Kline: Beauty Tools Have Unmet Potential

Despite nearly 22% global growth in 2012, according to Kline & Co., the beauty tools market remains wide open. With underdeveloped markets and skin care needs such as anti-aging and cellulite/body toning not yet comprehensively addressed, the market’s potential hasn’t yet been realized, according to the market research firm’s Beauty Devices: Global Market Analysis and Opportunities report.

Consumer awareness, regulatory requirements, purchase channels and device availability all have slowed the pace of growth for at-home beauty care devices, the market research firm reported. A wealth of unrealized potential awaits marketers of at-home beauty devices. However, Kline added, expansion of sales channels and distribution networks should positively impact market growth in the future. Today, mass market outlets generate more than 50% of sales in Europe and 45% in Japan, the market research firm asserted, adding that Japanese distribution includes home appliance stores and chain electronics stores, such as Yamada Denki, Biccamera, Eden and Tokyu Hands. In the United States, however, direct sales is the leading channel of distribution, representing nearly 50% of total sales.

Beauty devices aimed at the do-it-yourself market are gaining greater acceptance, Kline maintained, but their application potential appears to be under-marketed.

“Kline’s research is finding less optimal satisfaction with anti-aging and cellulite-reducing/toning products, and herein lies a lucrative opportunity for beauty devices specifically targeting these particular skin care conditions,” Ewa Grigar, senior analyst within Kline’s consumer products practice, stated. “Similarly, the possibilities afforded by devices treating eczema, actinic keratosis or seborrheic dermatitis, illustrate how broad the at-home skin care device market can be. Effectively, the consumer is switched on and there’s a whole body of potential.”