Online Exclusives

Left To Your Own Devices

By Christine Esposito, Associate Editor | July 6, 2012

Should an electric beauty tool be part of your brand's future?

It may be a small sector, but the beauty device market is hot, hot, hot, say industry experts at the HBA Global Expo 2012 in New York City.

 
An opening-day session was devoted to this fast-growing category; it was moderated by Wendy Lewis, president of Wendy Lewis & Co. Ltd. Global Aesthetics Consultancy and included Amy Ziegler, global personal care analyst, Mintel Beauty & Personal Care, and Dan Edwards, SVP, senior vice president of Sagentia’s consumer and industrial products division.
 
 

According to Zeigler, the ‘kinetique’ trend—the mash-up of electricity and energy in beauty—is helping drive the devices market.
 
The good news for marketers is that while only a small percentage of consumers have tried at-home anti-aging devices, a larger group is willing to take one for a spin. Specifically, Mintel’s numbers show that while only 4% of US women have one, 28% said they would try one.
 
“What is your devices agenda?" asked Dan Edwards of Sagentia. "Rethink your brand bundle and figure out if devices could and should be part of it.”
 
According to Edwards, a combination of factors is helping drive the market for devices, including the fact that women are more comfortable with technology in general.
 
“It’s not just men and geeks,” he said.
 
In addition, prices for the technology have been steadily declining, making it possible to build these devices at lower cost.
 
But the device itself need not be a revenue stream, according to Edwards.
 
“The business model isn’t about margin on product; it is about engaging in service and relationship,” he said. “You don’t need to make margin on device sale.”
 
According to Edwards, the device doesn’t spell the demise of consumable products.
 
“Don’t think of it in isolation; think about it as selling goop,” quipped the engineer.
 
“We should be selling them with consumables bundled. The consumable will always be there—the lotion or paste. That is where your margin is.”

According to Edwards, the next generation of devices will offer a level of diagnostic technology. “This is important as it allows you to personalize the action of the device for the individual, rather than a generic product,” he said. And, it can help you make a closer connection with customers.
 
Edwards showed a video of the device his company helped Unilever launch, the Dove Advanced Diagnostics Device. It measures the hair and a displays a score on LED screen, which a Dove rep then uses to recommend a suitable hair product.
 
According to to Edwards, there’s a level of truth for the consumer that comes from having a diagnostic element. This kind of “brand activation” tool, he said, engages customers and increases customer trial.

He suggested companies figure out the consumer proposition they want to gain with the device, and know that the technology is at hand.
 
“Technology isn’t the barrier; it is there to be had,” he said. For the consumer, the technology’s value is the efficacy it delivers. “You can do stuff with energy you can’t do with chemistry,” Edwards noted.
 
In addition, the data that can come from the device’s diagnostic capabilities can bulk up a firm’s R&D databank.
 
“Knowing your customer—that is a level of R&D insight you didn’t have before.”

blog comments powered by Disqus
  • Innovation On Display

    Melissa Meisel, Associate Editor||February 3, 2016
    P&G Beauty Digital Studio showcases new products for 2016

  • Crowning Glory

    Crowning Glory

    Christine Esposito , Associate Editor||February 3, 2016
    Celebrity stylists and experts from leading hair care brands talk about the ingredients and formats driving the styling sector.

  • Electric Slide

    Electric Slide

    Melissa Meisel, Associate Editor||February 3, 2016
    Skin care devices bring anti-aging to the next level

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • Between The Sheets: A look at the dryer sheet category

    Between The Sheets: A look at the dryer sheet category

    Christine Esposito, Associate Editor||January 25, 2016
    How has the fabric softener sheet category fared of late?

  • Raising the Bar

    Raising the Bar

    Melissa Meisel, Associate Editor||January 25, 2016
    CeraVe Healing Ointment is billed as a next-level skin salve.

  • Morning Jolt…Before Coffee

    Morning Jolt…Before Coffee

    Christine Esposito, Associate Editor||January 18, 2016
    New caffeine-infused toothpaste launches on Indiegogo.

  • Anything but Botched!

    Anything but Botched!

    Tom Branna, Editorial Director||January 18, 2016
    The creator of a new skin care line finds an audience even before they get to try the formulas.

  • A Frosch Start in the US

    A Frosch Start in the US

    Christine Esposito, Associate Editor||January 18, 2016
    A trusted eco-savvy German household cleaning brand is now available in America.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Lauren B Good

    Lauren B Good

    Melissa Meisel, Associate Editor||January 4, 2016
    Luxe nail polish line attracts cult following and lands in Whole Foods stores.

  • Miami Clean Machine

    Miami Clean Machine

    Christine Esposito, Associate Editor||December 28, 2015
    EMG Cleaning Systems is expanding its presence in I&I cleaning.

  • Unshrinkit Is Undeterred

    Unshrinkit Is Undeterred

    Christine Esposito, Associate Editor||December 21, 2015
    The biggest night in this startup’s history didn’t go as smoothly as planned, but the company’s co-founder is confident about the future of her specialty laundry product.

  • Hand It To Them!

    Hand It To Them!

    Melissa Meisel, Associate Editor||December 21, 2015
    New SKU reportedly improves the appearance of pigment, texture and wrinkles for hand rejuvenation.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Let Me Get Your Digits…

    Let Me Get Your Digits…

    Melissa Meisel, Associate Editor||December 1, 2015
    Sally Hansen branches out with a new app and fashion colors.

  • Play Misty for Me

    Play Misty for Me

    Christine Esposito, Associate Editor||November 30, 2015
    Body mists for men and women continue to be the hottest commodities in the mass fragrance market.

  • The Space Between

    The Space Between

    Christine Esposito, Associate Editor||November 24, 2015
    Prestige Brands expands its platform with yesterday's acquisition of DenTek, a major player in the fast-growing “peg” oral care sector.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Into the Mist-ic

    Into the Mist-ic

    Melissa Meisel, Associate Editor||November 16, 2015
    Toilet tissue spray is billed as an eco-friendly alterative to wipes.

  • The Return of Norell

    The Return of Norell

    Melissa Meisel, Associate Editor||November 9, 2015
    Classic perfume makes a comeback for the holidays.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.