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Devices still grow as market matures

BY Antoinette Alexander

Well, it seems beauty mavens still love their beauty devices.

According to Kline Group, the market was just over $1 billion at the retail sales level in 2013 — driven by both new product launches from existing marketers and new players — with strong growth predicted for 2014.

As a follow-up, Kline stated earlier this year in a blog, “From Crow’s Feet to Calluses: At-home Beauty Devices Cover it All,” that the at-home devices enjoyed another year of positive growth.

According to Kline, the market is becoming more mature, and now marketers are “tasked with scouting out pockets of opportunity to expand their reach.”

One example of brands branching out with new generation devices is Tria Beauty. Late last year, Tria Beauty, a maker of light-based skin care, announced that it had received clearance from the Food and Drug Administration for the company’s Age-Defying Laser, which is designed to treat multiple signs of facial aging. This product expands the Tria portfolio into the anti-aging category and furthers Tria’s mission of providing consumers with advanced skin care solutions previously only available in-office — and at a fraction of the cost and with the convenience of home use.

In addition, VB Beauty’s new Pulsaderm Buddy was unveiled earlier this year. The Pulsaderm Buddy, which offers the reinvigorating pulsation technology of the Pulsaderm, is a compact size that’s small enough to fit into the palm of the hand.

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Staying Fresh on the go

BY Antoinette Alexander

DETROIT — As new wipes for removing makeup and dirt continue to hit the beauty shelves, one company is taking a “swipe” at a different segment. Enter Forever Fresh’s Swipe deodorant wipes.

The single-use wipes were designed to offer consumers the convenience to travel without a bulky stick of deodorant. Each pocket-sized deodorant wipe is individually wrapped and 100% biodegradable.

Infused with natural tea tree extract, Swipe applies a new layer of deodorant protection and eliminates body odor in the process, the company said.

Made in the United States, Swipe currently is sold online on Amazon and eBay. Forever Fresh noted that it is working to partner with additional retailers to make Swipe available in stores nationwide.

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Wipes, towelettes freshen up category

BY Antoinette Alexander

From removing makeup to cleaning “boogies” from a baby’s nose, wipes and moist towelettes continue to strengthen their foothold in beauty and personal care.

The reason for the greater attention is pretty simple — busy consumers seek products that offer on-the-go convenience.

Beauty and personal care brands are heeding the call. For example, b-lēve skincare has developed its new b-nourished Facial Cleansing Cloths, which are cleansing wipes that remove makeup and impurities while leaving skin hydrated and refreshed. The cloths are infused with safflower seed oleosomes and jojoba oil to moisturize, while soap tree bark soothes and refreshes.

Meanwhile, La Fresh Group recently announced the launch of Eco-Beauty Be Good, a line of skin care products made with a natural anti-aging botanical complex of maqui berry, licorice root, ginkgo leaf, grape seed and hickory bark.

In addition, ethnic beauty brand Ambi has launched its new Even & Clear Makeup Removing Cleansing Cloths for women of color. The cloths provide a soap-free formula with moisturizing ingredients.

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