The future is now: Beauty devices in 2015

Technology is ever-evolving, and so is the beauty world to match - just look at the growing number of beauty-related apps, such as L’Oréal’s popular Makeup Genius. But the coupling of beauty and technology doesn’t just relate to the mobile-friendly, with innovations in tools aplenty.

Here, BD unveils what the industry can expect of the innovations uncovered in 2015 and how they will influence the products to come.

Personal approach
In a report released on beauty trends in 2015, Euromonitor made it clear skincare tools are about to become a lot more personal. “Skincare diagnostic tools and tests, although nothing new, are having a comeback, with consumers seeking more tailored and even bespoke skincare solutions. From DNA testing, to picture analysis, to diagnostic apps, the selection of skincare products will continue to become even more personalised,” reveals Euromonitor beauty and personal care analyst Nicole Tyrimou.

Thanks to the success of Jo Malone and Le Labo, personalisation of perfume is already a hot topic, and it seems the customisation of skincare is the natural next step. Major corporations such as Sephora are taking note of consumers’ desire to make their beauty regime personal. Though not yet available in Australia, the company has launched Sephora’s Skin Care IQ, which assists shoppers in purchasing products by way of navigating through their skin concerns.

Skincare tools
In terms of skincare, consumers are eager to replicate salon-style treatments in their own bathrooms. Technological advances have made this possible, leading to the creation of beauty tools that fuse technology and indulgence. “The rise of devices in skincare, from cleansing to anti-ageing and electronic face masks, has shaken up both the competitive field and innovation in skincare,” says Tyrimou.

The popularity of electronic cleansing devices is an excellent example. “At-home cleansing devices are upping their game, with the likes of Clinique and Clarisonic bringing the concept to the masses; creating high awareness and general beauty buzz on the importance of effective skin cleansing,” says Medik8’s Holly Tomlin. “New at-home technologies provide cleansing alongside low level sonic frequency waves to tackle fine lines and wrinkles simultaneously. So great skin is definitely in the consumer psyche at the moment.”

Hair innovations
Along with skincare treatments, consumers are also expressing a desire to recreate salon hair looks at home - and beauty tool development is mirroring this. Marketing director of VS Sassoon Australia and New Zealand Peter Brewer says the trend is for “beauty tools that allow consumers to replicate up-to-the minute fashion and red carpet looks easily and expertly at home.” For him, any tool that caters to this consumer desire can almost guarantee success.

For VS Sassoon, the development of new ceramic technologies have proved a major influence. “The latest innovations for VS Sassoon include our new Diamond Radiance Technology - styling tools made with 20 per cent harder and 50 per cent smoother advanced diamond-like ceramic for an ultra-smooth, much desired frizz-free result”. The brand has released three new products based around this new technology, all of which help to reduce frizz and promote “salon results at home”.

Hanita Adhi, founder and creator of Luxcurly curling wands, agrees with Brewer: “Beauty tools are constantly evolving to meet the changing consumer needs. Savvy beauty brands have tapped into women's desire for quick, easy, salon standard results.” She believes that time restraints have also helped to shape modern beauty tools: “The tools set to stand out in 2015 are products that make styling super easy and quick. Women are time-poor; they want products that can create the latest look without any hassle.”

The future
Homedics business development manager Krishna Oredsson believes time and money play an important role in shaping beauty innovation. “At-home beauty tools is definitely a category that is on the rise… Consumers are becoming more perceptive to the costs and time associated with having to undergo multiple salon visits. Products that will deliver professional looking results, a positive total cost of ownership and require less time input will continue the upward trend. Also, products that enhance their skincare, like microdermabrasion devices, ultrasonic cleansing brushes and skin care application systems, will continue to grow in the market and be popular with consumers,” says Oredsson.