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At-Home Devices: Low Awareness, But High Satisfaction

July 2, 2014

Skin devices, such as the one below, have low penetration rates, but high satisfaction levels, according to Kline & Company. In fact, nearly 70% of respondents from its newest consumer research, which queries women from China, France, Germany, Japan, the United Kingdom, and the US who own devices for aesthetic benefits, are either “satisfied” or “very satisfied” with these high-tech gadgets, however, awareness is low with “didn’t know about them” as the second most commonly given reason from those who have not yet tried an at-home beauty device.

The findings came from Kline’s recently published Beauty Devices: Global Market Brief.

“Our research shows that women who use skin care devices have a high level of satisfaction. However, the penetration rates of these high-tech gadgets are low across most regions due to lack of awareness about them, indicating significant opportunity for marketers to attract new consumers,” noted Karen Doskow, director of consumer products at Kline.

Penetration rates of device usage are low across all surveyed countries except for China, which indexed well above the average at 60%. Usage was particularly low in Japan and the United Kingdom for cleansing devices, the leading beauty device used by those surveyed. Lack of knowledge about these products is among the key factors for limited use. The challenge for marketers of at-home skin care devices is to introduce and educate consumers to the merits of devices, according to Doskow.

“Building greater awareness of device benefits and growing consumer confidence in the efficacy and value of devices is essential for market growth. Leveraging the satisfied customers and getting them to talk about devices within their social circles could be a key factor for success,” she added.
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