Tria Beauty claims that the launch of its Skin Rejuvenating Laser device in the UK is one of the first of its kind for the at-home beauty devices market in Europe, which until now has been largely dominated by hair removal devices.
The treatment has been available at professional beauty clinics and spas for a number of years, but this is the first time that a portable at-home version has been made available on the market.
With a price tag of £450 (€530), the product is said to cost as much as one professional beauty treatment, which often necessitates as many as ten consecutive treatment for patients to see visible results.
Light-based fractional technology
The technology is built around light-based fractional technology, which is said use light energy to help stimulate the production of collagen, which in turn helps to ‘plump’ up the skin, giving the appearance of less wrinkles.
It is also used to even out the skin texture and can target discolouration, giving the skin a more even and consistent tone.
The fact that individuals can carry out the treatment in the comfort of their own home at a fraction of the price it might cost them at salons, taps into the trend for more and more consumers to switch from having expensive professional beauty treatments, to carrying them out personally, at home.
Doing professional beauty treatments at-home saves money
In a European market that continues to be challenged by tough economic conditions and compromised consumer spending power, the fact that carrying out such treatments at home can save a significant amount of money is a big draw.
According to Mintel data, the UK facial care market is predicted to top £1 billion in 2013, while in the US, demand for skincare specialists is expected to have grown by 38 per cent by 2018.
However, it may be that an increasing proportion of this market will be carved out by individual administering such treatments at home with their own personal care devices.
Despite exploding in 2012, market researcher Kline Group says that the market is expected to show double-digit growth worldwide throughout 2013, as this is still considered to be the beginning of the segments evolution.
Convenience and economic rationalism
"Convenience and a certain economic rationalism are motivating consumers to bring home the beauty experience traditionally provided by estheticians or physicians," says Karen Doskow, Consumer Products industry manager.
“It's a large and growing phenomenon, with at-home beauty devices offering multiple benefits a notable driving force.”
In Europe the market is being shaped by regional brands, such as the leader in permanent hair removal, Lumea, by the Dutch-based Phillips, and the anti-ageing device SQOOM by Germany's Schick Medical.
The US retains its global market share lead with growth nearing 20 per cent in 2012, driven by new product launches from existing marketers.
Yet it is in Asia where the real success is coming, as the Chinese market boasts nearly a 100 per cent increase in 2012, and Doskow says his is because in Asia truly multi-functional devices will become the norm rather than the exception.