Convenience, innovation drive category

The skin care device market is brimming with opportunities as usage remains low but interest is quickly growing. And now new research further supports that claim.

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According to new research from Mintel, women in search of convenience and the promise of professional results are taking a closer look at the skin care device market, which continues to be dominated by cleansing brushes.



The research comes on the heels of a report by Kline and Co., which found that at-home devices continue to heat up, increasingly globally by nearly 14% in 2014.



So, who is using such devices? According to Mintel, they tend to be younger. This is especially true for cleansing brushes, which are most popular among U.S. women ages 18 years to 24 years, due to several factors including skin needs (i.e., oily, more acne prone) and a general tendency to be more engaged in the beauty category. Household income is a significant category driver, with those in the $75,000 and more group reporting above average usage of skin care devices.



It should be noted, however, that skin care devices have a broader audience among women who are interested in trying out new products, suggesting that the device market has room to grow. Women ages 18 years to 54 years reported similar levels of interest for most devices, though interest does skew significantly younger for skin massagers and airbrush makeup applicators, according to Mintel.



Outside of replacement (49%), beauty device users are motivated to purchase new devices by a variety of factors including special offers (28%), reviews (28%) and family/friend recommendations (26%). When asked what the top reasons for purchasing a beauty care device were, 36% of U.S. women referenced trying a product out and liking the results, while 30% were impressed with product results on someone they know.



There’s good news for mass merchandisers. While women are seeking information from a variety of sources, the in-store experience also remains important. And, regardless of product type, skin care device shoppers are most likely to cite mass merchandisers as their top destination for beauty devices (55%) likely due to their accessibility, affordability and convenience. Online retailers are also a popular choice for 35% of beauty product shoppers, while 13% prefer to browse beauty products online and buy in-store, Mintel stated.