Personal Care Appliances in the US

PROSPECTS

Consumer interest in health and wellness helps drive growth in personal care appliances

US consumers increasingly view oral care appliances as a great benefit to their wellbeing, and other personal care appliances are proving their worth to consumers concerned with skin and hair health. Helped by dentist recommendations and years of consumer education efforts, electric toothbrushes were the fastest-growing appliances in the category in 2019.

Consumer education efforts are key to growth

Like other small appliance categories, personal care appliances have become increasingly multifunctional in recent years. Hair dryers demonstrate some of the best examples of this increased versatility.

Hair care appliances and body shavers see strong growth

Sales of personal care appliances long considered necessities, like hair dryers for women and body shavers for men, contributed to the category’s strong growth in 2019. Volume sales of hair care appliances and body shavers grew amidst the disruption caused by more multifunctional and advanced models.

COMPETITIVE LANDSCAPE

Clarisonic takes smart skin care to a new level

L'Oréal USA’s Clarisonic, the leading brand in sales of electric facial cleansers, introduced the Mia Smart cleanser in 2018. This multifunctional device can be used for facial cleansing, anti-ageing massages and even make-up blending.

Category leaders are responding as new challengers emerge

Personal care appliances has always attracted new competitors with innovative products and business models, and the current competitive landscape is no different. Swedish manufacturer Foreo is one of a number of brands that have carved out a presence by introducing novel products.

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