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Beauty Devices, Tools and Accessories - UK - October 2018

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Hair appliances lead growth in electricals
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
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
Figure 3: Use and purchase of beauty tools and accessories, July 2018
Brushes at their best
Figure 4: Choice factors when buying make-up applicators, July 2018
Purposefully positioned
Figure 5: Use and purchase of beauty devices and appliances, July 2018
The power of electricals
Figure 6: Behaviours of beauty device and appliance users, July 2018
Why buy?
Figure 7: Attitudes towards beauty devices, tools and accessories, July 2018
What we think
ISSUES AND INSIGHTS
Multipurpose becomes important
The facts
The implications
Behaviours do not match intentions
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Hair appliances lead growth in electricals
Tools benefit from cosmetics’ successes
MARKET SEGMENTATION
Growth highest among hair appliances
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
Opportunity among older consumers
Figure 10: Trends in the age structure of the UK population, by gender, 2013-23
Cosmetics growth drives tools
Alternatives to procedures
Figure 11: Appearance as a cause of stress over last 12 months, by age and gender, October 2016
Consumer confidence growing
Figure 12: Trends in consumer sentiment around financial situation for the coming year, July 2013-August 2018
Every penny counts
Figure 13: Dyson’s supersonic hairdryer, 2017
Act natural
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Tools are on-trend
A device dichotomy
Brushing up on needs
LAUNCH ACTIVITY AND INNOVATION
Tools and Accessories
Fantasy worlds
Figure 14: Minutes to Mermaid brush collection by Tarte Cosmetics, March 2018
Be yourself
Figure 15: Personalised Tangle Teezer detangling brush, March 2018
Following the vegan trend
Maintaining your tools
Figure 16: StylPro brush cleaner by Tom Pellereau, May 2017
Devices and Appliances
Affordable treatments
Speed it up
Figure 17: FOREO UFO, August 2018
New technical heights
Figure 18: Kérastase Hair Coach, January 2017
One for all
Figure 19: BaByliss Smooth & Wave TV advert, November 2017
ADVERTISING AND MARKETING ACTIVITY
Dyson spends the most
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
Figure 22: Braun Silk-épil 9 Skin Spa advert, February 2018
Brushes make the big time
Figure 23: Real Techniques Brush Crush collection is sent to space, August 2018
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
All the small things
Brushes at their best
Purposefully positioned
The power of electricals
Why buy?
USE AND PURCHASE OF TOOLS AND ACCESSORIES
Keep it small
Figure 24: Use of beauty tools and accessories, July 2018
High brow
Figure 25: Luxury tweezers from Rubis, March 2017
Men remain an opportunity
Figure 26: Use of beauty tools and accessories, by gender, July 2018
The tools for the job
Figure 27: Use and purchase of beauty tools and accessories, July 2018
MAKE-UP APPLICATORS
Quality above all else
Figure 28: Choice factors when buying make-up applicators, July 2018
The Instagram effect
Figure 29: Selected choice factors when buying make-up applicators, by age, July 2018
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
Style it out
Figure 32: Use of beauty devices and appliances, July 2018
Figure 33: Use of beauty devices and appliances, by age, July 2018
Big spenders
Figure 34: Use and purchase of beauty devices and appliances, July 2018
Making it up
DEVICE AND APPLIANCE BEHAVIOUR
The best intentions
Figure 35: Behaviours of beauty device and appliance users, July 2018
Figure 36: Ultimate Air Dryer Brush by EcoTools, September 2017
Pampering without the price tag
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
Environmentally concerned?
Figure 38: Attitudes towards beauty devices, tools and accessories, July 2018
Figure 39: Real Techniques PowderBleu range, June 2017
Trend on trial
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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