1+1=3

As the digital age collides with a DIY mentality, the at-home beauty devices market is pulsing with potential. Opportunities abound for expanding offerings and marketing products in a new way that capitalizes on the trend as consumers bring home everything from acne-treating blue light therapy to sonic cleansing and wrinkle-eliminating microcurrents.

The acquisition of Clarisonic has helped to increase consumer awareness regarding skin cleansing systems overall and indicates that major beauty companies are taking interest in beauty devices. L’Oréal’s purchase may inspire other acquisitions.

“Essentially, the global at-home beauty devices market is likely to see a greater tendency of mergers and acquisitions activity as large established marketers acquire smaller marketers to gain market share and intellectual capital in this relatively avant garde segment,” states market researcher Kline & Company. Acquisitions would allow for increased consumer awareness and interest, as it generally leads to more advertising support, increased distribution and lower price points.

Another growth opportunity exists for beauty marketers to partner with device manufacturers. This synergistic idea has been observed in Japan by Kline, and is well illustrated by Panasonic recommending Shiseido cosmetic products for use with its devices—as well as packing AquaLabel moisture lotion with Panasonic’s Ultrasonic Beauty Device. These ventures allow tech brands to enjoy the cachet and reach of established cosmetic brands while providing brand-enhancing, cutting-edge technology.

“The opportunity is in the combination of devices and consumables where they have a synergistic effect but not where there is a consumable purely for recurring revenue reasons,” said Peter Luebcke, senior technology consultant, consumer products, Sagentia Ltd. To be successful, there must be value added for both the brand and the device technology. “Each on their own has efficacy and user experience value, but together they have an effect greater than the sum of their parts,” he explained. “It’s a bit like saying 1 + 1 = 3.”

An example of such a synergy would be a device plus an active formulation where not only is the formulation dispensed onto the skin or hair but is also either activated by the device and/or delivered deeper in to have greater efficacy.

Read more about the potential of at-home beauty devices in the September 2013 issue of GCI magazine.

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