LEFT TO THEIR
DEMAND FOR MECHANICAL GADGETS OF ALL TYPES CONTINUES
TO GROW IN THE GLOBAL PERSONAL CARE MARKET.
THE MARKET for at-home beauty devices has been racing ahead and is viewed by many industry observers as a real synergistic growth opportunity for cosmetics brands,
especially within the area of cleansing. At the same time, the
app revolution is spreading to cosmetics, enabling consumers
to self-diagnose skin problems and “test” cosmetics using their
smartphone or tablet. Both developments have far-reaching implications for the beauty industry.
According to Kline & Company, Parsipanny, NJ, the global
market for at-home beauty rose 18.9% in 2013 to reach $2.3
billion. Sales have been fueled by the popularity of multi-functional devices, the growth of the direct sales distribution channel, the expansion of prominent marketers in
countries other then the US and an increase in overall awareness among consumers for techno-beauty
products. The US accounts for nearly half of global
device sales, followed by Asia and a much smaller
market in Europe.
Kline noted that China posted the strongest overall
growth at 92.6% in 2013, boosted by the launch of L’Oréal’s
Clarisonic device and the robust performance of Galvanic Spa.
Chinese consumers have benefited from a larger number of
at-home beauty products from local and international brands
offering different skin care concerns.
By region, there are big differences in the type of
beauty device being bought by consumers. In the US,
the most popular ones are for cleansing, accounting for 40% of sales. Anti-aging devices have the
smallest share of market in the US, but are the
most important category in Asia. In Europe, still a
relatively undeveloped market, hair removal devices account for more than half of value sales, but the
segment is highly fragmented; just one in ten sales
are for cleansing devices.
Skin cleansing dominates the global at-home
beauty device market, accounting for nearly 40% of the market.
Kline notes that the manufacturing cost of cleansing devices is
low in comparison to other techno tools and does not require FDA
approval. As a result, this sub-sector is attracting mass brands,
such as P&G with its Olay Regenerist Megasonic Cleansing Kit.
Ramaa Chipalkatti, senior analyst, Datamonitor, warns of the
possible threat of more technology-focused skin care to traditional skin care brands.
“Consumers may increasingly replace traditional products with
such electronic tools, perceiving them to be a more affordable investment in the long term (as with electric toothbrushes),” noted
Chipalkatti. “Therefore, developing complementary products that
can be used in conjunction with new gadgets may become a new
focus for skin care brands in the future, as the use of
skin care devices becomes more commonplace.”
Here Comes Sonic
A recent new entrant to cleansing devices
is the Clinique Sonic System Purifying
Cleansing Brush, a dermatologist-de-veloped, Swiss-engineered cleansing innovation that claims to transform skin.
The device is designed to work together
with Clinique’s 3-Step Skin Care System
by targeting hard-to-reach contours of the
face, including the nose, hairline and chin.
The sonic vibrations combined with the
brush configuration gently massages skin
and is said to loosen stubborn dirt and oil
more effectively than manual cleansing, while improving the overall
health and condition of the skin, according to Clinique. Another important benefit is that thoroughly cleansed
skin allows treatment products to be better absorbed and therefore perform better.
Clinique claims that usage of its cleansing
system improves the exfoliating performance of its Clarifying Lotion and Dramatically
Different Moisturizing Lotion +/Gel.
VisaPure by Philips is another new face care brush technology
that claims to be 10 times more effective than cleansing by hand
and can be used twice a day, taking just one minute to complete
the face cleanse. It is said to remove more dead skin cells with
its exfoliating action that improves the absorption of skin care as
Imogen Matthews • In-Cosmetics