Convenience and professional results are driving growth in the skin care device market, according to a new analysis from Mintel. Leading products include sonic cleansing brushes, which appeal to women, typically aged 18 to 24, who are seeking exfoliating and cleansing (anti-oil, anti-acne) results not satisfied by topical skin care products.
"There is disparity in the beauty devices market, with sales of skin care devices gaining momentum, while growth in the hair appliance market is stagnant," notes Mintel's senior beauty and personal care analyst, Shannon Romanowski. "The promise of professional results at home is helping to drive sales of skin care devices."
Low prices and innovation are driving growth, but some consumers still find the product price points out of reach. The optimal price point, according to Mintel, is $50. Companies are countering by continuing to add new benefit claims.
"As may be expected, household income is a significant category driver, with those in the $75,000 groups reporting above average usage of skin care devices," Mintel notes.
Women 18 to 54 have uniform interest in skin care devices, but younger women tend to seek airbrush makeup applicators and skin massagers.
Even in popular categories such as cleansing brushes, consumer usage rates are low—13% in this case. Yet interest remains high. As a result, there is significant room for growth.
Mintel adds, "Interestingly, despite very low usage, skin massagers produce the strongest interest among women with 36%."
Wearable technology presents the next wave of innovation and consumer engagement, according to Mintel. The category adds hands-free convenience and expanded benefit claims (wrinkle reduction, hair removal, etc.) that can be driven by readily adopted tech such as apps and smart devices.