According to market researcher Kline & Company, the at-home beauty devices market increased globally by nearly 14% last year as new products, inspired by professional technologies like lasers and the first-ever wearable mask devices, help fuel consumer interest.
Karen Doskow, Director at Kline’s Consumer Products Practice, explains that with price points at two ends of the spectrum, new companies jumping on the beauty devices bandwagon, and existing brands expanding their portfolio beyond cleansing and hair removal, means the market has evolved into a very competitive place for manufacturers.
“With a wider range of prices and product choices, it has also become much more accessible to a larger consumer base,” she says.
Europe opportunities
In Europe, the beauty devices market is driven by the rising ageing population and rising awareness about potential healing applications of beauty devices in the treatment of skin and hair problems.
The UK is the most promising market within Europe for beauty devices; however the market as a whole is still not as big as in the US and Asia, says Kline.
According to its Beauty Devices: Global Market Analysis and Opportunities report; in Europe, fresh inspiration is on the way though, coming from the professional skin care sector.
Market players such as Philips, Home Skinovation, and Beurer are all launching at-home devices for microdermabrasion, a popular skin treatment in spas and beauty institutes; tapping into the professional trend.
A new microdermabrasion-type product was also introduced for lips in 2014 by Bliss (Steiner Leisure) with its Fabulips ‘Pout’-o-matic Spa Powered Lip-Perfecting System.
As more companies get involved, particularly big brands, then the more the market can expect to take off; as seen when Clarisonic entered the fray.
Global
Over in the US, one of the most unique launches comes from newcomer La Lumière with its illuMask brand of wearable LED light masks.
Available in two varieties—Anti-Acne and Anti-Aging—and at an affordable $29.95 price tag, illuMask caters to the mass market, which has, until now, lacked traction.
Kline says some brands bet on pricier alternatives too, introducing new laser products for at-home use.
TRIA’s new Age-Defying Laser and the Skin Smoothing Laser by Iluminage Beauty are driving the anti-ageing segment’s double-digit growth along with several new introductions from brands, such as RIO and Beurer in Europe.
While cleansing is the fastest growing skin care concern in Europe, China, and South Korea, anti-aging devices are adding vitality to the US market.