It may be a small sector, but the beauty device market is hot, hot, hot, say industry observers at the HBA Global Expo 2012 in New York City.

In a session devoted to the fast-growing category, moderator Wendy Lewis, president of Wendy Lewis & Co. Ltd. Global Aesthetics Consultancy; Dan Edwards, SVP, consumer products, Sagentia, Ltd.; and Amy Ziegler, global personal care analyst, Mintel Beauty & personal Care, talked about consumer interaction and developments in beauty tools.

According to Ziegler, the kinetique trend—the mashup of electricity and energy in beauty—is helping drive the market.

The good news for marketers is that while only a small percentage of consumers have tried at-home anti-aging devices, a larger group is willing to take one for a spin.

Specifically, while less than 5% of US consumers have one, 35% of women said they would try a device at home. In addition, more women have used or are wiling to use an at-home anti-aging device (40%) than have visited a doctor for a non-invasive anti-aging treatment (32%), according to Mintel data.

Edwards of Sagentia then challeneged the audience, asking: “What is your devices agenda?”

He continued, “You need to have a devices agenda. Rethink your brand bundle and figure out if devices could and should be part of it.”

According to Edwards, a combination of factors are helping drive the market for devices, including the fact that women are more comfortable with technology in general.

“It’s not just men and geeks,” he said.

In addition, prices for the technologies involved have been steadily declining, making it possible to build these devices at lower cost.

But the device need not be a revenue stream, noted Edwards.

“The business model isn’t about margin on product; it is about engaging in service relationship…..You don’t need to make margin on device sale,” he said.