According to The NPD Group’s 2015 Skin Care Devices Consumer Report, at-home skin care devices are a growing niche within the beauty industry, and gaining traction with consumers. NPD says most women who own a skin care device use it often and are happy with the product.
 
Research found that cleansing and facial massager/toner devices are used at least once a week by over 70% of consumers who own them, and the frequency use is even higher when it comes to laser/light therapy devices. About 80% of users report satisfaction.
 
The market grew 8% in dollars and 20% in unit sales in the 12 months ending August 2015.
 
Karen Grant, global beauty industry analyst, The NPD Group—and a member of Beauty Packaging’s Board of Advisors—says, “There’s a lot of positive buzz around skin care 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.” She adds: “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 skin care 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.
 
“Skin care 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,” adds Grant. “Skin care devices provide consumers with the ease and cost effectiveness of treating or averting skin care 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.”
 

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