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Luxury, Special Editions Spice Up Beauty Device Offerings

Posted: February 20, 2013

To go along with the growth trend for at-home beauty devices, gifting these types of products is also a growing trend with brands, according to a blog post Fashion, Glam, and Gifting Take a Front Seat in the Beauty Devices Market by Kline & Company’s consumer products industry manager Karen Doskow.

Doskow writes that leading U.S. beauty device marketers are making the devices more fun and gift-friendly with discounts, special editions and colors, and more add-ons to jazz up the products. “For Valentine’s Day, device leader Home Skinovations offered on its Silk’n’s website a 20% off discount to help customers ‘look dazzling.’ Clarisonic likewise celebrated Valentine’s Day by offering its well-known Aria Sonic Skin Care System brush in candy apple red and Opal Sonic Infusion System in ruby red,” she notes.

Doskow also points out examples No!No!, Tria Beauty and NuFace. “No!No! created quite a buzz with its limited edition leopard print hair removal device that aired for one day only in November 2012 on HSN. {And] Tria Beauty recently announced that it is offering a special-edition Tria Hair Removal Laser 4X signed by Jenny McCarthy as part of its Win-A-Trip to New York promotion, [while] toning device marketer NuFace offers its blockbuster Trinity in a petal pink color as part of the NuFace Pink for a Cause Collection.”

Additionally, luxury editions are also beginning to spread beyond their European origins. “Ourresearch shows that Sqoom, the well-known anti-aging device, offered a Swarovski crystal-encrusted device with a price tag of over $1,000 a few holidays ago,” Doskow notes.

Beauty device brands and marketers are clearly looking to carve a significant niche in the marketplace, innovating new ways and opportunities to reach consumers. More information on this beauty product segment, which is also expanding in emerging markets, is available here.