Do-It-Yourself! At-home beauty trend takes off

There is a big opportunity for beauty devices
There is a big opportunity for beauty devices

Related tags At-home beauty devices Marketing

Convenience and economic rationalism are motivating consumers to bring home the beauty experience and this has seen the at-home trend go from strength to strength throughout 2013.

It is a trend that has not gone unnoticed by industry experts, who are speaking at the HBA Global Expo about how consumers are tackling tasks in the home rather than paying for services; increasingly shaping consumer markets.

Market researcher Kline, product development expert Sagentia, and third party advisor mySkin will discuss the market opportunities and the enabling technologies behind the growing do-it-yourself (DIY) beauty consumer.

Beauty devices

"It's a large and growing phenomenon, with at-home beauty devices offering multiple benefits a notable driving force,”​ says Karen Doskow, Industry Manager, Consumer Products, at Kline.

“Presently, there are few truly multi-functional devices on the market, but as is already the case in Asian markets, these will become the norm rather than the exception."

Doskow kicks off the session with an in-depth look into at-home beauty devices, analyzing market size and trends and focusing on how skin care needs that have been traditionally met through visits to a doctor's office or spa are now being performed at home.

Next up, Dr Peter Luebcke, Senior Technology Consultant, Consumer Products, at Sagentia, highlights the potential for innovation in therapeutic beauty devices, with a focus on anti-aging devices.

"There is a new device opportunity in the cosmetics and beauty industry that meets home-use and FDA regulated standards, but also creates a product with perceptible benefits for the consumer,"​ says Luebcke.

"Through innovative approaches and a number of technological modalities, at-home devices can deliver greater efficacy and personalization for the everyday consumer."

DIY diagnosis

Rahul Mehendale, CEO, mySkin, will then focus on how home-based DIY diagnosis can be further augmented by social proof, which identifies the best, personalized treatment options for consumers.

"The power to measure skin in the hands of the DIY consumer is going to dramatically change the marketing messages of brands,"​ says Mehendale.

"Not only will it further force product efficacy, but more importantly they will join forces with diagnostic device makers to better customize their products to specific consumer needs versus generic tastes."

Related topics Market Trends

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