Interest grows for the booming at-home skin care devices market

Vincent Gallon

26 August 2011

Will at-home skin care devices become the next growth propeller for the cosmetics industry? As major industry players, particularly in Asia and North America, are investing in what they identified as one of the most promising market in the future year, a report from consulting and research firm Kline & Company anticipates exceptional growth for the next five years in the US.

Industry players invest the market

Japanese women call them “Moba Beau”, a contraction for “mobile beauty devices” a category that includes both electric-powered devices, such as mist-sprayers, and non-electric instruments such as roller type tools used to stimulate blood circulation. The category recently attracted a great deal of attention in Japan with major cosmetics and home appliances makers tapping into a fast growing market.

Recently, Japanese cosmetics giant Shiseido collaborated with Panasonic for developing a special size of its Aqualabel Moisture Lotion to fit with the Ultrasonic Beauty Device Handy Mist produced by the electronic appliances maker.

Earlier this year, Hong Kong-based company Jackel, specializing in promotional goods, packaging and full-service, created a new division entirely devoted to instrumental beauty, with the aim to supply the global beauty industry with electrical and mechanical appliances designed for the face, the eyes, the body, nails and hair.

US market reaches US$ 1 billion

In a recently published report, Kline estimates the US market for at-home skin care devices at approximately USD 1 billion at the retail level for 2011 and expects exceptional growth for the next five years. [1]

According to the market research firm, these products are finding a very receptive and growing audience of consumers wanting to save time and money by avoiding regular visits to salons or to the doctor’s office. “We knew this market was really taking off, but even we were shocked by its sheer size,” said Karen Doskow, Industry Manager for Consumer Products at Kline.

The direct sales channel, which includes home shopping networks, infomercials, and e-commerce, is the primary means of distribution in the U.S., with about 60% of the total market share, added Doskow.

Potential for anti-ageing and mass-market lines

While sonic cleansing products are currently leading the way, with market leader Clarisonic, Kline’s research points out a huge potential for anti-aging devices, that are expected to grow by a very healthy 50% this year alone. The research also mentions strong opportunities for manufacturers to develop mass-market options.