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Beauty Devices - US - March 2013

Published By :

Mintel

Published Date : Mar 2013

Category :

Personal Care

No. of Pages : 164 Pages


The beauty devices industry has strong growth potential as consumers are motivated by getting professional results at home. However, the industry will face challenges in creating increased interest in and awareness of skincare devices as well as increased usage occasions for haircare appliances. Expanding the mass market skincare device segment as well as creating more versatile and customizable haircare appliances will be essential in driving future growth in the category.
TABLE OF CONTENT

SCOPE AND THEMES
What you need to know 
Definition 
Data sources 
Sales data 
Consumer survey data 
Advertising creative 
Abbreviations and terms 
Abbreviations 
Terms 

EXECUTIVE SUMMARY
Market trends 
Improving economic conditions should benefit the beauty devices industry 
Figure 1: DPI, 2007-September 2012 
Aging female population creates challenges, opportunities for the industry 
Figure 2: Female population aged 18 or older, by age, 2013-18 
The consumer 
Skin cleansing beauty devices generate highest levels of interest 
Figure 3: Interest in at-home skincare devices, November 2012 
Women most likely to use hair appliances on occasional basis 
Figure 4: At-home haircare appliance use, net use, November 2012 
Friends/family is most relied upon source for beauty device information 
Figure 5: Top five sources of beauty device information, November 2012 
Skincare device claims of deep cleansing and treating wrinkles generate highest interest 
Figure 6: Any interest in skincare device claims, by age, November 2012 
Women report high levels of interest in all hair appliance claims 
Figure 7: Interest in hair appliance claims, November 2012 
What we think

ISSUES IN THE MARKET
Skincare devices are a relatively new segment in the beauty category and are primarily available at
high price points, putting them out of reach for many consumers. What is the skincare devices
industry doing to expand its reach in the beauty category? 
The majority of women use hair appliances, but frequency of use is relatively low and purchase
cycles are quite long. How can hair appliances become a more integral part of women’s haircare
routine? 
One barrier to interest/usage of beauty devices is confusion about how to use these products and
the benefits of using them. What measures can the industry take to minimize confusion and
increase consumer interest and involvement in the category? 

INSIGHTS AND OPPORTUNITIES
Men: untapped opportunity in the skincare device segment? 
Greener living through energy efficient beauty devices 
Beauty devices as décor 
Figure 8: Clarisonic mia 2 screenshot, 2013 
Figure 9: Revlon artistry screenshot, 2013

TREND APPLICATIONS
Trend: Suite Life 
Trend: Perfecting the Details 
2015 Trend: Old Gold 

MARKET TRENDS
Key points 
Personal care appliances market 
Figure 10: Total U.S. retail sales of electrical personal care appliances, at current prices, 2007-12 (est.) 
Income impacts interest in and use of beauty devices 
Figure 11: DPI, 2007-September 2012 
Figure 12: Household income distribution, 2011 
Aging female population will create challenges and opportunities for beauty devices market 
Figure 13: Female population aged 18 or older, by age, 2008-18 

COMPETITIVE CONTEXT
Professional treatments 
Facial skincare products 
Hair styling and hair treatment products 

PRODUCT INNOVATIONS AND MARKETING STRATEGIES – SKINCARE DEVICES
Professional results 
Skin cleansing 
Anti-aging 
Acne treatment 
Proof of efficacy 
Advertising strategies 
TV presence 
Figure 14: AcneFree, smooth skin television ad, 2012 
Figure 15: Olay, cleansing system television ad, 2012 
Figure 16: Olay, va va voom television ad, 2013 
Figure 17: Tria beauty television ad, 2012 
Online 
Print and other 
Figure 18: Clarisonic print ad, 2012 
Figure 19: Clarisonic opal print ad, 2012 
Figure 20: Tria print ad, 2012 
Figure 21: Tanda zap print ad, 2012 

PRODUCT INNOVATIONS AND MARKETING STRATEGIES – HAIR APPLIANCES
Express yourself 
Colorful creations 
Ergonomic designs 
Advanced technology 
High-performance materials 
Customized solutions 
Versatile style achievement 
Multi-functional tools 
Wavy hair 
A tool for your tools 
Marketing strategies 
Figure 22: BaByliss print ad, 2012 
Figure 23: John Frieda print ad, 2012 

