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DIY products boast professional results


The do-it-yourself beauty trend continues to blossom as the at-home beauty devices market enjoyed robust double-digit growth globally during 2012, according research by Kline & Co.

According to Kline's "Beauty Devices: Global Market Analysis and Opportunities" report, the at-home beauty devices market grew nearly 22% in 2012, with underdeveloped markets and skin care needs, such as anti-aging and cellulite/body toning, yet to be fully addressed. In light of this, Kline stated that the market's potential is still being realized.

There's no doubt that beauty devices are reshaping consumer behavior and the skin care market, in general, as cost-conscious shoppers justify the higher price points of such devices by factoring in the money saved on costly skin care products and treatments in the spa or dermatologist office. Convenience and the immediate results they can deliver are additional factors helping to fuel the trend.

"Technology has democratized beauty outcomes, which were previously unaffordable and explains why 70% of women would like to own a new beauty device," stated Diagonal Reports, which recently published its global analysis of the 2013 beauty device market.

Manufacturers continue to leverage the latest technologies to develop new products that promise even greater professional-quality results in an at-home device.

Clarisonic, which is now owned by L'Oréal, recently introduced its Deep Pore Detoxifying Solution. It combines Clarisonic's two-step solution with its Deep Pore Brush Head and sonic technology to optimize the cleansing of pores. The collection includes the Clarisonic Mia 2 Sonic Skin Cleansing Brush with the Deep Pore Brush Head, Deep Pore Daily Cleanser and Detoxifying Clay Mask, all for $169.

Tria Beauty, a maker of light-based skin care products, has not only inked deals with both Ulta Beauty and Sephora but, more recently, announced the closing of $45.5 million in new equity financing and a new structured debt facility. These funds will be used to launch multiple new laser devices for skin care, including the company's first device in anti-aging.

VB Beauty, a U.S.-based cosmetic company, unveiled at Cosmoprof North America in July in Las Vegas its new Pulsaderm, which incorporates a proprietary pulsation brush head movement that delivers micro-pulses to the skin. Now priced at $89, Pulsaderm offers users three brush speeds, and is designed to cleanse those "hard to reach" contours around the nose, eyes and mouth without splashing.

Then there's no!no! Hair. In February, PhotoMedex announced the expansion of in-store availability of its flagship product, no!no! Hair, which is now available at about 950 Bed Bath & Beyond stores nationwide. The no!no! Hair removal system is priced at $249.99 at Bed Bath & Beyond.

Meanwhile Sephora recently expanded its partnership with Home Skinovations' Silk'n brand and is now carrying the Silk'n Flash&Go Freedom hair removal device in 40 Sephora retail locations, with plans to expand into additional locations this year. The device is priced at $299.

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