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Beauty device usage on the up14 May 2018As the demand for beauty device-driven in-salon face and body treatments in South Africa steadily grows, new research from global market analyst Mintel reveals that beauty devices are the fastest growing segment in the US industry.Mintel defines devices as: ‘skincare devices such as cleansing systems, exfoliation systems, LED/laser treatments, hair removal devices, and massagers/infusion systems’.Total retail sales of beauty devices grew 7.6% between 2016 and 2017, to reach an estimated $1.6bn, despite making up just 4% of the market. This is the fastest rate of sales growth the category has seen in the last five years. While skincare device usage is limited, Mintel’s research reveals that interest is strong. Although just over one third (35%) of women say they use any skincare device, 41% of women say they are interested in trying one, with laser hair removal devices garnering the most interest (46%).Elsewhere in the category, sales of beauty staples such as colour cosmetics (29% market share) grew 2.2% in the same timeframe, while skincare (25% market share) grew 1.4%.“Future growth in the beauty devices category is expected to come from new product innovation and the availability of lower-priced skincare devices. We’re seeing customisation evolve to include tech tools that diagnose hair and skin issues, with brands making it easier for consumers to bring this trend home,” said Alison Gaither, beauty and personal care analyst at Mintel.