SOCIAL MEDIA
Key points 
Social media metrics 
Figure 24: Key performance indicators, February 2013 
Market overview 
Brand usage and awareness 
Figure 25: Brand usage and awareness of beauty device brands, November 2012 
Interaction with beauty device brands 
Figure 26: Interaction with beauty device brands, November 2012 
Online conversations 
Figure 27: Select beauty device brands’ share of conversation, Nov. 5, 2012 -Feb. 4, 2013 
Figure 28: Conversations by brand, by day, Nov. 5, 2012 -Feb. 4, 2013 
Where are people talking about beauty devices? 
Figure 29: Selected beauty device brands’ share of brand conversations, by page type, Nov. 5, 2012 -Feb. 4,
2013 
What are people talking about? 
Figure 30: Types of conversations concerning selected beauty device brands, Nov. 5, 2012 -Feb. 4, 2013 
Figure 31: Types of conversations concerning selected beauty device brands, by day, Nov. 5, 2012 -Feb. 4,
2013 
Figure 32: Types of conversations concerning selected beauty device brands, by type of website, Nov. 5, 2012 -
Feb. 4, 2013 

ANALYSIS BY BRAND
Clarisonic 
Figure 33: Clarisonic—key social media indicators, Feb. 4, 2013 
Key online campaigns 
What we think 
Olay 
Figure 34: Olay—key social media indicators, Feb. 4, 2013 
Key online campaigns 
What we think 
NuFACE 
Figure 35: NuFACE—key social media indicators, Feb. 4, 2013 
Key online campaigns 
What we think 
Neutrogena 
Figure 36: Neutrogena—key social media indicators, Feb. 4, 2013 
Key online campaigns 
What we think 
Baby Quasar 
Figure 37: Baby Quasar—key social media indicators, Feb. 4, 2013 
Key online campaigns 
What we think 
Tanda 
Figure 38: Tanda—key social media indicators, Feb. 4, 2013 
Key online campaigns 
What we think 

INTEREST IN AT-HOME SKINCARE DEVICES
Key points 
Skin cleansing systems generate highest levels of interest 
Figure 39: Interest in at-home skincare devices, November 2012 
Interest in skincare devices driven by younger, more affluent women 
Figure 40: Neutrogena wave, television ad, 2012 
Figure 41: Any interest in at-home skincare devices, by age, November 2012 
Figure 42: Any interest in at-home skincare devices, by household income, November 2012 
Those who use or are aware of lesser-known device brands express above interest in skincare
devices 
Figure 43: Skincare device interest, by brand awareness/use, November 2012 

USAGE OF HAIRCARE APPLIANCES
Key points 
Blow dryers are most used hair appliance 
Figure 44: At-home haircare appliance use, net use, November 2012 
Figure 45: At-home haircare appliance use, by age, November 2012 
Curling irons and flat irons more likely to be used occasionally 
Figure 46: Daily use of hair appliances, by age, February 2011 and November 2012 

BEAUTY DEVICE PRODUCT INFORMATION
Key points 
Friends and family are the most relied upon source for beauty device information 
Young women more likely to seek information from online sources
Figure 47: Beauty device information, by age, November 2012 
Women who are interested in skincare devices are more likely to seek product information 
Figure 48: Product information, by device interest, November 2012 

INTEREST IN SKINCARE DEVICE CLAIMS
Key points 
Claims of deep cleansing and treating wrinkles generate highest levels of interest 
Figure 49: Interest in skincare device claims, November 2012 
Figure 50: Interest in skincare device claims, by age, November 2012
Affluent women report higher interest in skincare device claims 
Figure 51: Interest in skincare device claims, by household income, November 2012 
Treating acne generates high levels of interest in all skincare devices 
Figure 52: Skincare device interest, by interest in product claims, November 2012 

INTEREST IN HAIRCARE APPLIANCE CLAIMS
Key points 
Claims of adding shine, improving manageability generate highest levels of interest 
Figure 53: Interest in hair appliance claims, November 2012 
Figure 54: Interest in hair appliance claims, by age, November 2012 
Interest in claims differs by hair appliance usage 
Figure 55: Interest in hair appliance claims, by regular device use, November 2012 

ATTITUDES TOWARD SKINCARE DEVICES
Key points 
Women motivated by convenience, spa-like results 
Young women interested in products to maintain their skincare device 
Figure 56: Attitudes toward skincare devices, by age, November 2012 
Women in the $75K-99.9K income group more likely to agree with skincare device attitudes 
Figure 57: Attitudes toward skincare devices, by household income, November 2012

ATTITUDES TOWARD HAIRCARE APPLIANCES
Key points 
Hair damage is a big concern with hair appliance use 
Women looking for versatility from hair appliances 
Figure 58: Attitudes toward haircare appliances, by age, November 2012 
Women in the $75K-99.9K income group more likely to agree with haircare appliance attitudes 
Figure 59: Attitudes toward haircare appliances, by household income, November 2012 

RACE AND HISPANIC ORIGIN
Key points 
Multicultural respondents report above average interest, use of beauty devices 
Figure 60: Interest in at-home beauty devices, by race/Hispanic origin, November 2012 
Figure 61: Attitudes toward beauty device claims, by race/Hispanic origin, November 2012 
Figure 62: At-home haircare device use, by race/Hispanic origin, November 2012 
In-store beauty counters, online sources important information sources for multicultural women 
Figure 63: Beauty device information, by race/Hispanic origin, November 2012 
Multicultural consumers motivated by convenience, professional results 
Figure 64: Attitudes toward skincare devices, by race/Hispanic origin, November 2012 
Figure 65: Attitudes toward haircare appliances, by race/Hispanic origin, November 2012 

