Personal Care Appliances in the US

PROSPECTS

Hair care appliances and body shavers remain necessities for women and men

The multifunctionality of styling irons that can curl and straighten hair made them a daily necessity for many women in past years, but innovative and powerful features in new models of hair dryers have lessened the need for styling irons. While most consumers still view hair dryers as practical and affordable appliances, some high-end models of hair dryers are proving adept at trending hairstyles.

Electric facial cleansers continue to prove their value

Electric facial cleansers continued their long streak of success in 2018. Many women, and increasingly men, view skin care as an essential part of a healthy lifestyle and these appliances are well designed to simplify skin care routines for consumers.

Oral care appliances continues to record growth

Unsurprisingly, the consumer push towards more-healthy lifestyles has played out strongly in oral health care. Sales of electric toothbrushes and flossers have benefited greatly from consumer efforts to improve their oral care habits for years, and continued technological improvements in these appliances look set to ensure that sales of oral care appliances will continue to grow throughout the forecast period.

COMPETITIVE LANDSCAPE

Leaders within personal care appliances improve their offerings

As the consumer focus has shifted towards more-multifunctional and high-quality personal care appliances, they have shown a willingness to pay more for appliances that offer a better performance. Although premium personal care appliances remain outside of the budgets of most consumers, brands such as Dyson have raised consumer expectations for products within the category.

Colgate introduces a connected toothbrush

Connected toothbrushes have been around since at least 2014, but the benefits of that connectivity are becoming more apparent every year. In one of the most interesting personal care appliance launches of 2018, Colgate partnered with Apple to release the Connect E1 smart toothbrush.

Internet retailing is the fastest growing major channel within personal care appliances

Internet retailing accounted for over a quarter of all volume sales of personal care appliances in 2018. The channel provides an easy way for consumers to learn about the features and benefits of each model.

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