Beauty Devices:
Trends to Watch
April 2015
InCosmetics Europe Marketing Trends
Ramaa Chipalkatti
Senior Analyst
Datamonitor Consumer
Source: Datamonitor Consumer2
About us
Trends driving the beauty devices boom
Functional devices
Diagnostic devices
Summary
Agenda
About Datamonitor Consumer
3 Source: Datamonitor Consumer
Consumer
Insight
Real insight on
real consumers
Innovation
Tracking
Uncover new
trends in products
and packaging
Market
Assessment
Identify new hot spots
in the marketplace
Our primary research covers 40 countries globally
4
United
States
Canada
Mexico
Brazil
South
Africa
AustraliaIndia
Pakistan
Bangladesh
Sri Lanka
Japan
South
KoreaChina
UK
Spain
SwedenRussia
Saudi
Arabia
UAE
Turkey
Poland
Netherlands
Germany
Italy
France
IndonesiaSingapore
Malaysia
New
Zealand
Philippines
Thailand
Vietnam
Argentina
Chile
Colombia
Angola
Nigeria
Ghana
MoroccoEgypt
Source: Datamonitor Consumer
The world is getting smarter
5
Toothbrush. Toothbrush
+ Sensitivity Relief Pen
Toothbrush
+ Timer
+ Pressure Sensor
“Bluetoothbrush”
Source: Datamonitor Consumer
Technology is boosting efficacy and functionality
6
WaxVac Gentle And
Effective Ear
Cleaner
Uses a mild air suction
to draw out dirt
particles and moisture
out of the ear canal
quickly and safely
ClickStick Smart
Electric Deodorant
Dosage control system
dispenses exact
quantity based on
activity levels and
sends reminders if
user has forgotten to
put on deodorant
Source: Datamonitor Consumer
Devices cater to today’s demanding consumer needs
Source: Datamonitor Consumer Survey 20137
Time-saving Value for moneyInstant
gratification
Enjoyable
experience
of women globally say
that minimizing the
amount of money spent
on a health and beauty
regime is important.
Just 17% say it is not
important
of women globally say
that results being
achieved quickly is
highly influential in
improving their opinion
of a health and beauty
product
of women globally
say that feeling nice
(e.g. on their skin,
hair) is highly
influential in
improving their
opinion of a health
and beauty product
71% 50% 59% 65%
of women globally
say that being easy to
apply or use is highly
influential in
improving their
opinion of a health
and beauty product
Beauty devices combine best of both worlds
9
Beauty Devices
Cocooning
Efficient
&
Effective
Right-
For-me
Smart
Living
Bargain
Hunting
Experience
Economy
Vitality
&
Balance
Source: Datamonitor Consumer
Efficacy improvements and personalization are key
growth drivers of the ongoing beauty device boom
11
DiagnosticFunctional
Source: Datamonitor Consumer
Functional devices target the results-driven consumer
12
DiagnosticFunctional
Source: Datamonitor Consumer
Today’s women do many beauty treatments at home
Source: Datamonitor Consumer Survey Q4 201413
31%
36%
56%
37%
51%
21%
69%
64%
44%
63%
49%
79%
Facials
Hand and nailtreatments
Body treatments
Skin lightening ortanning
Hair treatments
Hair removal
Europe
North America
AsiaPac
31%
36%
56%
37%
51%
21%
69%
64%
44%
63%
49%
79%
At a spa or salon At home
31%
36%
56%
37%
51%
21%
69%
64%
44%
63%
49%
79%
2 in 3 women use (or will use) beauty devices at home!
Source: Datamonitor Consumer Survey Q4 201414
Currently use electrical
or battery-powered
beauty devices
Will consider using in
the future
25%
25%
33%
23%
35%
44%
Facials
Hand and nailtreatments
Body treatments
Skin lightening ortanning
Hair treatments
Hair removal
36%
33%
36%
38%
22%
26%
Usage & interest in beauty devices varies by region
Source: Datamonitor Consumer Survey Q4 201415
56%
60%
66%
56%
55%
76%
Facials
Hand and nailtreatments
Body treatments
Skin lightening ortanning
Hair treatments
Hair removal
Europe
North America
AsiaPac
56%
47%
59%
51%
42%
62%
66%
60%
70%
66%
61%
66%
Typical spa treatments are being adapted for home use
Source: Datamonitor Consumer Product Launch Analytics16
Tria Beauty Age
Defying Laser
Scholl Velvet
Smooth
Express Pedi
“Clinical”
laser therapy
Salon-style
pedicureSpa-shower
Skinjay
shower
capsule
system
“Multi-benefit” and “long-lasting” claims enhance value
Source: Datamonitor Consumer research17
Hair removal +
skincare and
beauty treatments
IPL and laser
technology for
permanent hair
reduction over time
Radiance “No! No!”
