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Beauty Devices Hot for The Holidays

Electronically-powered beauty tools like cleansing brushes are shining this year as standout holiday sales drivers.

NEW YORK — Beauty devices are emerging as a bright spot in holiday gift sales. Energized by that success, marketers are powering up launches for 2016.

Devices are expected to achieve global sales of $10.7 billion by 2018, according to a study from Transparency Market Research.

Driving sales is a desire for at-home pampering coupled with what consumers said is the ease of use. Karen Grant, global beauty analyst for the NPD Group, said the current momentum could help encourage more users.

“There’s a lot of positive buzz around skin-care devices, and a loyalty that exists among consumers who use them, which makes it an opportune time for brands and manufacturers to focus on growing the market among non-users,” suggested Grant.

Kohl’s, Target and Ulta Beauty executives recently singled out devices as outperforming many beauty categories. Among the popular sellers this year is an exclusive Mia Pink Clarisonic set at Ulta Beauty retailing for $99, as well as the Tria Hair Removal Laser at several retailers. Also, Pureo Deep Clear Facial Cleansing Brush, a popular item in Europe and Australia, is now available in the U.S. In the hair-growth segment, one buyer pointed to interest in the Hairmax LaserBand 82. There’s also industry interest in what’s next for Lumiere, the maker of illuMask, which received a $20 million investment from Johnson & Johnson last year (and is temporarily off the market).

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Meanwhile, men are the latest target for power cleansers with L’Oreal offering the Clarisonic Alpha Fit Cleansing System for Men and Estée Lauder adding a Clinique for Men Sonic System Deep Cleaning item.

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Early next year, Renew Labs will debut Sonulase, a cleansing brush adding the collagen stimulation properties of red light. Also the brush builds in the antibacterial benefits of UV light to keep the brush sanitary. The company said this is its first in a line of “intelligent” brushes poised for launch in 2016. Best known for serving the professional market, Renew launched its first at home devices six years ago, a home microdermabrasion product called Crystalift

Cleansing brushes appear to be the consumer’s entry into devices, but all segments are showing growth. Research from Kline & Co. indicates cleansing brushes lead the U.S. market with 41 percent of sales, followed by hair removal and then anti-aging devices. The best-selling beauty device by far is the Clarisonic with 30 percent of the total market share in 2014.