Creating buzz to tap new consumers

The DIY beauty trend continues to show momentum, and according to industry sources, the at-home beauty devices segment is “pulsing with potential” as awareness among consumers continues to grow and new products hit the market.

(For the full report, including charts, click here.)



According to Kline Group, the market was just more than $1 billion at the retail sales level in 2013 — fueled by both new product launches from existing marketers and new players — with strong growth predicted for 2014.



Kline’s newest consumer research — which queries women from China, France, Germany, Japan, the United Kingdom and the United States — revealed that nearly 70% of respondents are either “satisfied” or “very satisfied” with such devices. However, awareness remains relatively low. That spells opportunity.



“Our research shows that women who use skin care devices have a high level of satisfaction. However, the penetration rates of these high-tech gadgets are low across most regions due to lack of awareness about them, indicating significant opportunity for marketers to attract new consumers,” said Karen Doskow, director of consumer products at Kline.



A key challenge for marketers of at-home skin care devices is to not only introduce, but to also educate consumers on the benefits and merits of at-home devices.



“Building greater awareness of device benefits and growing consumer confidence in the efficacy and value of devices is essential for market growth,” Doskow said. “Leveraging the satisfied customers and getting them to talk about devices within their social circles could be a key factor for success.”