CLUSTER ANALYSIS
Figure 66: Beauty devices target clusters, November 2012 
Cluster 1: Involved 
Opportunities 
Cluster 2: Practical 
Opportunities 
Cluster 3: Confident 
Opportunities 
Cluster 4: Basics 
Opportunities 
Cluster characteristic tables 
Figure 67: Interest in at-home skincare devices, by target clusters, November 2012 
Figure 68: At-home haircare appliance use, by target clusters, November 2012 
Figure 69: Beauty device information, by target clusters, November 2012 
Figure 70: Interest in skincare device claims, by target clusters, November 2012 
Figure 71: Interest in hair appliance claims, by target clusters, November 2012 
Figure 72: Attitudes toward skincare devices, by target clusters, November 2012 
Cluster demographics 
Figure 73: Target clusters, by demographic, November 2012 
Cluster methodology 

APPENDIX: OTHER USEFUL CONSUMER TABLES
Interest in at-home skincare devices 
Figure 74: Interest in at-home skincare devices, by age, November 2012 
Figure 75: Interest in at-home skincare devices, by household income, November 2012 
Usage of haircare appliances 
Figure 76: At-home haircare appliance use, all usage, November 2012 
Figure 77: At-home haircare appliance use, by household income, November 2012 
Beauty device product information 
Figure 78: Beauty device information, by household income, November 2012 
Figure 79: Product information, by blow dryer use, November 2012 
Figure 80: Product information, by flat iron use, November 2012 
Figure 81: Product information, by curling iron use, November 2012 
Figure 82: Product information, by hot rollers use, November 2012 
Interest in skincare device claims 
Figure 83: Interest in skincare device claims, by age, November 2012
Interest in haircare appliance claims 
Figure 84: Interest in hair appliance claims, by age, November 2012 
Figure 85: Interest in hair appliance claims, by household income, November 2012
Figure 86: Interest in hair appliance claims, by blow dryer, November 2012 
Figure 87: Interest in hair appliance claims, by flat iron, November 2012 
Figure 88: Interest in hair appliance claims, by curling iron, November 2012 
Figure 89: Interest in hair appliance claims, by hot rollers, November 2012 
Figure 90: Attitudes toward hair appliance claims, by race/Hispanic origin, November 2012 
Attitudes toward haircare appliances 
Figure 91: Attitudes toward haircare appliances, by blow dryer usage, November 2012 
Figure 92: Attitudes toward haircare appliances, by flat iron usage, November 2012
Figure 93: Attitudes toward haircare appliances, by curling iron, November 2012 
Figure 94: Attitudes toward haircare appliances, by hot rollers usage, November 2012 
APPENDIX: SOCIAL MEDIA
Online conversations 
Figure 95: Select beauty device brands’ share of conversation, Nov. 5, 2012 -Feb. 4, 2013 
Figure 96: Conversations by brand by day, Nov. 5, 2012 -Feb. 4, 2013 
Where are people talking about beauty devices? 
Figure 97: Selected beauty device brands’ share of brand conversations, by page type, Nov. 5, 2012 -Feb. 4,
2013 
What are people talking about? 
Figure 98: Types of conversations concerning selected beauty device brands, Nov. 5, 2012 -Feb. 4, 2013 
Figure 99: Types of conversations concerning selected beauty device brands, by day, Nov. 5, 2012 -Feb. 4,
2013 
Figure 100: Types of conversations concerning selected beauty device brands, by type of website, Nov. 5, 2012
-Feb. 4, 2013 
Brand usage or awareness 
Figure 101: Brand usage or awareness, November 2012 
Figure 102: Olay usage or awareness, by demographics, November 2012 
Figure 103: Clarisonic usage or awareness, by demographics, November 2012 
Figure 104: Tanda usage or awareness, by demographics, November 2012 
Figure 105: Baby Quasar usage or awareness, by demographics, November 2012 
Figure 106: NuFACE usage or awareness, by demographics, November 2012 
Figure 107: Neutrogena usage or awareness, by demographics, November 2012 

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis 
Sampling 
Global Market Insite (GMI) 
Secondary Data Analysis 
Experian Simmons National Consumer Studies 
Statistical Forecasting 
Statistical modelling 
Qualitative insight 
The Mintel fan chart 
Weather analogy

APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence 
Mintel Solutions: 
Mintel Oxygen Reports 
Mintel GNPD 
Mintel Inspire 
Mintel Beauty Innovation 
Mintel Menu Insights 
Mintel Research Consultancy 
Mintel Comperemedia

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