Pro-​level devices is a hot market: beauty behemoth Coty recently acquired GHD (the Australian maker of straighteners beloved by the red-​carpet set) for around $510 million, and sites like Amazon now offer hundreds of tools typically found in a day spa or dermatologist’s office, from electronic blackhead removers to “diamond tip” microdermabrasion wands. Electric beauty tools have come a very long way in the past decade. In the Wall Street Journal, Dana Wood describes five that live up to their promise.

Beauty gadgets aren’t new, but experts like New York dermatologist Dendy Engelman consider the recent wave of products more effective than its predecessors. “There have been so many advances in at-​home devices over the past decade,” said Dr. Engelman. “I’ve seen significant wrinkle reduction and skin tightening in patients who commit to some of the newer devices.”

These beauty devices are uber important to the ever-​present selfie-​taking audience. It would behoove retailers to tout their beauty wares to the selfie lovers. The latest AudienceSCAN survey found 17.3% of U.S. adults have used a smartphone or tablet to take a selfie and post it to social media in the past 6 months.

The Device Squad: Five Must-​Have Beauty Gadgets.

"Blend Smart is designed for the less makeup-​proficient user. The tool is meant to mimic the wrist action of a professional makeup artist. It can be tricky to resist the urge to control this tool yourself as it’s a dead-​ringer for a regular brush. But once I let it take over, it resulted in a nearly flawless finish.
Other airbrush tools require proprietary “pods” and product. With the Blend Smart, you can use your favorite products. It’s also far less messy."

That perfectly blended make-​up will definitely appeal to Selfie Takers. According to the most recent AudienceSCAN research, 48.9% of Selfie Takers want to buy things that make them feel "attractive," and 18.3% want to feel "sophisticated."

"Gliding over a layer of gooey conducting gel, the Ziip sends jolts of electricity to skin’s lower layers, in theory stimulating production of the coenzyme adenosine triphosphate, thus revving up sluggish skin cells. Peppy cells equal youthful firmness. Cassandra Grey, the 39-​year-​old founder of beauty e‑commerce site Violet Grey, not only stocks Ziip Beauty’s device, she also uses it “religiously” at least three times a week. “You can look 10 years younger without having to leave the house,” she said. Through the Ziip Beauty app, you can download specialized “cocktails” to your device to target specific issues like puffiness and dark under-​eye circles or breakouts."

Selfie Takers will be sure to share their dewy skin results: 52% share good experiences on social media, according to AudienceSCAN data. And they're likely to praise the product and retailer on the blogs they write/​read. Selfie Takers are 68% more likely than average consumers to read blogs every day.

"Along with dead skin, the Dermaflash eliminates peach fuzz, bane of women the world over. It’s based on the medi-​spa treatment “dermaplaning,” or manual scraping with a scalpel. For safety, and to prevent irritation, each single-​use “edge” is wrapped in mesh that makes nicks a nonissue. After chasing the beauty unicorn of “luminosity” for much of my adult life, the search is over. I literally glow after my weekly sessions."

This could appeal to the 23.3% of Selfie Takers who plan to pay for facial or other day spa services this year, according to AudienceSCAN research.

"The antimicrobial silicon nubs of Foreo’s Issa are meant to reduce gum erosion and bacteria buildup. While other electric brushes oscillate, the MoMA-​worthy gizmo pulsates at eight speeds. The big idea? Gentle pulsing is easier on soft tissue. New York cosmetic dentist Marc Lowenberg considers Issa one of the biggest leaps forward in teeth cleaning since the Sonicare: “Pulsation effectively breaks up tartar and removes plaque.” Dr. Lowenberg also likes the soft nubs and comfy ergonomic head, which could encourage longer brushing times. Brush heads have to be changed just once a year, instead of every three months."

Selfie Takers need the best smile possible. The AudienceSCAN study revealed 16% of them plan to pay for teeth whitening procedures this year too.

"The InStyler both curls and straightens, and is easy to use. The uber-​iron features a rotating barrel and “floating” plate so you don’t wind up with strand-​damaging hot spots and wonky crimps. It also swivels right and left at the click of a button. I just bought a second one after my original conked out after 10 years. When there’s no time for a proper blowout, it delivers almost as much polish at warp speed. It shuts off automatically after 45 minutes, a boon if you have plugged-​in-​product anxiety."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.