One in Five Women Use a
Cleansing Brush Skin-Care Device
esearch by Mintel estimates that one in five
women use a cleansing brush skin-care device
as part of their daily beauty routine. The
report, entitled Beauty Devices – U.S. , states
that convenience and the promise of professional results are two key factors that drive women to
purchase skin-care devices.
“There is disparity in the beauty devices market, with sales
of skin-care devices gaining momentum, while growth in the
hair appliance market is stagnant. The promise of professional
results at home is helping to drive sales of skin-care devices,”
says Shannon Romanowski, Mintel senior beauty & personal
Sonic cleansing brushes generate the highest usage among
listed devices in the U.S., with 20 percent of respondents
stating that they use the device. Women are most likely to
associate cleansing (44 percent) and exfoliating (55 percent)
benefits with skin-care devices.
In terms of demographic, the highest users of skin-care
devices tend to be young, from 18 to 24 years of age.
Household income is a significant category driver, with those
in the US$75,000 groups reporting above-average usage of
Despite a much younger user demographic, there is strong
interest in the skin-care device category across age groups in
women. In fact, respondents from 18 to 54 years of age report
similar interest to test and purchase devices. Price is the top
barrier preventing them from doing so.
When asked what motivated them to purchase new
devices, cleansing brush users say they are motivated to
purchase by a variety of factors, including special offers (28
percent), reviews (28 percent) and family/friend recommendations (26 percent).
When carrying skin-care brush devices for retail in your
spa, consider clearly communicating benefits that matter most
to female guests like “exfoliating” and “cleansing” as well as
providing discounts and referral rates to help market the
devices and drive retail revenue.