Skin care devices from renowned brands like Clarisonic, Olay, Strivectin, and Clinique hold pride of place in the category, and interesting new tools come to market frequently, like the iPhone connected Oku device and the Age-Defying Eye Wrinkle Correcting Laser out this month from Tria Beauty.
Women between the ages of 18 and 24 are the biggest users of skin care tools, though “women 18-54 report interest in trying these products,” Andrea Van Dam, CEO, of Women’s Marketing, Inc. tells Cosmetics Design.
And quite notably, an “important category driver is the exponential growth of multicultural populations, particularly Hispanics, who are above average users of skincare devices,” she explains.
“Hispanics are not only highly engaged, they are willing to spend,” says Van Dam pointing to 2014 data that indicates “Hispanic households spent 7% more on personal care products on average and 12% more on beauty products compared to total households.”
Consumer behaviors and market trends play a part in how beauty tools are selling. “We see the market for in-home skincare tools dovetailing with two trends,” Van Dam tells Cosmetics Design.
“Technology is creeping into every aspect of life and women are increasingly comfortable experimenting with tech,” she explains. Though, it’s not just tech savvy shoppers buying skin care tools. “Typically women who are comfortable with technology are initially more open to trying these products, but we are seeing women in all age demographics beginning to adopt these products into their daily routines.”
This is why, while women prefer beauty products that are first and foremost effective, they are all more likely now than ever to incorporate tools into their beauty regimens.
The second trend that Women’s Marketing points to is DIY spa treatments: “women are eager to re-create spa treatments at home and electronic beauty devices provide that experience,” Van Dam says.
The cost of skin care tools is prohibitive for many consumers. “The optimal price point for skincare devices is $50, yet even entry-level devices hover closer to the $100 mark,” Van Dam tells Cosmetics Design. “Brands are aware of this and have introduced lower-priced versions of their cleansing brushes to make them more attainable.”
Those high price tags make positive product reviews crucial, she affirms. “The power of recommendation is essential when trying to reach women as they’re more likely to cite reviews, referrals, and advertising as influencing them to purchase a beauty device.”
So device brands may need a specialized marketing strategy that takes into account not only consumer demographics and relevant trends but also the fact that recommendations go a long way toward selling beauty tools.
“Since good word-of-mouth and proven results appear to drive sales in this category, marketers would be wise to include strategies such as trusted influencer programs within their overall media plan to address these issues and build confidence,” says Van Dam.