Beauty Store Business magazine - December, 2019

Poshly Report: Consumers Crave Experiential Beauty

Beauty experiences are trumping beauty products, for the consumer, according to a new report from beauty-consumer insights company Poshly. In its recently released “Special Report on Beauty Services,” prepared for CEW and released July 2016, Poshly highlighted the Top 7 trending beauty services.

1. Skin Laundry—It is described as an “easy-access, no-downtime skincare service that averages about $40-$60 per treatment. The 10-minute laser facial uses a YAG laser and Intense Pulsed Light. The combined effort is said to remove dirt and bacteria, minimize oil production, stimulate collagen production, reduce inflammation, soothe broken capillaries and polish the skin surface. The procedure is also used by both men and women. As reported: 4% of consumers have heard of the service and tried it, while 19% have heard of it but have not tried it.

2. CoolSculpt—This fat reduction treatment is nonsurgical and noninvasive. It focuses on targeted areas of fat, particularly “smaller and stubborn areas of fat,” using a fat-freezing technique. With minimal to no downtime, the treatment lasts a few hours and is said to be mildly painful and uncomfortable. As reported: 50% of beauty consumers want to try CoolSculpting.

3. Brow Tinting—Through this procedure, eyebrow hairs are dyed in about 20 minutes, allowing the brows to stand out more prominently without makeup application. As reported: 8% of consumers have professionally tinted their eyebrows, and 30% want to try it.

4. Eyelash Extensions—This service requires professionals to apply individual eye lashes during a treatment that can take an hour or two and cost anywhere from $100-$500, with lashes lasting about three to four weeks. As reported: 12% of consumers have tried professional lash extensions—of these, 23% use synthetic lashes, followed by 18% who use mink lashes. Fifty-four percent typically opt for a full set of lashes, while 15% do a half-set, and 31% get only a few individual lashes. Consumers are split almost 50-50 when it comes to using mascara with eyelash extensions; but 78% say there is no need for false eyelashes when they have lash extensions.

5. Laser Hair Removal—This procedure is used by both men and women and uses pulses of laser light to destroy hair follicles, effectively removing unwanted hair. Consumers pay anywhere from $150-$2,000, depending the size of the treatment area, and require three to six sessions to be effectively hair free. As reported: 6% of consumers have used at-home laser removal devices, with 38% saying they want to use them.

6. Cryotherapy
—Described as a health and beauty treatment that has been used by athletes for years, this procedure uses sub-zero temperatures, as low as -160 Fahrenheit, to reduce inflammation and pain, to support anti-aging and general detoxification, and to provide overall body health. As reported: 5% of beauty consumers have tried the treatment, though 30% have expressed interest in it.

7. Infrared Sauna—For this treatment, consumers are seeking the infrared technology, which is supposed to be able to impact deeper layers of the skin, helping eliminate toxins, stimulate weight loss and aid collagen and skin tone. As reported: 7% of consumers use infrared saunas; 24% express an interest in the service.

[Image courtesy of Poshly]