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Beauty Devices and Appliances - UK - November 2016

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Small growth in value estimated for 2016
Effortless hair trends impacting appliances
Innovating beyond skincare and hair removal
Interest in beauty devices is high
Figure 1: Usage of beauty devices and hair appliances, August 2016
Time and money are motivators for usage
Figure 2: Reasons that have/would encourage usage of beauty devices, August 2016
Washing hair is the highest usage occasion for hair appliances
Figure 3: Usage occasions of hair appliances, August 2016
Frequency of usage of hair appliances is on the decline
Figure 4: Changes in usage of hair appliances, by youngest demographic, August 2016
Damage concern is driving changes in hair appliance usage
Figure 5: Reasons for changes in usage of hair appliances, August 2016
Expense is a barrier to purchase for beauty devices and hair appliances
Figure 6: Barriers to purchasing beauty devices and hair appliances, August 2016
What we think
ISSUES AND INSIGHTS
Opportunities for education in the beauty device sector
The facts
The implications
Saving time and money are key motivators
The facts
The implications
Damage concern and changing styles are driving hair appliance usage
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Overall growth in the category
Older women present growth opportunities
Salon treatments are more affordable
Inside-out beauty may be impacting the sector
Effortless hair trends
MARKET SEGMENTATION
Beauty devices sees small growth
Figure 7: UK retail value sales of the women’s hair appliances and beauty devices market, 2015-16 (est)
Haircare appliances see a boost in interest
MARKET DRIVERS
Opportunities for older women
Figure 8: Trends in the age structure of the UK female population, 2011-21
Working from home may free up time
Salon treatments are becoming more affordable
Figure 9: Attitudes towards spas and salons, June 2015
High consumer awareness of skin health
Figure 10: Lifestyle statements, July 2015
Demand for effortless hair
Figure 11: Special occasion styling habits, January 2016
Figure 12: ‘A courageous beauty’ curly hair tutorial, June 2016
KEY PLAYERS – WHAT YOU NEED TO KNOW
Innovating beyond skincare and hair removal
Targeting a wider audience
Devices for convenience
Hair removal brands see biggest rise in advertising spend
Hair appliances saw immersive campaigns
LAUNCH ACTIVITY AND INNOVATION
Beyond skincare and hair removal
Hair growth opportunities
Figure 13: LaserBrand 82 by HairMax, March 2016
Make-up application devices
Figure 14: Temptu, July 2016
Figure 15: Clinique sonic makeup applicator, March 2016
Figure 16: Color Me Pro Edition device, April 2016
Designing for a wider consumer base
Devices for more skin tones
Figure 17: Iluminage TOUCH Permanent Hair Reduction System, July 2016
Opportunities in the natural hair movement
Devices for men
Convenience and tracking technology
Multi-functional devices
Diagnostics and tracking technology
Innovations in hair appliances
ADVERTISING AND MARKETING ACTIVITY
Hair removal devices see rise in advertising spend
Figure 18: Recorded above-the line, online display and direct mail advertising expenditure of key brands in the beauty devices sector, 2014-15
Controversial campaigns
Immersive campaigns for hair appliances
Figure 19: Recorded above-the line, online display and direct mail advertising expenditure of key brands in the hair appliances sector, 2014-15
Figure 20: Remington in-store campaign, October 2016
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Interest is not translating to usage
Instant and long-lasting results desired
Saving time and money is important
Washing hair is the highest usage occasion
Damage concern is driving down hair appliance usage
Purchase and interest in hair appliances is high
Expense is a barrier
USAGE OF BEAUTY DEVICES AND HAIR APPLIANCES
Hair removal devices garner interest
Figure 21: Usage of beauty devices, August 2016
Facial focus for older women
Figure 22: Interest in facial beauty devices, by age, August 2016
The curl evolution
Figure 23: Usage of hair appliances, August 2016
Styles that could make a comeback
REASONS FOR USING BEAUTY DEVICES AND APPLIANCES 
Women want instant and long-lasting results
Figure 24: Reasons that have/would encourage usage of beauty devices, by overall usage of beauty devices August 2016
Saving time and money is important
Boosting traditional products…
Figure 25: Selected reasons that have/would encourage usage of beauty devices, by oldest and youngest demographics, August 2016
…vs replacing traditional products
USAGE OF HAIR APPLIANCES
Washing hair is the highest usage occasion
Figure 26: Usage occasions of hair appliances, August 2016
Frequency of hair appliance usage is on the decline
Figure 27: Changes in usage of hair appliances, by youngest demographic, August 2016
Damage concern is high
Figure 28: Reasons for changes in usage of hair appliances, August 2016
Older women more concerned about damage
Figure 29: Selected reasons for changes in usage of hair appliances, by age, August 2016
Scalp protecting opportunities
Young women have time and money concerns
Figure 30: Lifestyle and money reasons for changes in usage of hair appliances, by age, August 2016
PURCHASE OF BEAUTY DEVICES AND HAIR APPLIANCES
Purchase and interest in beauty devices is high
Figure 31: Purchase of beauty devices, August 2016
Buyers of hair appliances and beauty devices are likely to be the same
Figure 32: Buyers vs non-buyers of beauty devices and hair appliances, by age, August 2016
Expense is the biggest barrier to purchase
Figure 33: Barriers to purchasing beauty devices and hair appliances, August 2016
Driving education to encourage purchase
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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