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- 11/05/2018

Differences in beauty devices preference intensify among markets but apps connect them, analyzes Kline in 2018

H&PC Today

Sales of beauty devices continue to be strong around the globe, but numbers vary dramatically from one region to another. Sales grow meteorically in Asia, by nearly 25% in 2017. The United States rebounds from negative growth, while growth in Europe slows, partly affected by penetration of non-branded devices from Asia, finds the just-published report Beauty Devices: Global Market Analysis and Opportunities by Kline.

One of the latest trends in the market is not just about what devices can do but how the treatments can be customized, and that is achieved via designated device apps. Beauty devices that can be easily connected to mobile apps are increasing in popularity, as they allow consumers to achieve a more personalized treatment. Many marketers launch new products along with apps, including the recently released Foreo For You app, the Lumea coaching app or the défiderm analyzer and its app, further personalizing skin care routines.

“These apps empower today’s consumer with self-diagnosis, procedure timing, step-by step directions and much more. As consumers seek out brands that offer personalized treatments, strong technical support brands like Foreo and NuFace are resonating with them as they deliver on these attributes,” commented Karen Doskow, Director Consumer Practice.

The global beauty devices market is ultra-dynamic, as each analyzed market boasts its own leaders, different skin care concerns, preferences in devices, and, consequently, different growth numbers within each segment. While cleansing continues to be the leading skin-care concern globally, with sales registering a healthy growth of over 14%, the segment is leading in Asia only, where it is the largest and the fastest-growing category thanks to strong performance in China and South Korea. On the contrary, sales within this category declined in Japan. Hair removal is by far the largest skin care concern in the European at-home beauty devices market, with nearly 40% of total market share. The category sales slowdown in Europe due to market saturation. Hair removal devices have also seen declining sales in the United States. However, these devices’ sales skyrocket in China, registering triple-digit growths in 2017.

While the hair removal segment in Europe may be even further affected by regulations that will come into effect in 2022, Europe, along with the United States, is currently enjoying momentum of acne elimination devices. This the fastest-growing skin care concern is experiencing a healthy double-digit growth in 2017. Europe, unlike other markets, is affected by the influx of inexpensive Asian no-name brands which does not only prevent growth due to price competition, but also builds up a negative image for device products as they do not live up consumers’ expectations. Some consumers tend to characterize all devices as the same, not differentiating between the impacts of complex technologies and customizable properties being offered by the reputable brands.

The market will be further driven by entry of new marketers, either established skin care brands, such as such as Carita, Nivea, and Neutrogena, and electronic appliance marketers, such as LG and Samsung. It is to be seen which segment of marketers is expected to have a better success story in the market.