Prime, cleanse, smooth and polish—skin care devices are carving out a niche within the beauty industry and are enticing an increasing number of consumers. According to a recent report from The NPD Group, the vast majority of women who own a skin care device are using it frequently and are highly satisfied with the product.


Cleansing and facial massager/toner devices are used at least once a week by more than 70% of consumers who own them, and the frequency use is even higher when it comes to laser/light therapy devices. About 80% of users report that they are extremely or very satisfied, and are equally likely to continue using their device, according to NPD.


Clearly, water and soap are not enough to lure the fickle and educated consumer these days.


“We are living in exciting times with revolutionary advancements in technology, brand partnerships and product development,” said Jane Henderson, global president of beauty and personal care division at Mintel, commenting about recent industry developments. “However, we think the coming years will bring stark contrasts in personal technology that will drive beauty innovation over the next decade. Already, beauty manufacturers are working on new generations of beauty products that will satisfy consumers needs for speed and efficacy.”


Industry reports predict that the US at-home beauty device market to nearly double in the next four years, according to Dr. Robb Akridge, co-founder and president of Clarisonic, Seattle. This demonstrates the increasing number of consumers incorporating skin care and beauty devices into their routine. The latest launch from the Clarisonic brand is the portable Mia Fit device.


“Clarisonic invented sonic cleansing over a decade ago, but there is still huge potential for growth in all areas of the beauty category. Beauty devices will even allow consumers to perform certain treatments we currently only see in the professional channel,” he told Happi. “Consumers want products that provide quick and immediate results, yet simplify their beauty routine … skin care devices that are incredibly effective, yet quick to use, are perfect for most people’s lifestyles.”


Women are also demanding devices that can keep pace with their active lives, agreed Eric Jimenez, co-founder and chief retail executive officer of device brand Color Me, New York, so it’s becoming key to have portability with a smaller lightweight device that won’t weigh her down. He explained, “New technologies are emerging to tackle tasks beyond the basic categories we know best, like cleansing and anti-aging. Emerging categories for beauty devices include complexion application and contouring on the makeup side, and LED lights for anti-pigmentation and other concerns on the skin care side.


“Just like our phones, multifunctionality is key for beauty devices. Shoppers like to see interchangeable attachments and features that allow multiple functions,” Jimenez said.


Color Me, for example, serves as several makeup applicators in one—replacing the liquid foundation brush, the powder brush, the blending/contouring brush and others.


New to Market


Cleansing brushes are still the top in the category, observed Corrie Murphy, vice president, consumer marketing and vice president of beauty merchandising strategy, Panasonic Consumer Electronics Company, Newark, NJ.


“I think now we will start to see differentiating features and technologies paired with cleansing tools,” she told Happi. “With a clear market leader identified in cleansing, it’s critical for new tools to provide unique differentiation points that meet a consumer need and add value that caters to specific skin care needs and interests.”


Panasonic focused on these key elements with the launch of its Micro-Foaming Cleansing Device, which is said to provide gentle but effective facial cleaning.


“While consumers are looking for luxury, they’re looking for value as well, attainable luxury, giving multi-benefit tools a key point of differentiation,” she said. “Tools and systems that offer 3-in-1 attachments, and additional spa quality experiences like warming or cooling. For example: the addition of the warming plate to Panasonic Micro-Foaming Cleansing Device brings something new to cleansing tools, providing a soothing, spa-like, effective way to remove highly pigmented or waxy makeup without harsh scrubbing.” 


Dermstore’s senior merchant Allysa Zych noticed that skin care devices, which retail at a variety of price points, remain popular at her El Segundo, CA-based company.


“At prestige, our customer is happy to pay the higher price point to get the newest and most effective treatment technology. We are seeing higher frequency and larger treatment area/head to speed up the treatment. We ensure all products we sell are FDA-cleared for safety,” she told Happi. “Our parent company, Target Corporation, is working to bring these at-home devices to the consumer at a more affordable price point, without sacrificing efficacy.”


Target.com features DermaLight’s age-defying LED light technology, as well as Silk’N and Spa Sonic tools, Zych noted.


