Inspired by professional technologies like lasers and the first-ever wearable mask devices, new products help fuel consumer interest and the at-home beauty devices market, which globally increases by nearly 14% in 2014, reveals Kline & Company. The market continues to be remarkably dynamic, nearly doubling in size since first tracked globally in 2014, found the market research firm in its recently released study Beauty Devices: Global Market Analysis and Opportunities.
One of the most unique launches comes from newcomer La Lumière with its illuMask brand of wearable LED light masks. Available in two varieties - Anti-Acne and Anti-Aging - and at an affordable US$29.95 price tag, illuMask caters to the mass market, which has, until now, lacked traction.
Some brands bet on pricier alternatives, introducing new laser products for at-home use. TRIA’s new Age-Defying Laser and the Skin Smoothing Laser by Iluminage Beauty are driving the anti-aging segment’s double-digit growth along with several new introductions from brands, such as RIO and Beurer in Europe. While cleansing is the fastest growing skin care concern in Europe, China, and South Korea, anti-aging devices are adding vitality to the U.S. market.
In Europe, fresh inspiration comes from the professional skin care sector, with Philips, Home Skinovation, and Beurer each launching at-home devices for microdermabrasion, a popular skin treatment in spas and beauty institutes. A new microdermabrasion-type product was also introduced for lips in 2014 by Bliss (Steiner Leisure) with its Fabulips “Pout”-o-matic Spa Powered Lip-Perfecting System.
In Asia, competition between local and foreign brands has likewise intensified. Multinational brands have actively entered the Chinese and South Korean markets, with several achieving significant growth in both countries, such as Refa (MTG), Clarisonic (L’Oréal), and Clinique (Estée Lauder). Meanwhile, local brands in each country have been in flux, with some becoming market leaders within a year’s time and many brands disappearing from the leader board in 2014.
“With price points at two ends of the spectrum from under US$30 to over US$500, new companies jumping on the beauty devices bandwagon, and existing brands expanding their portfolio beyond cleansing and hair removal, this market has evolved into a very competitive place for manufacturers. With a wider range of prices and product choices, it has also become much more accessible to a larger consumer base,” comments Karen Doskow, Director at Kline’s Consumer Products Practice.