Thermicon Hair Removal set
Uses patented Pulsed Thermicon
technology for hair removal
+ includes a Red Light Therapy beauty
tool and a hair reduction cream
Philips Lumea Precision Plus
IPL Hair Removal System
Uses advanced Intense Pulsed Light
(IPL) technology for home use
Claims “over 70% reduction in hair
re-growth in just 8 weeks”
Functional beauty devices for the face remain popular
18
Cure
Maintenance
Enhancement
Source: Datamonitor Consumer
Functional beauty devices: Examples we like
19
Trophy Skin RejuvadermMD
microdermabrasion device
Diamond tip ensures users
have affordable and
convenient access to the kind
of results typically derived
from a doctor’s office or spa
ReVive Light Therapy
handheld devices
Interchangable LED light
treatment heads for
wrinkle reversal, anti-
acne and pain relief
Cure
Maintenance
Enhancement
Tanda Luxe skin
rejuvenation device
Non UV red light
technology to
optimize collagen
using sonic vibration
and warming
technology
Source: Datamonitor Consumer research
Functional beauty devices: Examples we like
20
Clinique Sonic System
Purifying Cleansing brush
2 bristle types for targeted, sonic
cleansing in hard-to-reach areas
Designed for daily use
Cure
Maintenance
Enhancement
Philips VisaPure Essential
facial cleansing brush
Claims to be 10x more effective
than manual cleansing
Can be used twice a day
Source: Datamonitor Consumer research
Functional beauty devices: Examples we like
21
Airbase home use airbrush
make-up system
“Enjoy that flawless airbrush
look everyday, not just for
special occasions and not
just for the experts”
Cure
Maintenance
Enhancement
Claims to improve facial
contour and tone, besides
reducing fine lines and
wrinkles
NuFace handheld
facial toning device
Source: Datamonitor Consumer research
Opportunity: Seek inspiration from everyday lifestyles
Source: Datamonitor Consumer research, Telegraph UK May 201422
"There are over 650 muscles in the human body with roughly 50
concentrated in the face, it takes approximately 43 to
frown, 17 to smile, but without proper stimulation, face muscles are prone to
sagging"
Inge Theronfounder of The Face Gym
Face Gym: Workout for the faceWarm-up → Cardio → Strength → Cool-down
Beauty device innovation beyond the face is emerging
23
Theradome Laser
Helmet LH80
“Advanced laser
therapy - clinical
strength in the comfort
and privacy of your own
home”
Haircare
Nailcare
MICRO Nail
“An electric nail polisher
that effortlessly buffs,
smooths and shines nails
in seconds so you can
have great natural looking
shiny nails every day.”
Source: Datamonitor Consumer research
Opportunity: Up-scale tools to devices
24
Dr. Jart BB Blemish Base
Set
Electronic
cleansersAlphabet systemsLight therapy
face masks
La Lumiere illuMaskOlay Fresh Effect Powered
Contour Cleansing System
Source: Datamonitor Consumer Product Launch Analytics
Personalization highly influences product choice
27
12%
6%
11%
13%
21%
31%
32%
42%
50%
None of the above
Matches religiousbeliefs
Matches socialactivities
Matches exerciseroutine
Advertised forethinicity
Suits local climate
Suitable for allergiesand skin conditions
Advertised for agegroup
Advertised for skin orhair type
“What aspect of a beauty product
makes you feel like it is tailored
to your needs?”43%of women globally say that they
have a more favorable
perception of personalized
information / claims
Source: Datamonitor Consumer Survey 2014, Q4 2014
Instant and real-time diagnostics
28
Measuring hair
damage“Try before you buy”
Dove Advanced Diagnostic
Instrument
L’Oreal Paris Make-Up
Genius
Source: Datamonitor Consumer research
Opportunity: Leverage mobile apps to pre-empt choice
Source: Datamonitor Consumer research29
JUNE UV
Monitoring Bracelet
Tracks real-time sun
exposure
“Beautiful Me”
mobile app
Skin analysis using
Facebook photos
Product
recommendations
based on skin
profile
GENEU
In-store test to assess
individual consumers’
DNA profile to tailor
products (also takes
lifestyle factors into
consideration)
OKU iPhone
connected
skincare device
Scans skin to offer real-
time personalised
skincare advice via app
Recap and key take-outs
30
Devices align with consumer needs relating to time-saving, value for money, instant
results and a pleasurable experience. Efficacy improvements and personalization
are key growth drivers of the ongoing beauty device boom – leading to functional
and diagnostic beauty devices
Emerging trend to do beauty treatments at home. At-home electrical / battery
powered beauty devices are currently being used (or will be used) by 2 in 3 women
globally!
Functional devices target results-driven and value-minded consumers. Spa-style
products and claims such as ‘multifunctional’ and ‘long-lasting’ boost product value.
Functional beauty devices for the face are popular – innovation themes include cure,
maintenance and appearance enhancement. Functional beauty device innovation
beyond the face is emerging
Diagnostic devices facilitate product choice. Personalization is viewed favorably by
consumers – diagnostic devices and mobile apps can help with the “perfect” choice
of product
Source: Datamonitor Consumer
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