RB is expanding its Amope foot care brand into nail care with a new beauty device. The Amope Pedi Perfect Electronic Nail Care System is said to help women achieve shiny and natural-looking nails effortlessly with just the push of a button. This battery-operated system includes three attachments that file, buff and shine the nails in as few as five minutes. In addition, RB is adding the Amope Pedi Perfect Extra Coarse Electronic Foot File with Diamond Crystals featuring an extra coarse roller for especially thick and stubborn skin. The Amope roller head refills are interchangeable and can be used on both devices.


Swedish beauty brand Foreo, which achieved global success with the 2013 launch of the Luna skin care and anti-aging device, is set to release the second-generation Luna 2 devices. According to the company, Luna 2’s optimized design imparts an even deeper, more efficient cleansing while offering all the benefits of the original Luna. Its T-Sonic cleanse promises to remove 99.5% of dirt and oil based on clinical trials plus makeup residue. The company is also rolling out the Iris eye massager billed as a “groundbreaking” device that incorporates “Alternating T-Sonic Technology” delivering a gentle yet effective massage for younger- and refreshed-looking eyes.


Home Skinovations’ Silk’n skin care devices target issues such as acne and aging. The company product portfolio is based on a simple premise dubbed ACES (Affordable, Convenient, Effective and Safe).


“This is what the shoppers are looking for in these devices,” insisted Scott Lyon, vice president-sales, Home Skinovations, Inc., Ontario, Canada. “We need to meet not just one, but all of these criteria in order to make a device that hits a home run.”


If the company is successful on all fronts, satisfied customers tend to share their experience on social media that, in turn, convinces friends and family to make buying decisions.


What’s Ahead?


This year will bring the further refinement of the anti-aging device category. Said Lyon of Home Skinovations, development is focused on products that combine energies (such as light, RF and heat) as well as treatments, such as cleansing and anti-aging together. As in the professional market, utilizing multiple forms of energy can lead to a better and more comprehensive treatment, he noted.


There will also be a trend in the development of technologies for body contouring and re-shaping. The FDA could play a role in this development, he predicted.  


“As the category grows, an increasing number of companies will attempt to enter it and the consumer must understand that not all products work the same way. It is important to ensure that any product introduced has been tested and cleared through the FDA process,” said Lyon. “This is the one way that consumers can feel confident that they are buying a safe product … sometimes it is complicated and costly to go through the FDA process, so companies are not able to design and build products for the budget-friendly shopper. The companies that are able to do this will be the ones to rule this segment of the market.”


While the at-home hair removal and facial cleansing markets continue to grow at a very rapid pace, Lyon predicted that anti-aging and acne to be the hot trends for 2016.


“These two areas of treatment have been bubbling under the surface with only a few real viable options over the past couple of years,” he told Happi. “As the technology continues to develop, and the consumer continues to be educated, the desire to manage skin issues in the privacy of one’s home is increasing dramatically.”  


The rise of the hair regrowth category is an interesting story and one that is filled with new chapters too, according to findings by Kline & Company in its 2015 Beauty Devices report. Underpenetrated in many countries, this category is already significant in the US and is likely to gain a stronger foothold in Europe and Asia in the near future. Moreover, impressive opportunities in the at-home beauty market continue to attract investment from the beauty giants.  Unilever’s joint venture with Syneron Medical, the launch of Estée Lauder’s Clinique device, and Johnson & Johnson’s financing in La Lumiere are all examples of leading global players embracing the concept of beauty devices. On top of all this, multinationals continue to look for ways to innovate and expand in this promising market.


“Healthy, glowing skin makes every woman feel beautiful,” noted Dara Levy, founder and CEO of device brand Dermaflash, Chicago. “Hand-held devices are the new beauty frontier. Being able to have a spa-like experience in the comfort of your own home is a game changer.”


Room to Grow


Overall, the device category is still very new and industry insiders expect growth in both prestige and mass as consumer awareness and demand increases, according to Andrea DiNunzio, chief marketing officer of Iluminage Beauty, New York, which recently rolled out a skin-smoothing, FDA-cleared at-home anti-aging laser device.

“As educated consumers look for effective skin care solutions beyond traditional creams and lotions, devices offer them the next generation of treatments at-home. As consumer needs extend beyond the face expect more devices to focus on total body solutions. Manufacturers are also making great strides in reducing the cost of technology, making professional services accessible for home use.”