Market for at-home skin care devices set to ‘boom’

By Simon Pitman

- Last updated on GMT

Related tags Skin care At-home skin care Skin

Power-operated devices aimed at enhancing the skin’s appearance are set for exceptional growth rates in the United States market, according to a new report from Kline Group.

The market researcher says that this emerging category, valued at $1bn at the retail level in 2011, is set to grow at an industry-leading rate over the course of the next five years.

Kline claims that its report, entitled At-home Skin Care Devices 2011: US, is the first of its kind to look at this relatively new category, which is constantly developing thanks to continued investment to improve the technologies.

In recent years many of the launches have targeted the anti-aging and cleansing, as well as problem skin conditions such as psoriasis.

At-home devices developed from technologies used in salons

Many of the new launches on the market have featured technology that was originally developed for use in salons by skin care professionals, invariably to give consumers smaller more manageable devices that can be easily used in the home.

“We knew this market was really taking off, but we were shocked by its sheer size,“​ said Karen Doskow, industry manager for consumer products at Kline.

“Clearly, these devices are finding a very receptive and growing audience of savvy consumers looking to save time and money by avoiding regular trips to the doctor for those in-office procedures that were once commonplace in more robust economic times.”

Kline underlines the fact that economic difficulties in the US are leading many consumers to steer away from expensive salon beauty treatments, in favor of carrying them out for themselves in the comfort of their own homes for a fraction of the price.

Tapping into trend for at-home treatments

Likewise, it also taps into the trend whereby increasing numbers of workers are working from home, which in turn is encouraging them to choose stay-at-home salon beauty treatments, rather than making a specific trip to the salon.

Currently the biggest retail channel for the devices is direct sales, including home shopping and e-commerce, which currently accounts for approximately 60 percent of all sales for the category.

With respect to specific types of devices, Kline’s research finds that sonic cleansing products are leading the way, with the market leader in this category being US company Clarisonic.

Sales of anti-aging devices show extraordinary growth

However, sales of anti-aging devices are estimated to have grown by 50 percent this year alone, tapping into consumer demand to reduce signs of wrinkling, fine lines and age spots.

Doskow also points out that, in view of the fact that consumers number one skin care concern for topical skin care products is anti-aging, this points to a good opportunity for manufacturers of topical products and devices to pair their products and market them to consumers as a combined treatment to meet consumer needs.

The report, which incorporates 19 key brand profiles, also highlights key opportunities for manufacturers to develop mass market products that target price-sensitive consumers, a fact that is highlighted by cleansing devices that target the teen market.

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