At-home beauty devices are no longer found primarily on the bathroom shelves of beauty aficionados. With global sales growth of over 10% in 2015, the at-home beauty devices market remains among the fastest growing segments within the beauty industry, attracting a diverse, global audience looking for fast and long-lasting results when it comes to the three leading skin care concerns: cleansing, aging, and hair removal. The market benefits from consumers’ increased education and knowledge of products, the rise in the number of marketers, new products at varying price points, increasing distribution, especially across the direct sales channel, and the continued success of limited edition products.
In 2016, several well-established players introduce new products that fill a gap in the market. One of the most exciting is Foreo’s launch of its Luna Play because of its affordability. The Luna Play is available for $39.00 in the United States and is reminiscent of the Ilumask because of its low price point, as well as its disposability, capping a consumer’s use of the device at 100 cleanses. Kline’s analysis is that Foreo’s Luna Play will be a game changer for consumers reluctant to pay big bucks for a cleansing device. In addition to Luna Play, Foreo capitalizes on the success of its 2015 Save the Sea Luna Mini by launching a Save the Sea Luna Mini 2. However, Foreo is not the only brand to capitalize on limited edition products. Clarisonic, the leading cleansing device marketer, teams up with skin care brand Mario Badescu for a limited edition kit in 2016, which includes a Mia 2 and a Mario Badescu gel, serum, and moisturizer.
Kline noted the emergence of the multiple technology and multiple benefit device trend in 2015, and, so far, 2016 is proving to hone in on these trends further. Reputable skin care brand Darphin makes its way to the device market through the launch of its L’Institut Facial Sonic Cleansing and Massaging Expert. The device has a similar shape and feel to that of its sister brand, Clinique’s SonicCleanser and Massaging Applicator, offering both cleansing and anti-aging benefits to those who use the device.
The future landscape of the market is also likely to register a change from using mono-technology in one device to incorporate multi-technologies for increased benefits and more competitive edge in terms of the product value against price. With the myriad of technologies being used by marketers, such as LED light therapy, sonic, laser, microcurrent, and heat, among others, the LED light therapy has been widely used in most hair removal, anti-aging, and acne devices in 2015. The sixth edition of the Beauty Devices: Global Market Analysis and Opportunities report covering 2016 will be published in the first quarter of 2017 and is set to further analyze this trend as more devices with multiple technologies are launched during the year.