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
  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • Skin Care of One’s Own

    Skin Care of One’s Own

    Christine Esposito, Associate Editor||October 3, 2016
    Nu Skin’s ageLOC Me—which melds the worlds of smart-phone technology, efficacious ingredients and personalization

  • Proof Positive

    Proof Positive

    Christine Esposito, Associate Editor||October 3, 2016
    Testing service providers enable companies to back up their claims and stay in compliance with regulations.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Free and Clear

    Free and Clear

    Melissa Meisel, Associate Editor||October 17, 2016
    OY-L aims for zero-chemical skin care.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Restoring Rembrandt

    Restoring Rembrandt

    Christine Esposito, Associate Editor||September 26, 2016
    Ranir LLC has acquired Rembrandt, an iconic name in teeth whitening, and plans to make it a staple in the value segment.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Jam On It!

    Jam On It!

    Melissa Meisel, Associate Editor||September 19, 2016
    Jamberry sees success in artsy nail accessories.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Vintage Glamour Rules the Runways at NYFW

    Vintage Glamour Rules the Runways at NYFW

    Melissa Meisel, Associate Editor||September 12, 2016
    A look at trends in cosmetics and hairstyling.

  • Rock n Roll

    Rock n Roll

    Melissa Meisel, Associate Editor||September 6, 2016
    A new sunscreen applicator is slowly making noise in the industry.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • ‘Lash’-ing Out!

    ‘Lash’-ing Out!

    Christine Esposito, Associate Editor||August 29, 2016
    All eyes are on Lash Star Beauty, a lash-centric beauty brand that recently made its QVC debut.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • And Now for Something Completely Different…

    And Now for Something Completely Different…

    August 15, 2016
    Phlur is out to make you rethink fragrance packaging.

  • The Butler Does It

    The Butler Does It

    August 15, 2016
    A new green cleaning product at your service.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • It

    It's a Shoe In!

    Melissa Meisel, Associate Editor||August 8, 2016
    Butter London links up with footwear designer for special collaboration.

  • The Power of Three

    The Power of Three

    Melissa Meisel, Associate Editor||August 1, 2016
    Iles Formula tri-system for tresses garners a celebrity following.