Hair care is the largest category within personal care appliances and recorded volume growth in 2018 due to strong sales of hair dryers and hair and beard trimmers. The good result for hair dryers could be attributed to novelty within the category, as seen with the luxury product Dyson Supersonic, sold at Sephora and electric appliance specialist stores for EUR399 while the average price of a hair dryer was EUR30.
While the Philips One Blade trimmer registered strong success, sales of electric razors have been in severe decline, as the global fashion for beards continues to negatively affect sales of shaving products. Sales gains for hair and beard trimmer have been recorded at the expense of men’s shaving equipment.
New devices with amazing shapes emerged towards the end of the review period. With premium positioning, they contribute to the value of the overall category.
Procter & Gamble led personal care appliances in 2018. The player dominated oral care appliances with its world-renowned brand Oral-B and Braun’s presence in other product lines.
Panasonic expanded its electro-beauty offer towards the end of the review period with a cleaning brush, a current stimulator and a facial sauna. The Japanese group has chosen the channel of parapharmacy outlets to market such novelties and is also willing to test direct home selling.
Created in 2013, the Swedish brand Foreo understands the importance of design within electro-beauty. The young Swedish brand has had blazing success, mainly thanks to Luna, its vibrant pink facial brush sold at Sephora.
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This industry report originates from Passport, our Consumer Appliances market research database.