The Transition from Professional to In-Home Use

Top Trends in Beauty Care

All findings are based on Signals original data and research unless otherwise noted

The developing trend toward personal home-use treatment is being boosted by the miniaturization of devices -and improvements in technology which ensures safety.

These small, sleek, devices are more convenient and affordable, and often provide benefits for consumers that aren’t available in commercial settings.

Patents andPersonalized Beauty

The global patent landscape indicates the growing shift from professional beauty device innovation to a focus on personalized devices.

While many of the health and beauty patents originate in the US, home-use innovation is more dominant in

countries such as China, Japan and Korea.

ChinaKorea

Japan

For smaller players, innovative personalized beauty devices is already a focus. Bigger players, such as

L’Oreal, are quickly realizing the need for innovation.

Bigger players are shifting patent filings to nearly 70% home-use devices.

70

Personal Beauty Devices Explode on the Global Market

*Data Source: Kline Consulting

The market for electronic home-use health and beauty devices has steadily grown in Asia, increasing 29% in 2014 alone*, and spread across the globe.

29

In fact, economic and social changes in the Asia Pacific region have resulted in China, Thailand, Taiwan and Korea have the fastest growing personalized beauty markets*.

*Data Source: Kline Consulting

Radio frequency and sonic brushes that clean pores and reduce breakouts

Light therapies to treat skin diseases such as acne or psoriasis

Laser and LED masks and devices to treat wrinkles and other cosmetic concerns

Laser and LED devices for skin tightening and hair removal

Here are some of the most popular home-use beauty technologies, which often treat conditions at the skin surface:

Looking to the Future

Although small health and beauty companies currently offer the widest variety of home-use devices, big players are starting to expand their offerings.

China will continue to dominate the market

Prices will decrease as competition increases

Mass production capabilities will increase margins

Consumers will feel more comfortable with the solutions being offered

Which trends should you keep an eye out for in the coming years?

In addition, services that will see the greatest transition from professional to home use will be wrinkle, acne and hair removal treatments.

Despite the growing appeal of personal devices, a number of legitimate issues exist that manufacturers and advertisers should pay attention to.

What are the top 2 consumer concerns regarding personal beauty devices?

1 2Whether the devices match product claims made by the manufacturer

Potential side effects that may result from their usage

The Global Beauty Devices Market report projected that in 2014, the beauty device market had a global value of $19.7 billion, and will develop at a compound annual growth rate of 18.9%.

18.919.7b

$

*Data Source: P&S Market Research

global value

annual growth rate

3 Key drivers leading to this growth include:

Growing geriatric population

Rise in prevalence of skin diseases

1

2

3 Increase in disposable income for most consumers

What can companies do to succeed in the competitive marketplace?

Companies must focus on making products that are effective, cost-efficient and have messaging that focuses on safety, trustworthiness and price

Traditional technology scouting can’t keep up with the rapid pace of beauty device innovation, making it impossible for companies to stay ahead of competitors.

The most effective way to gain a competitive edge is to use a product intelligence platform, such as Signals Playbook™, to analyze thousands of data sources in a short period of time.

www.signalsgroup.com

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