The latest report from Kline & Company surveyed women from China, France, Germany, Japan, the United Kingdom, and the United States who own devices for aesthetic benefits and found that 70% were either “satisfied” or “very satisfied” with these high-tech gadgets. However, awareness of them was low, with “didn’t know about them” as the second most common response from those who have not yet tried an at-home beauty device.
Karen Doskow, director of consumer products at Kline, said in a press statement, “. . .Women who use skin care devices have a high level of satisfaction. However, the penetration rates of these high-tech gadgets are low across most regions due to lack of awareness, indicating a significant opportunity for marketers to attract new consumers.”
Doskow notes, “Leveraging the satisfied customers and getting them to talk about devices within their social circles could be a key factor for success." Global brands such as L’Oréal’s Clarisonic and Nu Skin’s Galvanic Spa continue to infiltrate the Asian market, placing more pressure on regional and local players with their dominant product portfolios and strong marketing activities. However, a few leading local players, such as Talika and SKG, are forecast to perform positively through 2018.
Globally, the at-home beauty devices market grew by nearly 20% in 2013. While the U.S. continues to grow at a moderate pace, the focus is shifting to Asian markets, geared up by increasing competition from the global brands, such as Clarisonic, Silk’n, TRIA and Galvanic Spa. Clarisonic is the clear-cut market leader globally.