BEAUTY CARE

At-home devices still growing

BY Antoinette Alexander

Fueled by such professional technologies as lasers and wearable mask devices, the at-home beauty devices market continues to heat up, increasing globally by nearly 14% in 2014, according to Kline & Co., a market research and management consulting firm.

(Click here to view the full Category Review.)

“With price points at two ends of the spectrum, from under $30 to over $500, new companies jumping on the beauty devices bandwagon and existing brands expanding their portfolio beyond cleansing and hair removal, this market has evolved into a very competitive place for manufacturers. With a wider range of prices and product choices, it has also become much more accessible to a larger consumer base,” said Karen Doskow, director at Kline’s Consumer Products Practice.

The trend is especially robust in prestige. According to global information company NPD Group, in the 12 months ended February 2015, prestige body and facial devices grew in both dollars and units. Specifically, laser/ light therapy device types are gaining popularity, with more than 90% growth in dollar sales and 30% in unit sales after two years of decline. Dollar sales of cleansing devices, which make up the lion’s share of the market, grew 12%, while units increased by 29%.

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Yardley London offers artisan options

BY Antoinette Alexander

NEW YORK — Lornamead’s Yardley London has jumped on the naturals trend with its new Nourishing Elements Artisan Soap.

(Click here to view the full Category Review.)

Available in two fragrances — Lavender and Rosemary, as well as Oat, Milk and Honey — the soaps are formulated with all-natural and healthy ingredients.

They are made with 100% sustainable vegetable oils, natural butters and beneficial botanicals. The extra-gentle formula is softly scented and doesn’t contain artificial colors or harsh chemicals. The soaps also are cruelty-free and biodegradable. All Yardley London bath bars are paraben-free and sodium lauryl sulfate-free.

The individually wrapped bars, which launched in February, are priced at $4.99 for a three-pack.

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Mavens seek ‘truly’ natural products

BY Antoinette Alexander

You are what you eat. Well, in this case, you are what you put on your skin. That’s why customers increasingly are seeking truly natural beauty products.

(Click here to view the full Category Review.)

Truly natural positioning is gaining importance with consumers, manufacturers and retailers, and that’s spelling healthy sales gains.

According to global consulting and research firm Kline & Co. — which estimates that the global natural personal care market increased by nearly 10% in 2014 — there is a shift taking place in the natural market.

In such mature markets as the United States and Europe, a growing number of consumers are purchasing products containing predominantly natural ingredients. Natural-inspired products are those products with natural claims but are formulated with a high proportion of synthetic ingredients. While products that are only natural-inspired continued to prevail in the United States and Europe in 2014, Kline’s ratings system — which analyzes brands’ naturalness on a scale of 1 to 10, with 10 being completely natural — uncovered shifts in the natural positioning in several U.S. and European brands, including Avalon Organics, JĀSÖN, Annemarie Borlind and Melvita, all receiving higher ratings in 2014 when compared with prior years.

Meanwhile, James Russo, Nielsen’s SVP global consumer insights, stated that, overall, natural and organic beauty products are giving retailers something to be happy about. Such products experienced a 24% compound annual sales growth rate over the past four years — significantly outpacing the 2.7% growth for the total beauty category.

And, according to Nielsen’s recent beauty product claim survey of more than 1,000 adults, nearly half (46%) of respondents said they would be willing to pay more for “all natural” beauty products. In addition, 53% of respondents said “all natural” label claims are “very” or “moderately” important.

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