Technology is THE thing right now and this can work in beauty for devices market
Market researcher Kline expects that Europe’s growth for the at-home beauty devices market will outpace the US, approaching a 25% increase, as the big players enter the market; such as Estee Lauder’s Clinique Sonic Cleansing brush joining market leaders Clarisonic.
Speaking with Godfrey Town, Chair of Home Use Devices (HUD) Safety Group, an organisation that acts as a middle man between the medical and beauty industries when concerned with devices, it seems there is huge potential in the segment, and he says the market reaching $5-6 billion by 2018 is “quite realistic.”
“When you get the big names coming into the market, then the uptake will increase. It is what happened with Clarisonic and will continue as more key players show an interest,” he tells CosmeticsDesign-Europe.com.
“It is a new and fast emerging market and taps into the wellness segment as well as addressing several issues in the skin care and anti-ageing markets.”
Godfrey explains that with the technology-heavy world we live in right now, there may be no better time for investment in the HUD market.
“Mobile technology is a good example,” he says. “People always want apps or devices for everything. Technology is THE thing right now.”
Concern
As with any new technology that enters the market, there can be a bit of scepticism, and perhaps because of the technology aspect, health concerns have been raised.
“There are legitimate concerns that devices could be hazardous if used inappropriately,” continues Town. “But this is true of a number of things – it depends on how you use them!”
Safety standardisation and national regulation seems to be somewhat behind market development, but Godfrey explains that the first standard for the market has been published, and the second is expected later in the year.
International efforts continue to develop consistency in regulatory frameworks, and in the EU and the USA regulatory controls usually include a three-tiered approach:
• pre-market assessment, assuring quality and safety for sale;
• in-market monitoring of advertising, claims, and labelling;
• post-market surveillance, to check adverse events and ensure continuing safety in use.
While Australia and New Zealand treat home-use light-based devices in a similar way to other household electrical appliances as in the EU, no clear pattern is seen in most other world markets.
Medical relationship
The safety concerns are also where a good relationship between the beauty and medical industries can really help too, says Town.
This is because if a device has an endorsement from a medical professional then it can be trusted more, and can help to stop rogue products getting to market, helping build trust with consumers.
“The rising popularity of HUDs can be seen as a valuable ‘door opener’ to the aesthetic business,” says Town. “Rather than being seen as competing with office-based procedures, the use of HUDs may prove to be a stepping-stone for many consumers to seek medical help when otherwise they may not.”
“What’s more, the possibility of HUDs acting as a companion to procedures between visits may help physicians to maintain long-term relationships with patients, and can be more practical.”
