Lasers, Asian market key to growing at-home beauty devices

The at-home beauty devices market continues to gain prominence globally as manufacturers tout improved technologies among existing brands and completely new entries hit the scene.

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According to research from consulting and research firm Kline & Co., the at-home beauty devices market grew nearly 20% in 2013. Despite the solid double-digit gains, there remains room for further growth — especially within the United States.



In looking at the performance for 2014, Karen Doskow, director of consumer products at Kline, told Drug Store News that she expects to see similar growth rates as seen in 2013.



“Some things that we need to consider are the two new anti-aging laser devices that have been launched in the prestige market by Iluminage, which is a joint venture between Unilever and Syneron, as well as Tria’s anti-aging lasers. I think that those definitely will drive the market,” Doskow said. “Clarisonic continues to do well, and that is really the cornerstone of the market.”



While cleansing is a sweet spot for marketers, anti-aging devices are no doubt a significant area of opportunity, Doskow said.



The at-home beauty device market within the United States continues to grow at a moderate pace; however, the Asian markets — where women take a tremendous interest in skin care and are willing to spend money on it — take a strong lead.



Players on both the manufacturer and retailer side within the United States who are looking to grow sales should focus on increasing awareness and education, especially mass market players.



“Mass market has been an area that has really been hard to break. ... It is very hard to educate consumers in mass outlets about these devices. It takes a lot of education,” Doskow said.



What drives creditability of a device? Kline’s research found that nearly 83% of those surveyed indicate that the most important factors are clinical trials, a brand’s reputation and Food and Drug Administration approval.



According to research, the greatest incentive to try an at-home device is by receiving it as a gift — that means huge opportunities for positioning at-home devices with increased marketing efforts during prime gift-giving holidays.