The Transition from Professional to Home Use
The developing trend toward personal home-use treatment in the beauty device market is being boosted by the miniaturization of devices, as well as improvements in technology that ensure safety for home use.
These small, sleek, devices are more convenient and affordable, and often provide benefits for consumers that aren’t available in commercial settings, such as integrated patient databases, digital cameras and mobile apps people can use to track treatment, read usage guides and get support.
Patents and Personalized Beauty
The global patent landscape indicates the growing shift from professional beauty device innovation to a focus on personalized, home-use devices. While many of the health and beauty patents originate in the United States, home-use innovation is more dominant in countries such as China, Japan and Korea.
For example, according to Signals Analytics’ data, home-use patents are just one quarter of the total health and beauty care device patents in the United States, whereas China sees the ratio split nearly equally.
Want a quick overview of beauty device trends? Click through the SlideShare below.
For smaller, more agile players in the market, there is a much clearer focus on innovating in personalized beauty care devices. However, Signals Analytics also found that bigger players such as Panasonic, L’Oreal and Philips are realizing the need for innovation, shifting their patent filings to nearly 70% home-use devices.
Personal Beauty Devices Explode on the Global Market
The market for electronic home-use health and beauty care devices has steadily grown in Asia (up 29% in 2014 alone) and spread around the world. According to Global Industry Analysts, economic and social changes in the Asia Pacific region have resulted in China, Thailand, Taiwan and Korea having the fastest growing personalized beauty markets.
Home-use devices often treat conditions at the skin surface, such as scars, wrinkles, and pigmentation, and the treatment can be done anywhere on the body, except on smaller or more sensitive areas such as the lips and eyelids.
The most popular technologies in this sector include:
Light therapies to treat acne, psoriasis, eczema, vitiligo, and other skin diseases
Laser and LED masks and devices to treat wrinkles, blemishes, rosacea, and other cosmetic concerns
Radio frequency and sonic brushes that clean pores and stimulate circulation to reduce the frequency of breakouts
Laser and LED devices for skin tightening and hair removal
Looking to the Future
Although small health and beauty companies currently offer the widest variety of home-use devices, big players are gradually beginning to expand their offerings.
Over the coming years, based on Signals Analytics research, analysts suggest keeping an eye out for several trends:
Services that will see the greatest transition from professional to home use will be treatments for wrinkles, acne and hair removal.
As large companies enter the market, more affordable and more effective products will be available.
Prices will decrease as competition increases.
Mass production capabilities will increase margins.
Consumers will feel more comfortable with the solutions being offered.
China will continue to dominate the market.
Despite the growing appeal of personal devices, a number of legitimate issues exist that manufacturers and advertisers in the beauty device market should to pay attention to.
Though consumers at large believe home treatments are effective and are wiling to recommend them to others, many of them are concerned about their trustworthiness, whether these devices match product claims made by the manufacturer, and potential side effects that may result from their usage.
The Global Beauty Devices Market report, released by P&S Market Research late last year, projected that in 2014 the beauty device market had a global value of $19.7 billion, and that it will develop at a compound annual growth rate of 18.9%.
Staying Ahead of the Competition in the Beauty Device Market
Key drivers leading to this growth include a growing geriatric population, the increasing prevalence of skin diseases and the increase in disposable income for most consumers. With these trends developing, it’s not surprising for forecasts to be so strong.
With new companies entering the beauty device market, and existing brands are expanding their offerings beyond cleansing products, the marketplace has become very competitive. In order to succeed, companies must turn their attention toward making products that are effective and cost-efficient, with product messaging that focuses on safety, trustworthiness and price.
With the rapid pace of innovation in the home-care digital health ecosystem, it will be almost impossible for companies to stay ahead of market trends with traditional technology scouting. If you’d like to learn about how product intelligence platforms can help you keep up with home-care trends, contact Signals Analytics for a free demo of the Signals Playbook™.
Written by Dr. Alexandra V. Eberhard
Dr. Alexandra V. Eberhard is the Managing Director of EMEA and VP of Executive Sciences at Signals Analytics, a Decision Science as a Service company, that enables global organizations to continuously experience the “aha moment” through Signals Playbook™, a cloud-based analytical intelligence platform that transforms the world’s unconnected data into actionable insights to enhance customer experience, optimize product portfolio health and propel innovation. Having joined 7 years ago, she is one of Signals Analytics' pioneers, working with more than 30 Fortune 1000s. Dr. Eberhard earned her Ph.D. in Immunology/Virology at BioMerieux (France) and her post-doctorate at the Weizmann Institute of Science (Israel). She has co-authored more than 15 peer-reviewed international publications and received 6 academic awards.