Monday, August 22, 2016Market

The beautiful health of at-home beauty devices market

© L'Observatoire des Cosmétiques

At-home beauty devices are no longer found primarily on the bathroom shelves of beauty aficionados. According to the research firm Kline, with global sales growth of over 10% in 2015, the at-home beauty devices market remains among the fastest growing segments within the beauty industry, attracting a diverse, global audience looking for fast and long-lasting results when it comes to the three leading skin care concerns: cleansing, aging, and hair removal.

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The market benefits from consumers’ increased education and knowledge of products, the rise in the number of marketers, new products at varying price points, increasing distribution, especially across the direct sales channel, and the continued success of limited edition products.

In 2016, several well-established players introduce new products that fill a gap in the market. One of the most exciting is Foreo’s launch of its Luna Play because of its affordability. The Luna Play is available for $39.00 in the United States and is reminiscent of the Ilumask because of its low price point, as well as its disposability, capping a consumer’s use of the device at 100 cleanses. Kline’s analysis is that Foreo’s Luna Play will be a game changer for consumers reluctant to pay big bucks for a cleansing device. In addition to Luna Play, Foreo capitalizes on the success of its 2015 Save the Sea Luna Mini by launching a Save the Sea Luna Mini 2. However, Foreo is not the only brand to capitalize on limited edition products. Clarisonic, the leading cleansing device marketer, teams up with skin care brand Mario Badescu for a limited edition kit in 2016, which includes a Mia 2 and a …

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