Beauty Devices: Trends to Watch devices Trends to watch.pdf · Beauty Devices: Trends to Watch ... trends in products and packaging Market Assessment Identify new hot spots ... Telegraph

Beauty Devices:

Trends to Watch

April 2015

InCosmetics Europe Marketing Trends

Ramaa Chipalkatti

Senior Analyst

Datamonitor Consumer

Source: Datamonitor Consumer2

About us

Trends driving the beauty devices boom

Functional devices

Diagnostic devices

Summary

Agenda

About Datamonitor Consumer

3 Source: Datamonitor Consumer

Consumer

Insight

Real insight on

real consumers

Innovation

Tracking

Uncover new

trends in products

and packaging

Market

Assessment

Identify new hot spots

in the marketplace

Our primary research covers 40 countries globally

4

United

States

Canada

Mexico

Brazil

South

Africa

AustraliaIndia

Pakistan

Bangladesh

Sri Lanka

Japan

South

KoreaChina

UK

Spain

SwedenRussia

Saudi

Arabia

UAE

Turkey

Poland

Netherlands

Germany

Italy

France

IndonesiaSingapore

Malaysia

New

Zealand

Philippines

Thailand

Vietnam

Argentina

Chile

Colombia

Angola

Nigeria

Ghana

MoroccoEgypt

Source: Datamonitor Consumer

The world is getting smarter

5

Toothbrush. Toothbrush

+ Sensitivity Relief Pen

Toothbrush

+ Timer

+ Pressure Sensor

“Bluetoothbrush”


Technology is boosting efficacy and functionality

6

WaxVac Gentle And

Effective Ear

Cleaner

Uses a mild air suction

to draw out dirt

particles and moisture

out of the ear canal

quickly and safely

ClickStick Smart

Electric Deodorant

Dosage control system

dispenses exact

quantity based on

activity levels and

sends reminders if

user has forgotten to

put on deodorant


Devices cater to today’s demanding consumer needs

Source: Datamonitor Consumer Survey 20137

Time-saving Value for moneyInstant

gratification

Enjoyable

experience

of women globally say

that minimizing the

amount of money spent

on a health and beauty

regime is important.

Just 17% say it is not

important

of women globally say

that results being

achieved quickly is

highly influential in

improving their opinion

of a health and beauty

product

of women globally

say that feeling nice

(e.g. on their skin,

hair) is highly

influential in

improving their

opinion of a health

and beauty product

71% 50% 59% 65%

of women globally

say that being easy to

apply or use is highly

influential in

improving their

opinion of a health

and beauty product

TrendSights: 40 sub-trends that are driving innovation


Beauty devices combine best of both worlds

9

Beauty Devices

Cocooning

Efficient

&

Effective

Right-

For-me

Smart

Living

Bargain

Hunting

Experience

Economy

Vitality

&

Balance


TrendSights: 40 sub-trends that are driving innovation


Efficacy improvements and personalization are key

growth drivers of the ongoing beauty device boom

11

DiagnosticFunctional


Functional devices target the results-driven consumer

12



Today’s women do many beauty treatments at home

Source: Datamonitor Consumer Survey Q4 201413

31%

36%

56%

37%

51%

21%

69%

64%

44%

63%

49%

79%

Facials

Hand and nailtreatments

Body treatments

Skin lightening ortanning

Hair treatments

Hair removal

Europe

North America

AsiaPac

31%

36%

56%

37%

51%

21%

69%

64%

44%

63%

49%

79%

At a spa or salon At home

31%

36%

56%

37%

51%

21%

69%

64%

44%

63%

49%

79%

2 in 3 women use (or will use) beauty devices at home!


Currently use electrical

or battery-powered

beauty devices

Will consider using in

the future

25%

25%

33%

23%

35%

44%

Facials


Body treatments


Hair treatments

Hair removal

36%

33%

36%

38%

22%

26%

Usage & interest in beauty devices varies by region


56%

60%

66%

56%

55%

76%

Facials


Body treatments


Hair treatments

Hair removal

Europe

North America

AsiaPac

56%

47%

59%

51%

42%

62%

66%

60%

70%

66%

61%

66%

Typical spa treatments are being adapted for home use

Source: Datamonitor Consumer Product Launch Analytics16

Tria Beauty Age

Defying Laser

Scholl Velvet

Smooth

Express Pedi

“Clinical”

laser therapy

Salon-style

pedicureSpa-shower

Skinjay

shower

capsule

system

“Multi-benefit” and “long-lasting” claims enhance value

Source: Datamonitor Consumer research17

Hair removal +

skincare and

beauty treatments

IPL and laser

technology for

permanent hair

reduction over time

Radiance “No! No!”

