Kline: At-Home Beauty Devices Maintain Double-Digit Growth

Kline & Co. research suggests that the boom in at-home beauty care devices will continue to echo through the next several years. In announcing its latest report on the category, the market research firm stated that the increasing awareness and popularity of multi-functional devices among consumers, growing prominence of the direct sales distribution channel, improved products and an increasing number of alliances between beauty marketers and technology companies to introduce new items will combine to win consumer interest.

Sales in the United States will gain, Kline & Co stated, but European and Asian markets will become more important  to growth as the second have of the current decade progresses. As in the U.S., introductions should help build sales momentum. Last year, the Asian market generated impressive sales advances driven by the stellar growth of China. The entry of Clarisonic during 2013 was a catalyst for that growth, Kline observed. Still, the firm added, an overall strong performance from brands like Silk’n, Galvanic Spa, Clarisonic, and Tria contributed to the overall sales increase.

Lkewise, the introduction of new and technologically advanced at-home beauty devices bolstered the segment’s profile and sales in the U.S. as did the, entry of major marketers, such as Mary Kay, Foreo AB, and Conair, Kline maintained. The direct channel gained based on marketers’ continuous expansion across the online/electronic retailer sector including home shopping channels.

Through 2017, Kline asserted, the at-home beauty care device market will grow at about 11% a year with hair removal products being a main force behind the expected gains.

Some facts about the recent evolution of the U.S. market for a-home beauty care devices Kline identified as relevant to its success include:

  • Increased promotional initiatives, including social media and in-store demonstration, have been boosting segment momentum.
  • U.S. demand generated a 19.4% growth rate in the country during 2012 as retail sales slipped over the $900 million mark.
  • The cleansing devices segment, at 36%, claimed the biggest piece of the market pie through 2012, with hair removal and anti-aging taking significant chunks, and acne and body taking slender bites.
  • L’Oreal’s Clarisonic is the market leader when it comes to at-home beauty devices with PhotoMedex and Tria trailing.
  • The three market leaders controlled 61% of total market sales in 2012.

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