New consumer research has found that people using skin care devices are happy with the outcome but awareness is low, offering a great marketing opportunity for companies in this space.
The research, carried out by Kline, finds that seven out of ten people surveyed that own devices are either ‘satisfied’ or ‘very satisfied’.
However the response, ‘didn't know about them’ is the second most commonly given reason from those who have not yet tried an at-home beauty device.
"Our research shows that women who use skin care devices have a high level of satisfaction. However, the penetration rates of these high-tech gadgets are low across most regions due to lack of awareness about them, indicating significant opportunity for marketers to attract new consumers," notes Karen Doskow, Director of Consumer Products at Kline.
With China the only shining light when it comes to usage, and Japan and the UK not faring well particularly for cleansing devices, it appears the key challenge is to improve knowledge of these products and to introduce and educate consumers to the merits of devices.
"Building greater awareness of device benefits and growing consumer confidence in the efficacy and value of devices is essential for market growth," suggests Doskow.
"Leveraging the satisfied customers and getting them to talk about devices within their social circles could be a key factor for success," she continues.
Globally, Kline’s report says that the at-home beauty devices market grows by nearly 20% in 2013.
While the US continues to grow at a moderate pace, the focus is shifting to Asian markets geared up by increasing competition from the global brands, such as Clarisonic, Silk'n, TRIA, and Galvanic Spa.
Clarisonic is the clear-cut market leader globally; moreover, it is the only brand to have usage by 50% or more of cleansing device users in all countries examined.
The Asian market and China are clearly the biggest markets for these products, and strong offerings from some of the big market players is placing more pressure on regional and local players with their dominant product portfolios and strong marketing activities.