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Trends can be difficult to track in the wellness world. But one of the trends that’s been gaining traction lately is the expansion of his luxury skincare treatments, both in spas and at home.
The beauty industry continues to evolve in new ways, as countless companies introduce at-home skin care devices and spas curate increasingly luxurious services with more comprehensive pricing, but who’s buying? Civic Science tracked these emerging trends and examined the data to better understand the ideal skin care consumer in 2024.?
home skin care equipment
New home skin care devices such as NuFace, Solawave, and Skin Gym are constantly coming onto the market. These devices use microcurrent or LED light for a variety of purposes, including improving fine lines and wrinkles and increasing collagen. , prevents breakouts. Data shows that 18% of U.S. adults now own a microcurrent or LED device in their home. Half of them plan to buy another device. Additionally, 9% of respondents do not yet own a home skin care device, but plan to do so in the future.
And while many at-home skin care devices often boast anti-aging benefits, Gen Zers are the most likely to have purchased them and be interested in purchasing them. I’m an adult. Among non-owners, young Millennials have shown the most interest in trying out one of these devices.
Take our survey: Do you use microcurrent or LED light devices for home skin treatments?
facial spa
Of course, household products are just one part of skin care. Facial spas are another emerging model of providing treatments. This includes membership-based chains like his Glowbar and FaceGym, which offer skin care treatments at more affordable prices than other high-end spas. These companies promote the importance of regular facials to combat the signs of aging, rather than relying solely on injections like Botox and fillers.
When it comes to members-only facial spas, data from Civic Science shows that 8% of U.S. adults have tried them, while 14% plan to try them. And, perhaps surprisingly, men are twice as likely as women to have already tried these.
Given that skin care treatments can reach astronomical heights, this type of membership spa service is often promoted as an accessible option for those on a budget. The data supports this, showing that respondents with an annual income of $50,000 or less are highly interested in trying these services (16% want to try them). At the same time, it also shows that people with higher disposable income are most likely to find it attractive and take advantage of it. I’ve already tried it.
At-home vs. spa skin treatment
But when you really think about it, is there a clear winner between spas and at-home facials? There are many ways to answer this question, and new data looks at frequency of visits.
Currently, 12% of U.S. adults get a facial or other skin treatment at a spa at least once a month, and 26% do the same at home. So, while the two serve different needs, it’s clear that the world of home skin care devices is full of eager potential customers who want to experience more than just superficial changes. .
Join the conversation: How often do you seek beauty services from a professional?
However, spas aren’t going away any time soon. They are of particular interest to men, with more men receiving weekly spa facials than women, and women more likely to perform facial treatments at home. Therefore, it is clear that there is room for growth in the market for spa services and home skin care equipment for women and men.
With this in mind, the days when luxurious skin care was reserved for the ultra-wealthy seem to be moving further into the rearview mirror. Instead, today’s skin care market is expanding to include both at-home and spa treatments to bring in new consumers who may have been left out of the skin care conversation in past decades: middle-income earners and men. We are actively trying to expand.
Discover a wealth of consumer beauty insights with a deep dive into the industry with the CivicScience Beauty Buyer Report. If you would like to learn more about how CivicScience’s solutions can give our clients an edge over their competitors, please contact us.
