This report provides a deep exploration of the US beauty device market and consumer in and beyond. Inside you&#;ll find insights into how consumers are using beauty devices and their attitudes toward them, with our industry expert revealing relevant opportunities to capitalize on trends.
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Below, we&#;ve summarized the key areas analyzed, and offer handpicked insights from the report.
Key Areas Analyzed
Types of skincare devices and haircare devices used at home.
Future interest in buying facial skincare devices and haircare devices.
Reasons for not currently using skincare devices.
Price perceptions of skincare devices that replace professional treatments.
Benefits sought from skincare devices and haircare devices.
Purchase behavior of skincare and haircare devices.
Attitudes toward beauty devices.
US Beauty Devices Market Overview
Affordability is a potential hurdle for consumers thinking about entering the beauty devices market in . However, when at-home beauty devices are positioned as a way to bypass professional services, they will likely prove to be popular. In the next two years, increased consumer focus on health and wellness will benefit the category. Then, looking forward to and beyond, skincare devices are poised to see growing penetration.
Beauty Device Consumer Trends
Addressing Confusion and Affordability
Consumer confusion and affordability present significant barriers in the beauty devices market. This report discusses in detail the importance of effective educational efforts by brands to clarify the unique functions, features, and benefits of their products to potential customers.
The Influencer Impact
The role of social media influencers in consumer purchase behavior is becoming increasingly significant. Influencers are impacting consumer decisions, with a notable increase in influencer-inspired purchases in recent years. Detailed exploration is given in this report to the role influencers play in educating consumers and reducing confusion over brands and benefits in the beauty device space.
The Rise of Multifunctional Skincare Devices
Multifunctionality is a growing trend in skincare devices, with consumers showing interest in devices that provide a variety of benefits such as skin exfoliation, firming, and reduction of fine lines. This report elaborates on how multi-functional devices can serve as an effective point of entry for consumers.
Opportunities for Beauty Tech brands
The US beauty devices market in presents significant growth opportunities, particularly in the skincare segment. Approximately a third of adults who don&#;t currently own a facial skincare device express interest in future purchases, indicating a large potential consumer base. Concurrently, haircare devices enjoy strong market penetration, but the industry faces challenges in attracting non-interested consumers.
To discover how brands can cater to both category users and non-interested consumers, buy the full report, and refine your business strategy effectively. Looking for something else? Try our Diversity and Inclusivity in Beauty Market Report, or browse our extensive range of BPC market research.
Products and Brands Discussed
Products: Skincare devices such as cleansing systems, exfoliation systems, LED/laser treatments, hair removal devices and massagers/infusion systems. Hair appliances such as blow dryers, flat irons, curling irons and hot rollers. Hair accessories are excluded from this report.
Brands: A variety of brands are discussed in this report, with relevance to innovations, consumer trends, and market opportunities. Some brands mentioned include BeautyBio, Droplette, Cellumula, YOUNGMAY, SkinDNA, Medi Lift, DIMMI, Amorepacific, BIO IONIC,and L&#;Oréal USA.
Additional Features Included in Your Report
Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.
Mintel&#;s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.
Expert Analysis from a Beauty Industry Specialist
This report, written by Jennifer White Boehm, a leading BPC analyst, delivers in-depth commentary and analysis to highlight current trends in the US beauty devices market, adding expert context to the numbers.
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Makers and marketers of beauty devices can attract users by promoting affordability, educating consumers on the benefits of usage and positioning products as part of self-care wellness. To help the category continue to grow, it&#;s important that players don&#;t forget to promote the enjoyment and fun of using new beauty devices. Forward-thinking beauty device marketers will tap medical-grade or clinical positioning to elevate efficacy positioning. Consumers&#; prioritization of appearance and health will undoubtedly advance interest and expectations within the category.
Jennifer White Boehm
Director, US BPCH Reports
At-home facials with dermatology-grade devices from the comfort of our couch? Sign us up! The global at-home device market is expected to grow by 20.4% until , marking an exciting opportunity for beauty brands to grow their business and revenue.
So, who&#;s buying devices? The demographic is predominantly female, spanning people in their late teens to 50+ who have an interest in beauty and self-care. It&#;s a lucrative alternative for those who want results but are aversive to expensive in-office treatments or surgery. Scalpels down, credit cards up. Let&#;s discuss how to market these devices with recommendations from Power Digital&#;s Beauty Division:
Marketing Considerations for Capturing Demand
As more beauty brands get into the device game, the marketing playbooks will change along with it. At-home beauty devices come at a much higher price point compared to beauty products. So, be prepared for longer consideration and research windows. The customer journey, messaging and creative need to be geared toward providing content and guidance to help convince and convert. Here&#;s what Power Digital&#;s Beauty Division recommends when it comes to device marketing:
1. Educational Content
Center your awareness play around educating your audience on how the device works: create engaging how to-videos tailored for social consumption. Lean into an aspirational feel to recreate the coveted spa environment at home.
2. Before-Afters
Seeing the actual results is one of the most powerful levers to nudge a person towards a purchase, run realistic but noticeable before-afters as a part of your paid social creative mix to convince the audience that your device is effective and delivers on its USPs. Don&#;t show people with perfect skin but real skin with credible results.
3. Driving Credibility With Creators
Work with beauty and skincare-focused influencers/creators who will drive word of mouth with testimonials, facilitate product education and showcase the benefits of your device. Allow influencers and creators to formulate their narratives to better connect with their audiences for authentic and candid content.
4. Use TikTok as a Search Engine
Partner with beauty experts like dermatologists to ensure that your device comes up on top when users are searching for reviews or answers to the question &#;Does device X work?&#;
5. Break the Cost Down and Talk About It
Consider offering buy now/ pay later or pay in installments (Klarna/ Afterpay) and spearheading this messaging in mid-funnel campaigns to help convert customers teetering on the edge of buying.
6. Leverage Press Across Channels to Build Social Proof
Once secured, use press mentions in other channels to further drive trust and growth. For instance, using articles as content on paid search ads can increase click-through rate (CTR). On paid social, press-focused creative can have as much as 40% higher click-through rate and 25% higher engagement rate compared to branded product ads. Use influencers in press efforts to further bolster social proof. Enhance social proof via + SMS by showcasing recent press coverage; capitalize on 90% open and 30% CTR with SMS.
Need a hand in beauty marketing? We&#;ve got a team for that. Power Digital&#;s Beauty Division specializes in growing beauty, wellness and grooming businesses with results-driven marketing and communications campaigns for a 360-approach. Contact us today.
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