Big prospects around skincare devices

IN a report released by The NPD Group’s 2015 Skincare Devices Consumer Report, the vast majority of women who own a skincare 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 over 70 percent of consumers who own them, and the frequency use is even higher when it comes to laser/light therapy devices. About 80 percent of users report that they are extremely or very satisfied, and are equally likely to continue using their device.

The market, which grew 8 percent in dollars and 20 percent in unit sales in the 12 months ending August 2015*, has a dedicated and optimistic fan base despite still being relatively small in terms of ownership size.

“There’s a lot of positive buzz around skincare devices, and a loyalty that exists among consumers who use them, which makes it an opportune time for brands and manufacturers to focus on growing the market among non-users,” said Karen Grant, global beauty industry analyst, The NPD Group. “As technology continues seeping into all aspects of daily life, women are becoming increasingly more comfortable using devices on their skin, and recommending such products to their peers.”

There are important differences when it comes to how skincare device users and non-users view these products. While most users cite “ease of use” as the most important characteristic, it is the price for the device that ranks first among non-users. Tying in with cost, including a skincare product with the device purchase as well as the eventual need for replacement parts are more important concerns in the eyes of non-users when it comes to contemplating a future purchase. These are much less top-of-mind to current owners – the majority report they purchase replacement parts less than once a year.

“Skincare devices have helped to reshape the product trends in facial care and bring a wider range of basic and preventative care products top of mind with consumers. Brands, manufacturers, and marketers need to further capitalize on the high level of awareness and value that already exists for this category, and utilize it in a way that encourages and instills confidence among non-users,” added Grant. “Skincare devices provide consumers with the ease and cost effectiveness of treating or averting skincare problems in the comfort of their home, and I expect to see the popularity and ownership of these devices continue to rise with further innovation in type and application.”

Methodology

An online survey was fielded in May 2015 to a nationally representative sample of women aged 18+ from NPD’s proprietary panel of consumers, who were screened for at-home skincare device ownership.

*Source: The NPD Group, Inc. / Prestige Beauty Total Measured Market