Thermicon Hair Removal set

Uses patented Pulsed Thermicon

technology for hair removal

+ includes a Red Light Therapy beauty

tool and a hair reduction cream

Philips Lumea Precision Plus

IPL Hair Removal System

Uses advanced Intense Pulsed Light

(IPL) technology for home use

Claims “over 70% reduction in hair

re-growth in just 8 weeks”

Functional beauty devices for the face remain popular

18

Cure

Maintenance

Enhancement


Functional beauty devices: Examples we like

19

Trophy Skin RejuvadermMD

microdermabrasion device

Diamond tip ensures users

have affordable and

convenient access to the kind

of results typically derived

from a doctor’s office or spa

ReVive Light Therapy

handheld devices

Interchangable LED light

treatment heads for

wrinkle reversal, anti-

acne and pain relief

Cure

Maintenance

Enhancement

Tanda Luxe skin

rejuvenation device

Non UV red light

technology to

optimize collagen

using sonic vibration

and warming

technology

Source: Datamonitor Consumer research


20

Clinique Sonic System

Purifying Cleansing brush

2 bristle types for targeted, sonic

cleansing in hard-to-reach areas

Designed for daily use

Cure

Maintenance

Enhancement

Philips VisaPure Essential

facial cleansing brush

Claims to be 10x more effective

than manual cleansing

Can be used twice a day



21

Airbase home use airbrush

make-up system

“Enjoy that flawless airbrush

look everyday, not just for

special occasions and not

just for the experts”

Cure

Maintenance

Enhancement

Claims to improve facial

contour and tone, besides

reducing fine lines and

wrinkles

NuFace handheld

facial toning device


Opportunity: Seek inspiration from everyday lifestyles

Source: Datamonitor Consumer research, Telegraph UK May 201422

"There are over 650 muscles in the human body with roughly 50

concentrated in the face, it takes approximately 43 to

frown, 17 to smile, but without proper stimulation, face muscles are prone to

sagging"

Inge Theronfounder of The Face Gym

Face Gym: Workout for the faceWarm-up → Cardio → Strength → Cool-down

Beauty device innovation beyond the face is emerging

23

Theradome Laser

Helmet LH80

“Advanced laser

therapy - clinical

strength in the comfort

and privacy of your own

home”

Haircare

Nailcare

MICRO Nail

“An electric nail polisher

that effortlessly buffs,

smooths and shines nails

in seconds so you can

have great natural looking

shiny nails every day.”


Opportunity: Up-scale tools to devices

24

Dr. Jart BB Blemish Base

Set

Electronic

cleansersAlphabet systemsLight therapy

face masks

La Lumiere illuMaskOlay Fresh Effect Powered

Contour Cleansing System

Source: Datamonitor Consumer Product Launch Analytics

Do devices pose a threat to topical beauty products?


Diagnostic devices facilitate product choice

26



Personalization highly influences product choice

27

12%

6%

11%

13%

21%

31%

32%

42%

50%

None of the above

Matches religiousbeliefs

Matches socialactivities

Matches exerciseroutine

Advertised forethinicity

Suits local climate

Suitable for allergiesand skin conditions

Advertised for agegroup

Advertised for skin orhair type

“What aspect of a beauty product

makes you feel like it is tailored

to your needs?”43%of women globally say that they

have a more favorable

perception of personalized

information / claims

Source: Datamonitor Consumer Survey 2014, Q4 2014

Instant and real-time diagnostics

28

Measuring hair

damage“Try before you buy”

Dove Advanced Diagnostic

Instrument

L’Oreal Paris Make-Up

Genius


Opportunity: Leverage mobile apps to pre-empt choice

Source: Datamonitor Consumer research29

JUNE UV

Monitoring Bracelet

Tracks real-time sun

exposure

“Beautiful Me”

mobile app

Skin analysis using

Facebook photos

Product

recommendations

based on skin

profile

GENEU

In-store test to assess

individual consumers’

DNA profile to tailor

products (also takes

lifestyle factors into

consideration)

OKU iPhone

connected

skincare device

Scans skin to offer real-

time personalised

skincare advice via app

Recap and key take-outs

30

Devices align with consumer needs relating to time-saving, value for money, instant

results and a pleasurable experience. Efficacy improvements and personalization

are key growth drivers of the ongoing beauty device boom – leading to functional

and diagnostic beauty devices

Emerging trend to do beauty treatments at home. At-home electrical / battery

powered beauty devices are currently being used (or will be used) by 2 in 3 women

globally!

Functional devices target results-driven and value-minded consumers. Spa-style

products and claims such as ‘multifunctional’ and ‘long-lasting’ boost product value.

Functional beauty devices for the face are popular – innovation themes include cure,

maintenance and appearance enhancement. Functional beauty device innovation

beyond the face is emerging

Diagnostic devices facilitate product choice. Personalization is viewed favorably by

consumers – diagnostic devices and mobile apps can help with the “perfect” choice

of product


Thank you!

Presenter – Ramaa Chipalkatti

[email protected]

Documents

Beauty Devices: Trends to Watch devices Trends to watch.pdf · Beauty Devices: Trends to Watch ... trends in products and packaging Market Assessment Identify new hot spots ... Telegraph