Skincare device market is primed for growth
Retailers might want to consider adding more skincare devices, specifically cleansing brushes, to their store brand lineup. According to the March “Beauty Devices — US” report from global market researcher Mintel, the skincare device market is primed for growth, as women are motivated to purchase products that offer convenience and promise professional results. Deep cleansing continues to be a prominent feature of the category, with U.S. women most likely to associate cleansing (44 percent) and exfoliating (55 percent) benefits with skincare devices, as opposed to topical skincare products. Sonic cleansing brushes generate the highest usage among listed devices in the United States, at 20 percent. Usage is likely driven by a more prominent presence in the marketplace when compared to other devices.
According to Mintel, users of skincare devices tend to skew young due to several factors, including skin needs (i.e., oily, more acne prone skin) and a general tendency to be more engaged in the beauty category. Cleansing brushes are most popular among U.S. women age 18-24. But skincare devices do have a broader audience among women who are interested in trying out new products, which suggests that the device market has room to grow. Women aged 18-54 reported similar levels of interest for most devices, though interest does skew significantly younger for skin massagers and airbrush makeup applicators.
And skincare device users tend to report higher household incomes, Mintel reports. Consumers in the $75K+ group report above average usage of skincare devices. However, across the board, female consumers agree that price remains a significant barrier when it comes to purchasing a skincare device. While innovation continues around lower-priced devices, many devices are still priced higher than the optimal price range for women (around $50). Therefore, lower-priced store brand devices could present a real opportunity for retailers that already play in the skincare space.
When it comes to incentives for purchase, consumers report that trying a product out and liking the results (36 percent) and being impressed with a product's results on someone they know (30 percent) were the top motivators. And regardless of product type, skincare device shoppers are most likely to cite mass merchandisers as their top destination for beauty devices (55 percent) because of the accessibility, affordability and convenience associated with such stores, Mintel adds.