Brand activity sees beauty device market grow in Europe


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Brand activity sees beauty device market grow in Europe

Related tags United states

Big players and European brands’ activity, along with new distribution channels is seeing the at-home beauty device market grow in Europe at am impressive rate.

As market researcher Kline prepares to release its latest ‘Beauty Devices: Global Market Analysis and Opportunities’ report, Consumer Products Practice Project Manager Prashant Sharma says we are seeing growth like never before in Europe.

According to Kline’s figures, this year it is expected that Europe’s growth for the at-home beauty devices market will outpace the United States, approaching to a 25% increase.

Compare this with other related markets, such as professional skin care, which achieve an approximately 7% growth, and you begin to understand that there is growing potential in the market.

Driving growth

According to Sharma, the big players’ involvement is helping drive growth, as is European brands expanding their presence into new segments.

“Estée Lauder’s Clinique Sonic Cleansing brush, in both the United States and Europe, and Clarisonic’s facial sonic cleansing brushes Mia, have surely contributed to this remarkable gain,”​ says Sharma.

The Kline expert also points to brands creating new segments within the market that is helping to expand their presence and also create targeted categories for consumers.

“Tria Beauty and Iluminage Beauty have created a new segment of ultra-premium priced anti-ageing products, featuring Age Defying Laser (Tria) and the Skin Smoothing Laser (Iluminage Beauty), respectively,”​ she explains.

“European brands such as Rio and Beurer introduce pedicure and microdermabrasion devices, thereby expanding their presence into new segments. In 2014, Nurse Jamie enters the European market with an anti-ageing device called Acellerator Ultra.”


Along with brand activity, distribution has also become a key factor in the market growth.

This has seen brands move into travel retail, such as in duty-free or electronic shops, as well as expanding on home shopping channels and utilising the internet more.

In the US, the market is still posting solid growth as increasing consumer awareness, intensive marketing efforts, and an increase in distribution support the moderate sales growth in 2014.

Kline’s soon-to-be-released report provides insights into market size and growth, competitive landscape, new product launches, and trends, as well as key changes in distribution; covering Europe, China, Japan, South Korea, and the United States.

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