To say that the 2020s are off to a tempestuous start is something of an understatement. The Covid-19 pandemic dealt a devastating blow to individuals and industries alike across the globe, with long lasting economic difficulties and in the UK, an ongoing cost of living crisis that is making a significant impact on consumers' habits and priorities when it comes to their beauty routines.
Amid these challenges, however, has emerged new opportunities, and one such category that has flourished is hair and beauty tools. As salons and services closed during lockdowns, consumers took beauty into their own hands. Today the sector is estimated to be worth more than US$70bn by 2030, according to a 2022 report by analyst Market Research Future, spanning products including (but not limited to) hairdryers, styling tools, hair removal tools, and skin care devices promising to remove acne, reduce cellulite and provide photo rejuvention therapy, among other benefits.
And it's proved to have staying power, with purchases of body devices alone estimated to have increased more than five times (512%) in the UK in the first quarter of 2022, compared with the same period in 2019, according to data from market analyst The NPD Group.
Frequently coming with a high price point, these devices often represent an investment for customers – and the onus is on brands and manufacturers to make sure it is rewarded, ensuring that items are sufficiently protected on their journey to reach the end consumer in pristine condition, while also delivering a premium unboxing experience.
However, with brands pledging to slash their environmental impact and consumers no longer prepared to tolerate excess waste, sustainable solutions are a must.
So how are manufacturers evolving their offerings to deliver the DIY salon experience in a sufficiently safe yet planet-friendly package?
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