Over the past few years, the beauty devices market in the United States has made some bold moves. Since 2010, when we first started covering this market, its size has almost doubled! Today, beauty devices is the fastest growing beauty and personal care market and continuously surprises us with its high-speed developments and vibrant opportunities.
With the publication of the latest edition of our Beauty Devices: U.S. Market Analysis and Opportunities report, let’s take a look at the top five biggest trends that took hold in 2015 and will continue to gain steam through 2016:
1. Hair regrowth devices – The hair regrowth category is booming in the United States due to claims that these devices not only restore hair, but also make hair appear healthier and fuller, which many U.S. consumers desire. Improved technology and new players also help boost device sales in the category. Category leader Hairmax introduces three new products at different price points, including its first ever, hands-free device—Hairmax Laserband 82. New category entrant Nutraluxe MD introduces its NutraStim Pro Laser Comb, a handheld, cordless brush device.
2. Multi-functional devices – The growing trend for devices that incorporate more than one technology to target several skin care concerns, such as anti-aging and cleansing, continues to progress. Several marketers have taken this challenge and introduced such devices in 2015. Michael Todd USA launches its Soniclear Elite, an anti-microbial cleansing system that also includes collagen pulsating technology for anti-aging benefits. Clinique introduces its Sonic System Massaging Treatment Applicator, which is a head that can be attached to Clinique’s sonic brush to boost micro-circulation.
3. Mini devices – In the quest to offer smaller, travel-friendly options, marketers continue to introduce compact beauty devices. In the hair removal category, Iluminage launches two new hair removal devices—Precise Touch Permanent Hair Reduction System and Beauty’s Mē Chic. In the anti-aging category, TRIA introduces Age Defying Eye Wrinkle Correcting Laser while Patchology introduces its innovative Energizing Eye Patches with microcurrent technology. Lastly, in the cleansing category, Clarisonic launches Mia Fit, a mini version of its legendary Mia cleansing brush.
4. Devices for men – Following Foreo’s introduction of a device for men in 2014, more marketers are focusing on introducing these types of beauty devices in 2015. Cleansing category leaders Clarisonic and Clinique launch cleansing brushes paired with facial cleansers, specifically targeting the male segment. Mass market innovator Pretika Corporation also enters this segment with its SonicDermabrasion PreShave Power Cleanser, a device with three heads that vibrate, exfoliate, and clean pores.
5. Special edition devices – To keep consumers’ interest alive, some marketers are introducing special edition devices created in conjunction with artists, charities, or designers. Foreo launches a Limited Edition Luna Mini Save the Sea device with the charities GreenWave and Sea Life Trust to raise funds and awareness of ocean conversation. Clarisonic teams up with the Keith Haring Foundation to offer a limited edition device that helps raise AIDS awareness.
For more trends and insights, please refer to our Beauty Devices: Global Market Analysis and Opportunities report series—a 360-view of the vibrant at-home beauty devices market, focusing on its size and growth, key changes in distribution, the competitive landscape, notable new launches, and product trends.
By Marcela Chifu, Marketing Executive, Consumer Products Practice