Beauty Devices: Trends to Watch Ramaa Chipalkatti Senior Analyst Datamonitor Consumer
InCosmetics Europe Marketing Trends April 2015 Agenda
About us
Trends driving the beauty devices boom
Functional devices
Diagnostic devices
Summary
2 Source: Datamonitor Consumer About Datamonitor Consumer
Consumer Innovation Market Insight Tracking Assessment
Real insight on Uncover new Identify new hot spots real consumers trends in products in the marketplace and packaging
3 Source: Datamonitor Consumer Our primary research covers 40 countries globally
Sweden Russia Netherlands Poland Canada UK Germany
France Turkey South China Korea United Spain States Italy UAE Japan Thailand Morocco Mexico Egypt Vietnam Saudi Ghana Arabia Malaysia Philippines Colombia Nigeria Brazil Singapore Indonesia India Pakistan Australia Angola Bangladesh Chile Sri Lanka South Argentina Africa New Zealand
4 Source: Datamonitor Consumer The world is getting smarter
Toothbrush. Toothbrush Toothbrush “Bluetoothbrush” + Sensitivity Relief Pen + Timer + Pressure Sensor
5 Source: Datamonitor Consumer Technology is boosting efficacy and functionality
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
6 Source: Datamonitor Consumer Devices cater to today’s demanding consumer needs
Instant Enjoyable Time-saving Value for money gratification experience
71% 50% 59% 65%
of women globally of women globally say of women globally say of women globally say that being easy to that minimizing the that results being say that feeling nice apply or use is highly amount of money spent achieved quickly is (e.g. on their skin, influential in on a health and beauty highly influential in hair) is highly improving their regime is important. improving their opinion influential in opinion of a health Just 17% say it is not of a health and beauty improving their and beauty product important product opinion of a health
7 Source: Datamonitor Consumer Survey 2013 and beauty product TrendSights: 40 sub-trends that are driving innovation
8 Source: Datamonitor Consumer Beauty devices combine best of both worlds
Beauty Devices
Efficient Vitality Right- Smart Bargain Experience Cocooning & & For-me Living Hunting Economy Effective Balance
9 Source: Datamonitor Consumer TrendSights: 40 sub-trends that are driving innovation
10 Source: Datamonitor Consumer Efficacy improvements and personalization are key growth drivers of the ongoing beauty device boom
