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Hot Tools Growing Market For Home Skin Care Devices

October 5, 2011

Hot Tools! Growing Market For Home Skin Care Devices

Hot Tools! Growing Market For Home Skin Care Devices

The Neutrogena Sonic Wave is just one of the new skin care devices designed for use at home.
The at-home skin care device market is powered up for growth over the next several years, according to a new report from consulting and research firm Kline & Company. In its“In At-Home Skin Care Devices 2011: US Market Analysis and Opportunities” report, Kline pegs the market at close to $1 billion at the retail level for 2011, with exceptional growth expected for the next five years.

“We knew this market was really taking off, but even we were shocked by its sheer size,” said Karen Doskow, industry manager for consumer products at Kline. “Clearly, these devices are finding a very receptive and growing audience of savvy consumers looking to save time and money by avoiding regular trips to the doctor for those in-office procedures that were once commonplace in more robust economic times.”

With more consumers staying at home, either due to job losses or by virtue
of the work-at-home/tele-commuting trend, Doskow contends the direct sales channel, which includes home shopping networks, infomercials, and e-commerce, is the primary means of distribution, with about 60% of the total market share.

While sonic cleansing products, led by market leader Clarisonic, top the list as the highest growth segment, acne treatment devices are growing quickly as are anti-aging devices, benefiting from consumers’ demand for products to reduce the appearance of fine lines, wrinkles and age spots, Kline reports.

In fact, Kline’s recent professional skin care research revealed that anti-aging is the No. 1 skin care concern for consumers. “This dynamic provides a perfect opportunity for device and topical product manufacturers to pair their products together to meet consumers’ anti-aging needs,” Doskow said.

But Kline also notes there are strong opportunities for manufacturers to develop mass market product options for price-sensitive consumers and to diversify their product lines to appeal to a wide range of age groups, from teens to mature consumers.

“It’s incredible how marketers are targeting teens with colorful and easy-to-use products such as Neutrogena’s Wave amongst other market entrants,” added Doskow.
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Maintaining Brand Loyalty In a Rocky Economy

Shampoo brand loyalty remains high, according to SymphonyIRI.

In the CPG world, brand loyalty is the golden ring. However, attaining and holding onto the loyalty of shoppers is very difficult—it requires skill to understand consumer needs and determination in precise communication that a product will deliver on those needs. And how much more difficult does that task become during a prolonged period of economic problems?

In SymphonyIRI Group’s current Times & Trends Report, “Brand Loyalty: How Understanding Brand Equity Impacts Brand Loyalty and Delivers to the Top and Bottom Line,” the firm uncovers insights into what drives consumers to seek out their preferred brands and highlights recommended strategies for winning the hearts and minds of today’s savvy, conscious shoppers.

An environment marked by consumers strapped for cash and current events make addressing brand loyalty even more complex than normal. Consumers numb from a vacillating economy have embraced frugal ways and continue to make purchases deliberately and cautiously. Despite a period of prolonged economic difficulty, brand loyalty is strong and growing across a number of CPG categories.

“While most retailers and manufacturers will instinctively pull the lever to compete on price, it’s important to understand that consistently leading with price has significant negative impacts on brand equity,” said John McIndoe, senior vice president, marketing, SymphonyIRI. “Rather, CPG leaders must harness the power of value. The battle for the shopper’s loyalty should not be dictated by low price, and winning CPG marketers are clearly getting this message.”

In fact, brand loyalty has actually increased across 45 of the top 100 CPG categories during the past three years. For instance, brand loyalty is quite high, 87.6%, in the sports drink category. During the past three years, loyalty increased 6.5 points despite economic conditions and conservative purchase patterns.

Brand loyalty in the household cleaners category is pegged at 50.9%, according to SymphonyIRI. Meanwhile, brand loyalty for cleaning tools/mops/brooms is much higher at 72.4%.In personal care, shampoo brand loyalty is 65.9%.

Those three sectors—household cleaners, cleaning tools and shampoo—were among the categories with the largest increases in brand loyalty, up 3.5, 2.8 and 2.8 points, respectively, over 2008, the company said.

“Interestingly, nearly all of the categories in which brand loyalty gains were highest already have fairly high levels of brand loyalty,” said Susan Viamari, editor of Times & Trends, SymphonyIRI. “In fact, loyalty is more than 50% in nine out of 10 categories shown—a striking reminder that true loyalty can survive even prolonged economic upheaval.”
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