Hydration Tops List of Most-wanted Beauty Device Benefits Worldwide

e.l.f. Beauty’s new silicone cleansing device
e.l.f. Beauty’s new silicone cleansing device

Consumers around the world still have a strong appetite for devices that will help perfect the health and appearance of their skin. According to the Beauty Devices: Global Consumer Insights report, consumer research we conducted in global six markets with 1,300 women, we found that products that can help improve skin hydration are highly desired. Moreover, device users are surprisingly young, and the median age of beauty device users varies from country to country. In the United States, 24-34 years old represents the median age of device users whereas users in Japan, Germany, and Europe skew slightly older.

South Korea and China are hotbeds of opportunity, where the inception of many of these products occurs. Device sales growth in these markets range from 10-15% each, well above the global average of 5%.

We asked our beauty device experts, Karen Doskow and Kelly Alexandre, what were some of the key findings from the recently published Beauty Devices: Global Market Analysis and Opportunities research that was conducted earlier this year:

  • Marketers are answering consumers’ demand for more attainable price points. This is evident in this month’s launch of e.l.f. Beauty’s new silicone cleansing device priced at $20.00, which competes directly with Foreo’s Luna Play device at $39.00 retail. Let’s also call out Neutrogena’s Light Therapy Mask at an appealing $39.99 price.
  • Sales for anti-aging devices are up 10% globally. China achieved the highest growth in the segment, followed by Europe. There seems to be more elasticity with products aimed towards aging and hair regrowth concerns as compared to cleansing devices.
  • Instant gratification and immediate results are what consumers look for in their beauty products as they are more inclined to use breakthrough technology that offers immediate treatment for a specific skin concern.
  • All-star performers from a growth standpoint were: Foreo (United States), Remington (Europe), Ya-Man (China), Envely (South Korea), and VisaPure (Japan).
  • South Korea is a hotbed for innovations, especially when it comes to anti-aging devices. The market is mostly driven by wearable LED masks from local marketers, such as Milux, Park So-hoo, and AMC. Price points for these products range from $150.00 to upwards of $1,000.00 each.
  • Direct sales drive the devices market, accounting for over one-half of total global sales. Television home shopping performs well globally. In 2016, blockbuster sales growth is recorded for multinational brands in Asia for NuFace. Contributing factors include a successful partnership with the home shopping networks GS Shop and Hyundai.

What’s next? More silicone cleaning products in new formats, pore perfecting and blackhead extraction devices, and devices that have a hydration component as an added benefit. We will keep an eye on these in the next edition of Beauty Devices: Global Market Analysis and Opportunities report, which will continue to monitor changes and developments in this vibrant market segment. This new edition will also explore opportunities to integrate personalization into the beauty devices market and details on connected beauty—what is it, which brands are using it, and what value does it bring?