Table of Contents
Executive Summary
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- COVID-19 has temporarily impacted spending on beauty devices
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on the beauty device market, November 2020
- Market and competition
- Continued fast growth but at a slower rate than previous years
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- Figure 2: Total value sales of China beauty devices market, 2019-20
- Segments landscape changing
- Severe competition in proving efficacy and safety
- The consumer
- Increase in repertoire but facial cleansing devices losing younger women
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- Figure 3: Usage of beauty devices, August 2020
- Price lower ranked as a barrier than uncertainty about efficacy
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- Figure 4: Reasons for not using, August 2020
- Total upgrade desired by sophisticated users
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- Figure 5: Features worth paying more for, August 2020
- Users and non-users look for similar skin benefits in next purchase
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- Figure 6: Skin problem to tackle with beauty device, August 2020
- Broad awareness of beauty technologies among users and non-users
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- Figure 7: Usage and knowledge of beauty technologies, August 2020
- EMS and RF are more associated with being effective and high-tech
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- Figure 8: Correspondence analysis – perceptions of different beauty devices, August 2020
- What we think
Issues and Insights
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- EMS and RF will continue to prevail but safety essential
- The facts
- The implications
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- Figure 9: Example of shock prevention EMS device, China, 2020
- Total function upgrade demanded
- The facts
- The implications
- Laser treatment demanded but needs to go mild before taking off
- The facts
- The implications
Market and Competition – Key Takeaways
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- A fast-growing market despite interruptions from COVID-19
- Not all segments enjoying fast growth
- Competition mainly focused on efficacy and safety
Market Size
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- Another year of quick expansion despite COVID-19
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- Figure 10: Total value sales of China beauty devices market, 2019-20
- Lockdown period boosted usage frequency due to altered beauty priorities
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- Figure 11: Change in usage of facial skincare products, June 2020
- Purchases are hindered due to financial impacts
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- Figure 12: Female financial situation and confidence, by monthly personal income level, March-November 2020
Market Segmentation
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- Fast-growing market saw significant differences among segments
- Boosting and anti-aging segment enjoys remarkable growth
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- Figure 13: Example devices from shaping and boosting segment, China, 2020
- Figure 14: Examples of domestic brands including RF for premiumisation, China, 2020
- Eyecare segment continues to grow by extending popular facial devices
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- Figure 15: Example devices from eyecare segment, China, 2020
- Cleaning and purifying saw challenge from mildness
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- Figure 16: Example devices from cleaning and purifying segment, China, 2020
- Trendy new products sustained positive growth for hydration segment
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- Figure 17: Example devices from hydration segment, China, 2020
- LED therapy devices cannibalised and laser devices not yet taking off
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- Figure 18: Example devices from skin treatment segment, China, 2020
Market Factors
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- Investment in beauty is rigid
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- Figure 19: Consumers’ spending change on beauty products, China, March-November 2020
- Function-driven consumers trust beauty technologies
- Popularity of beauty services could fuel device demand too
- Domestic brands expand and lower the price of advanced devices
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- Figure 20: Examples of domestic beauty devices with RF, China, 2020
- Safety problems start to expose inferior offerings
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- Figure 21: CCTV Caijing reported safety problems of popular beauty devices, China, 2020
Competitive Strategies
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- Compete over efficacy
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- Figure 22: Examples of brand efforts to ensure efficacy, China, 2020
- Compete over safety
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- Figure 23: Examples of brand efforts to communicate safety, China, 2020s
- Facilitate smooth usage experience
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- Figure 24: Examples of brand efforts to improving usage experience, China, 2020
- Utilise design to differentiate
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- Figure 25: Examples of beauty devices with novel designs, China, 2020
Launch Activity and Innovation
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- Mature brands extending lines to cover whole skincare routine
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- Figure 26: Examples of mature brands extending device lines, China, 2020
- Popular brands expanding territory across sectors amid intense rivalry
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- Figure 27: Examples of popular brands expanding across sectors, China, 2020
- Ultrasound knife at-home introduced
