NPD consumer report finds growth, satisfaction in skincare device category
PORT WASHINGTON, N.Y. — The NPD Group has released its 2015 Skincare Devices Consumer report, which has found a growing foothold for at-home skincare devices — and a lot of satisfied customers. In the 12 months ended August 2015, the NPD Group found that the skincare device market grew in dollars by 8% and grew in unit sales by 20%.
“There’s a lot of positive buzz around skincare 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,” NPD Group global beauty industry analyst Karen Grant said. “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.”
Among those who own skincare devices, more than 70% use them at least once a week, with the owners of laer or light therapy device using those more frequently. And about 80% of owners say they’re very or extremely satisfied with the devices. But many non-users see the price of devices as a barrier to ownership, which includes trepidation over the need for replacement parts and continued cost. However, current owners note ease of use as devices’ best feature and report replacing parts less than once a year.
“Skincare 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,” Grant said. “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.”
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NYX Professional Makeup goes brick-and-mortar
LOS ANGELES — Another digital-native retailer is going the mall route. And this one is aimed at shoppers who love to play with makeup.
NYX Professional Makeup on Oct. 2 will open its first-ever physical store, at the Westfield Santa Anita Mall, Arcadia, California. The brand says it plans to roll out additional nationwide and global stores in select urban centers throughout 2016.
The NYX Professional Makeup store will offer the brand’s exclusive line of cosmetic products and celebrate everyday makeup artistry via an interactive approach that combines digital technology with a hands-on, self-learning environment.
Billed as a playground for beauty junkies who love to have fun with makeup, the store will include an interactive “NYX Beauty Bar,” a digital community wall, and use of digital imagery and social media content throughout the space. All the stores will include custom pieces of art created by female street artist HUEMAN.
Additionally, every month select NYX Professional Makeup locations will host meet-ups and in-store events with Instagram and YouTube beauty “influencers.”
"We're very excited about this new chapter for the brand and are proud to be able to create a space where fans can come play, learn and share their love for NYX Professional Makeup," said Scott Friedman, CEO, NYX Cosmetics.
Along with its initial store in Arcadia, first NYX Professional Makeup announced four additional locations, all in California:
- Del Amo Fashion Center, Torrance;
- Victoria Gardens, Rancho Cucamonga;
- Westfield Valley Fair, Santa Clara; and
- Broadway Plaza, Walnut Creek.