Functional Diagnostic
11 Source: Datamonitor Consumer Functional devices target the results-driven consumer
Functional Diagnostic
12 Source: Datamonitor Consumer Today’s women do many beauty treatments at home
North America Europe AsiaPac
Hair removal 21% 79% 21% 79% 21% 79%
Hair treatments 51% 49% 51% 49% 51% 49%
Skin lightening or tanning 37% 63% 37% 63% 37% 63%
Body treatments 56% 44% 56% 44% 56% 44%
Hand and nail treatments 36% 64% 36% 64% 36% 64%
Facials 31% 69% 31% 69% 31% 69%
At a spa or salon At home
13 Source: Datamonitor Consumer Survey Q4 2014 2 in 3 women use (or will use) beauty devices at home!
Currently use electrical Will consider using in or battery-powered the future beauty devices
Hair removal 44% 26%
Hair treatments 35% 22%
Skin lightening or 23% 38% tanning
Body treatments 33% 36%
Hand and nail 25% 33% treatments
Facials 25% 36%
14 Source: Datamonitor Consumer Survey Q4 2014 Usage & interest in beauty devices varies by region
North America Europe AsiaPac
Hair removal 76% 62% 66%
Hair treatments 55% 42% 61%
Skin lightening or tanning 56% 51% 66%
Body treatments 66% 59% 70%
Hand and nail treatments 60% 47% 60%
Facials 56% 56% 66%
15 Source: Datamonitor Consumer Survey Q4 2014 Typical spa treatments are being adapted for home use
“Clinical” Salon-style Spa-shower laser therapy pedicure
Skinjay shower capsule system Tria Beauty Age Defying Laser
Scholl Velvet Smooth Express Pedi
16 Source: Datamonitor Consumer Product Launch Analytics “Multi-benefit” and “long-lasting” claims enhance value
Radiance “No! No!” Thermicon Hair Removal set Hair removal + skincare and Uses patented Pulsed Thermicon beauty treatments technology for hair removal
+ includes a Red Light Therapy beauty tool and a hair reduction cream
Philips Lumea Precision Plus IPL Hair Removal System IPL and laser Uses advanced Intense Pulsed Light technology for (IPL) technology for home use permanent hair reduction over time Claims “over 70% reduction in hair re-growth in just 8 weeks”
17 Source: Datamonitor Consumer research Functional beauty devices for the face remain popular
Cure
Maintenance
Enhancement
18 Source: Datamonitor Consumer Functional beauty devices: Examples we like
Trophy Skin RejuvadermMD Tanda Luxe skin microdermabrasion device rejuvenation device Cure Diamond tip ensures users have affordable and Non UV red light convenient access to the kind technology to of results typically derived optimize collagen from a doctor’s office or spa using sonic vibration and warming Maintenance technology
ReVive Light Therapy handheld devices
Enhancement Interchangable LED light treatment heads for wrinkle reversal, anti- acne and pain relief
19 Source: Datamonitor Consumer research Functional beauty devices: Examples we like
Clinique Sonic System Philips VisaPure Essential Purifying Cleansing brush facial cleansing brush Cure 2 bristle types for targeted, sonic Claims to be 10x more effective cleansing in hard-to-reach areas than manual cleansing
Designed for daily use Can be used twice a day Maintenance
Enhancement
20 Source: Datamonitor Consumer research Functional beauty devices: Examples we like
NuFace handheld Cure facial toning device
Claims to improve facial contour and tone, besides reducing fine lines and Maintenance wrinkles
Airbase home use airbrush make-up system Enhancement “Enjoy that flawless airbrush look everyday, not just for special occasions and not just for the experts”
21 Source: Datamonitor Consumer research Opportunity: Seek inspiration from everyday lifestyles
Face Gym: Workout for the face Warm-up → Cardio → Strength → Cool-down
"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 Theron founder of The Face Gym
22 Source: Datamonitor Consumer research, Telegraph UK May 2014 Beauty device innovation beyond the face is emerging
Theradome Laser Helmet LH80
“Advanced laser Haircare therapy - clinical strength in the comfort and privacy of your own home”
MICRO Nail
“An electric nail polisher that effortlessly buffs, Nailcare smooths and shines nails in seconds so you can have great natural looking shiny nails every day.”
23 Source: Datamonitor Consumer research Opportunity: Up-scale tools to devices
Electronic Light therapy Alphabet systems cleansers face masks
Olay Fresh Effect Powered Dr. Jart BB Blemish Base La Lumiere illuMask Contour Cleansing System Set
24 Source: Datamonitor Consumer Product Launch Analytics Do devices pose a threat to topical beauty products?
25 Source: Datamonitor Consumer Diagnostic devices facilitate product choice
Functional Diagnostic
26 Source: Datamonitor Consumer Personalization highly influences product choice
“What aspect of a beauty product of women globally say that they makes you feel like it is tailored have a more favorable to your needs?” 43% perception of personalized information / claims Advertised for skin or hair type 50% Advertised for age group 42% Suitable for allergies and skin conditions 32% Suits local climate 31% Advertised for ethinicity 21% Matches exercise routine 13% Matches social activities 11% Matches religious beliefs 6% None of the above 12%
27 Source: Datamonitor Consumer Survey 2014, Q4 2014 Instant and real-time diagnostics Measuring hair “Try before you buy” damage
Dove Advanced Diagnostic L’Oreal Paris Make-Up Instrument Genius
28 Source: Datamonitor Consumer research Opportunity: Leverage mobile apps to pre-empt choice
JUNE UV “Beautiful Me” Monitoring Bracelet mobile app
Skin analysis using Tracks real-time sun Facebook photos exposure Product recommendations based on skin profile
GENEU OKU iPhone connected In-store test to assess skincare device individual consumers’ DNA profile to tailor products (also takes Scans skin to offer real- lifestyle factors into time personalised consideration) skincare advice via app
29 Source: Datamonitor Consumer research Recap and key take-outs
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
30 Source: Datamonitor Consumer Thank you!
Presenter – Ramaa Chipalkatti [email protected]