Consumers desire instant results

American consumers love instant results. That fact is propelling sales of beauty devices — hair straighteners, power cleansers, blue- and red-light devices for acne or wrinkles, microderm tools, hair removers and hair growth stimulators. These items tend to provide immediate improvements.

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NPD’s Karen Grant, global beauty industry analyst, said at-home skin care devices are “carving out a place within the beauty industry.”



Estimates are that the devices market is expanding at an 8% to 10% clip. One obstacle in the past has been the price of the items, with some feeling they were an expensive luxury. But as more mass market versions infiltrate the market, prices are coming down.



For example, a few alternatives to the Clarisonic brand of devices — which retail around $150 — are popping up at retail. Conair’s Power Facial Cleanser retails for under $20. And many retailers are turning real attention to the Conair True Glow Sonic Skincare Solution, which costs less than $60.



Instrumental Beauty is a new collection of tools from Lornamead. “It is primarily a line of facial cleansing devices, starting with a small rotary brush up to a sonic cleansing brush that give consumers, who are looking for technology to keep their skin beautiful, a cost-effective way to use beauty tools,” Randy Sloan, Lornamead’s president, said.



Lornamead leveraged technology and sourcing capability from its parent company Li & Fung to launch the new line. Social media helped elicit interest for the collection, including the vlogger and blogger communities. “They have even more impact than celebrities, in many cases because they are perceived as real people,” Sloan explained. “It is like your friend telling you to use something.” Vlogger campaigns for the beauty tools drove measurable sales both online and in store, he said.



Facial devices are estimated to be approaching $200 million, and body devices about $10 million, according to industry market research. NPD’s Grant said device sales growth is outstripping traditional skin care increases.



There are many new appliances in the pipeline. Foreo is a luxury brand pumping big money into building enhanced devices, which undoubtedly will filter down to mass market mimics. Retailers also noted that online they can stretch the boundaries of their offers. Walgreens, for instance, offers the Baby Quasar device from Pure Rayz on its website for $249.



While hair appliance sales were generally flat, a few appliance exceptions were Conair’s Infiniti Pro-Hair products, which expanded almost 12%, and Remington T Studio Silk collection, with a more than 100% boost in dollar sales for the 52 weeks ended May 15, according to IRI.



Retailers also singled out continued interest in men’s products, especially beard trimmers. Men’s power cleansers are now available in the prestige market and could be on the radar in mass, buyers said.



One challenge has been where and how to merchandise the gadgets. For some, the decision has been made to cull space from slower-moving and over-extended skin care areas. To highlight the benefits, several retailers have created “play” displays so people can actually touch the products.