It’s a sector that has long been ignored, but at-home devices are now enjoying their time in the sun. In 2011, worldwide consulting and research firm Kline & Company valued the US at-home skin care market at $1 billion at the retail level, predicting exceptional growth over the next five years. And Australia is set to be a part of it.
Dr Serene Lim, the Australian distributor of at-home skincare device SQOOM, knows first-hand the importance of achieving salon-quality results at home. Most women are busy; I’m really busy. I don’t have the time to go once a month to the salon – I’d rather do it at home in my own free time, when I’m relaxed and comfortable,” she explains.
The tools
SQOOM is one of a number of exciting tools to hit the Australian market in recent months. Brought over from Europe by Dr Lim, this world-first handheld anti-ageing device has been described as a needle-free DIY facelift. SQOOM offers five different programs using targeted gels, which are driven into the skin using the device’s ultrasound vibrations that separate the skin cells.
The product joins market leader Clarisonic in the face care device market. Initially developed as a pre-treatment by dermatologists, the product’s appeal pushed it towards a mass-market audience. Known for its power-cleansing abilities, Clarisonic now has the ability to deliver all-over body results with , which boasts the ability to smooth the décolleté, soften rough knees and elbows and remove chicken bumps” on the arms caused by keratosis pilaris.
For targeted acne treatment, Omnilux clear-U works to kill the key bacteria responsible for mild to moderate inflammatory acne. To be used at the first sign of an acne breakout, clear-U uses light-therapy technology based on narrowband light-emitting diodes, which work to kill bacteria and decrease inflammation.
Heated hair styling has also been given a makeover with new technology rolled out by Remington this year. The brand has introduced ceramic-infused technology to treat hair as it’s styled. We take a very porous ceramic and we infuse it with keratin, Moroccan Argan Oil or anti-frizz conditioners, which are then transferred into the hair.” Working in collaboration with Remington’s Smart Sensor technology, whereby heated tools adjust their temperature in response to hair’s health, it’s a new era in styling devices.
Nothing has got beauty editors as excited about feet as the recent launch of . An affordable alternative to salon pedicures, PediSmooth’s real point of difference is its unique roller action, which spins 360 degrees at 30 times per second to give salon-quality results without irritating or cutting the skin.
When it comes to hair removal, consumers are increasingly seeking permanent solutions, which is where Philips Lumea Precision comes in. The at-home hair-removal device mimics the IPL technology used in salons, applying gentle light pulses to the unwanted hair to produce heat that is transferred to the hair follicle.
The treatments
Hand-held devices aren’t the only way salon results can be achieved in the home, with many professional-standard products now available on a retail level. Rather than forking out for a facial, consumers are now spoilt for choice when it comes to achieving results. John Plunkett’s new-look Glyco Peel, for instance, is a salon-strength peel, containing 25 per cent glycolic acid in a buffered solution to minimise irritation. New skincare brand Centella offers a cleansing gel, face serum, camphor synergy and camphor mask, which combine to make a great, certified organic routine for treating acne.
For microdermabrasion in your own bathroom, Mary Kay’s best-selling is a two-part system that works using the power of Refine, an advanced exfoliator, and Replenish, a lightweight serum that soothes and nourishes the skin. For a treatment you could perform with your eyes closed, emerginC offers a similar treatment with its at-home Peel and Clarifying Pads.
For some consumers, the idea of extractions can spark fear in the mind. A slightly less daunting way of removing impurities from beneath the skin are , which can be a very effective alternative for the wary consumer. Time-poor consumers are increasingly reaching for face wipes (like the new QV Face that are launching this month) as a way to maintain those clean pores throughout the day.
Hair colour is one market that has long straddled the professional and retail markets. Known for its supermarket-shelf variety, has this month expanded into professional hair colour in Australia. Similarly, L'Oréal Paris offers both salon and retail colour, and this year celebrates the 40th anniversary of its Préférence range.
One game-changer to enter the Australian at-home hair colour category in the past year is . According to Claire Peak, senior brand manager for the John Frieda brands in Australia, When launched in the UK, Precision Foam Colour added 32 per cent new users to the home hair category, attracting women who’d previously only coloured at the salon. We hope to see a similar result in Australia, and initial sales indicate this may be the case.” Early regrowth will be a thing of the past with the introduction of Spilt Milk to the Australian market. Described as mineral make-up for the hair, it can be dusted onto roots for an instant colour refresh. For something more permanent, Nice’n Easy Root Touch-Up gives permanent coverage in 10 minutes.
Achieving salon-healthy hair is being made possible by Senscience, which has been formulated by Shiseido Laboratories. The brand’s Inner Restore Intensif is enriched with keratin, silk amino acids, panthenol and silicone to leave hair in a condition previously reserved for salon appointments.
And it’s not just the hair on your head that can be treated from home. Hair-colour enthusiasts can now keep their brow and lash colour up to date with their mane, thanks to , which offer no-smudge permanent colour that lasts up to six weeks.
Turning our attention to manicures, Nicole Holmes of summarises the trend well: It wasn’t long before consumers wanted gel manicures to be an even quicker process in the convenience of their own home.” ORLY responded with its smartGELS range, a salon-quality at-home gel manicure system that lasts around two weeks.
Always a popular at-home treatment, waxing has come a long way since the painful days of decades past. This month, Veet launched its , which features a self-heating applicator to ensure wax is warmed to the correct temperature every time.
Also launching this month is ’s Ready to Use Sensitive Wax Strips, which utilise a gentle, hypoallergenic salon formula. Applied on a softer fabric strip, they promise professional results without irritation.
For women that don’t like waxing, Andrea has formulated , which comes with a Skin Smoothing Crème formulated with jojoba oil, witch hazel and marigold extract to soothe and moisturise skin.