Category report: Beauty on the go

Braun Satin HairElectronic beauty devices are on the rise, as consumers look to re-create the spa experience in the comfort of their own homes. Simone Hellyer takes a look at what’s available and whether these products can improve the performance of the electronics category in travel retail

Beauty, health and wellbeing is big business with more people than ever indulging in salon and spa treatments. The travel industry has not been blind to this trend, with spa’s and blow dry bars popping up in airports to give weary travellers a welcome spruce up after a long flight. However, much as I’m sure we would like to, most of us do not have the time or money to indulge in luxury beauty treatments on a regular basis.

Luckily, there is a new breed of beauty electronics, catchily known as ‘beautytronics’, on the market which promise to help re-create the spa experience in the comfort of your own home or hotel room.

Manufacturer Lifetrons believes that the electronics category in travel retail needs shaking up and thinks that beautytronics will help to do just that.

The Cutisonic face brush was launched into travel retail by Newthing in Cannes last year

The Cutisonic face brush was launched into travel retail by Newthing in Cannes last year

As Lifetrons outlines: “The problem with tech and electronics such as speakers and chargers is that the market is flooded with these products already. The peak of these products has passed and it is time for brands to innovate, or else the category will continue to under-perform.”

The solution, according to Lifetrons, is to develop useful products for travellers and consumers that are on trend. As such the company has dedicated a whole range to beauty and personal care solutuons called Beauté that promises to restore the skin’s natural beauty as well as provide the holy grail of the beauty industry – delaying the ageing process.

“Beauté is all about being comfortable in your own skin. That’s why we strive to design scientific proven and innovative beauty tools for a skin revolution – to turn back time and restore your skin’s natural healthy glow.

“Everyone wants to look young and people love using beauty devices in the comfort of their own home, skipping the expensive visits for facials and other beauty clinic treatments,” the company says.

Beauty is skin deep

With skincare products becoming more like scientific formulas these days, it is no longer good enough to simply wash your face with soap and water. As such, facial cleansing devices have become one of the most popular beautytronic devices in the domestic market and are increasingly available in the travel retail channel. The Cutisonic facial cleanser was introduced to the travel retail industry by distributor company Newthing at TFWA Cannes last year. Unlike most electronic facial cleansers, Cutisonic has no rotating brushes. By using sonic waves instead, it is designed to be gentler on skin and avoid irritation caused by “over-exfoliation”. The brush’s dual mode means it can also be used to apply make-up.

“Cutisonic is a perfect travel product – small and compact, ultra-light and with a massive six-month battery life when used daily, so will last for many business and social trips with no need to charge. Additionally, Cutisonic has a cover cap to provide both protection and hygiene when travelling,” explains Newthing head of sales Martyn Westbury.

Lifetrons' Beauté range makes use of light therapy and radio frequency technology

Lifetrons’ Beauté range makes use of light therapy and radio frequency technology

Mainstay of the electronics category, Braun has combined the two biggest-selling devices in beautytronics, hair removal and facial cleansing, into one product that is small enough to slip discreetly into your carry-on bag. The Braun FaceSpa lets you enjoy up to six treatments with one device – with a simple switch of attachments. Users can both remove facial hair by the root with the facial epilator and cleanse skin with the facial brush. According to Braun, the FaceSpa exfoliation brush works six times better than manual cleansing. “During your daily cleansing routine it gently exfoliates and refines your skin. And it is the perfect preparation for your skin to absorb your creams and moisturisers better,” the company promises.

It also comes with a skin Vitalizing Pad attachment that aims to provide a gentle facial massage to stimulate the blood circulation and help to improve skin appearance.

Lifetrons’ Beauté range also focuses heavily on devices with multiple functions: “We offer a full range of beauty devices to address all types of skin problems such as acne, sensitive skin, dry skin and wrinkles. We also offer many products with multiple functions, meaning you get more out of your device than just one type of treatment.”

For the full article click here to read the January e-edition.