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Specialized Devices Drive Double-digit Growth of the European Beauty Devices Market in 2015

Ultra-specialized and hair regrowth devices entering the European market in 2015, supported by new apps that educate consumers on product usage, propel the perennially vibrant at-home beauty devices market by 18%, finds the recently published European volume from Kline’s Beauty Devices: Global Market Analysis and Opportunities report series. Growth is strongest in Eastern Europe and some Western markets, such as Germany and the United Kingdom.

A new segment of coverage for this year’s report series is the emerging hair regrowth products category. This category benefits from increased marketing surrounding the efficacy of the devices. “Hair regrowth has been around for over a decade, with HairMax being in the European market since 2002,” comments Ewa Grigar, Project Lead for the report series. “This category grows at a dramatic rate in 2015, driven by improved technology, new devices, and continuously high needs from consumers for hair regrowth products. In 2015, HairMax introduces three new products into the market, including the brand’s first-ever, hands-free device: the HairMax Laserband 82.”

While multifunctionality was key for beauty device products in 2014, various new products that combine more than one technology are launched in 2015. For instance, Silk’n’s Infinity hair removal devices combine galvanic and HPL technologies while Beurer’s Pureo Deep Clear Facial cleansing brush vibrates, pulsates, and, at the same time, clears impurities through its LED blue light. Some cleansing devices are also becoming ultra specialized, combining massaging capabilities, anti-bacterial properties, and the ability to use more than one brush size.

The hair removal segment continues to garner the largest market share in Europe, growing at nearly 23% in 2015. Notable product launches in 2015 include Spectrum Brand’s Remington iLight Prestige Hair Removal Series, Silk’n’s Infinity, Glide’s Xpress 300,000, Panasonic’s ES-WH80, and Beurer’s IPL 6000, among others. Brands like BaByliss and Lumea launch apps for their hair removal devices to educate consumers on product usage.

As baby boomers and generation X consumers strive to keep a young appearance, anti-aging devices is the fastest growing segment in Europe in 2015. This segment posts the highest growth, driven by products that offer more focused treatments.

Philips is the leading marketer in three out of five major markets in Europe: the United Kingdom, France, and Spain. The marketer has a reputation for quality in these regions and successfully deploys resources through traditional and digital advertising. Home Skinovations is the leading marketer in Germany. The Silk’n brand enjoys significant distribution through brick-and-mortar shops and online mass market retailers, including Rossman, Edeka, Kaufland, Otto, Aldi, Media Markt, and Saturn.

In 2015, consumers are more willing to purchase and try devices; however, increased return rates indicate that they are not completely satisfied with the tools. Some premium marketers offer rental solutions before purchase for consumers to try out these products before purchasing, which helps marketers with device credibility and returns.

Beauty Devices: Global Market Analysis and Opportunities is a comprehensive report and database covering the vibrant market for at-home beauty devices, focusing on market size and growth, key changes in distribution, the competitive landscape, and notable new launches and product trends. The analysis covers beauty devices sold to consumers through all channels of distribution, including direct sales, mass, prestige, and professional outlets. Devices that offer the following benefits are covered:

  • Acne elimination
  • Cellulite reduction and body firming/toning
  • Cleansing
  • Facial rejuvenation and facial toning
  • Hair regrowth
  • Hair removal

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