
Economic growth should continue to spur discretionary spending
Figure 11: Any use of skincare devices, by household income, December 2014
Growth in professional services market could hinder beauty device usage
Multicultural population points to opportunities for beauty devices
Figure 12: Any usage of flat irons among Hispanic and Black women and any usage of skin devices among Hispanics, December 2014
Figure 13: Population by race and Hispanic origin, percent change 2014-19
KEY PLAYERS – WHAT YOU NEED TO KNOW
What you need to know
WHAT’S IN?
Hair appliances
Technology
Figure 14: MULO sales of Revlon Laser Brilliance, Calendar Year 2014
Brand extension
Figure 15: Drybar Buttercup Blow Dryer
Reaching a younger audience
Skincare devices
Cleansing brushes
Figure 16: Foreo Luna facial cleansing device
Figure 17: Clinique Sonic System Purifying Cleansing Brush
WHAT’S OUT?
Hair appliances
Basic features
Figure 18: Display of Conair Infiniti Pro hair appliances
Skincare devices
Lack of engagement on social media
Figure 19: Clarisonic Smart Profile Ad
Figure 20: Clarisonic Smart Profile Ad (continued)
WHAT’S NEXT?
Hair appliances
Innovative styling irons
Figure 21: Infiniti Pro by Conair Curl Secret
Oil-infused appliances
Skincare devices
Smart devices/wearable tech
THE CONSUMER – WHAT YOU NEED TO KNOW
What you need to know
USE OF SKINCARE DEVICES
Incidence of skincare devices is low, but interest is stronger
Figure 22: Use of skincare devices, December 2014
The skincare device consumer
USE OF HAIR APPLIANCES
Majority of women use hair appliances, though usage is sporadic
Figure 23: Use of haircare appliances, December 2014
The hair appliance consumer
Figure 24: Use of blow dryers, any usage and used in the last 12 months, December 2014
Figure 25: Use of curling irons and flat irons, any usage and used in the last 12 months, December 2014
Figure 26: Use of hot rollers, any usage and used in the last 12 months, December 2014
PRICE SENSITIVITY ANALYSIS
Skincare devices gain in popularity, but still overpriced for many women
Figure 27: Skincare devices – Optimal price, December 2014
Figure 28: Skincare devices – Threshold prices, December 2014
Many hair appliances in line with optimal pricing
Figure 29: Haircare appliances – Optimal price, December 2014
Figure 30: Haircare appliances – Threshold prices, December 2014
SKINCARE BENEFITS
Perception of benefits differs between devices and topical products
Figure 31: Correspondence analysis – Skincare benefits, December 2014
Figure 32: Skincare benefits of devices vs topical products, December 2014
HAIR APPLIANCE CLAIMS
Interest in reduced damage, customization consistent across appliances
Importance of dry time, ceramic, iron size are dictated by appliance type
Figure 33: Hair appliance claims, December 2014
RETAILERS SHOPPED FOR BEAUTY DEVICES
Mass merchandisers popular, though women seeking information online
Specialty beauty retailers more influential among skincare device shoppers
Figure 34: Retailers shopped for beauty devices, December 2014
REASONS FOR PURCHASING BEAUTY DEVICES
Replacement most common reason for purchasing beauty devices
Figure 35: Reasons for purchasing beauty devices, December 2014
Figure 36: Reasons for purchasing beauty devices, by use of hair appliances, December 2014
Cleansing brush users motivated by results, recommendations, and reviews
Figure 37: Reasons for purchasing beauty devices, by use of skincare devices, December 2014
DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
MARKET
Figure 38: Changes in DPI (disposable personal income), 2007-14
Figure 39: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-14
CONSUMER
Methodology – Price sensitivity analysis
Methodology – Correspondence analysis

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