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- Figure 28: Example of at-home ultrasonic knife devices, China, 2020
- Include more skin areas
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- Figure 29: Examples of devices usable for multiple body areas, China, 2020
- Targeted application more precise and reduces irritation
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- Figure 30: P&G OPTE pigmentation removal laser device, China, 2020
- Reduce friction to target sensitive skin
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- Figure 31: Example of smooth head cleansing device, China, 2020
- Alter material to ease concerns
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- Figure 32: Example of devices with patented glass head, China, 2020
- Features for temperature safety are increasing
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- Figure 33: Examples of beauty devices with enhanced sensor features, China, 2020
The Consumer – Key Takeaways
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- Younger women now have a different entry-level device
- Prove efficacy to attract non-users
- Trade up towards more benefits, safety, and suitability
- Treatments for pores and eye area skin attract future purchases
- Tech-aware consumers drive more detail in functional stories
- RF, EMS, and ionic infusion will continue to go mainstream
Usage of Beauty Devices
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- Consumers increase device repertoire
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- Figure 34: Usage of beauty devices, August 2020
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- Figure 35: Change in usage of beauty devices, tier one cities, 2019 vs 2020 (as benchmark)
- Nearly half remain non-users but have potential
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- Figure 36: Attitudes towards facial treatment at home or salon, August 2020
- Limited gaps among different demographic groups
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- Figure 37: Non-users of beauty devices – ‘I have not used beauty devices in the last 6 months’, by selected demographics, August 2020
- Figure 38: Usage of beauty devices, repertoire, selected demographics, August 2020
- Massage devices become the most used item for women 18-24
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- Figure 39: Usage of beauty devices, by age, August 2020
Reasons for Not Using
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- Proving effectiveness still prioritised
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- Figure 40: Reasons for not using, August 2020
- Convert doubters through mainstream beauty services
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- Figure 41: Effectiveness doubters’ attitudes towards beauty technologies and beauty services, August 2020
- High price is lower ranked as a barrier
- Pair with skincare products to attract young women
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- Figure 42: Reasons for not using, by age, August 2020
Features Worth Paying More for
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- Multi-functional, safety and suitability trigger the greatest trade-up intention
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- Figure 43: Features worth paying more for, August 2020
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- Figure 44: Features worth paying more for – TURF analysis, August 2020
- Sophisticated users are keener investors in upgrades
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- Figure 45: Features worth paying more for, by types of beauty devices used in the last six months, August 2020
- Younger women are less patient in usage and trust credentials more
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- Figure 46: Features worth paying more for, by age, August 2020
Skin Problems to Tackle
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- Pore treatment worth attention
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- Figure 47: Skin problem to tackle with beauty device, August 2020
- Targeted treatment for eyes as well
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- Figure 48: Consumers with different skin issues and their desire to tackle with beauty device, August 2020
- Two fifths are interested in preventing aging with beauty devices…
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- Figure 49: Consumers’ demand in tackling different skin issues with beauty devices and their current situation regarding each skin issue, August 2020
- …but women aged 18-24 are the exception
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- Figure 50: Skin problem to tackle with beauty device, by age, August 2020
Usage and Knowledge of Beauty Technologies
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- Two fifths of consumers need more technology education
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- Figure 51: Usage and knowledge of beauty technologies, August 2020
- Advanced devices could also be included when targeting new users
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- Figure 52: Knowledge of beauty technologies – know of (net), by beauty device usage, August 2020
Perceptions of Beauty Devices
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- Build high-tech, effective, and trendy devices in combination
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- Figure 53: Perceptions of beauty devices, August 2020
- Figure 54: Correspondence analysis – perceptions of different beauty devices, August 2020
- Add mildness to at-home laser therapy devices
- Devices combining LED could replace standalone LED devices
Appendix – Beauty Technologies and Benefits in Beauty Devices
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- Figure 55: Technologies commonly used in beauty devices, 2020
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Appendix –Methodology and Abbreviations
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- Consumer research methodology
- Abbreviations
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