Table of Contents
Executive Summary
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- Market and Competition
- Unfolding opportunities with big brands’ cultivation to the market
- Basic needs lead the market growth, but there is potential in high-end products
- Innovations allow consumers to better take care of their skin anytime and anywhere
- The consumer
- 64% are Device Believers or Trend Followers
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- Figure 1: Consumer segmentation based on their attitude towards beauty devices, July 2017
- Adoption starts from single functional devices
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- Figure 2: Beauty devices used at home in the past six months, July 2017
- Use of LED light therapy and eye care devices are limited, but potentials are ample
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- Figure 3: Beauty device usage and trial interest, July 2017
- Uncertainty about effectiveness is the biggest barrier to purchase
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- Figure 4: Reasons for not using a beauty device, July 2017
- Consumers want both experiencing the product and buying it conveniently
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- Figure 5: Purchase channel of beauty devices, July 2017
- Safety gets great attention too
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- Figure 6: Most important factors for buying beauty devices, July 2017
- Expert recommendations are important to 53% of buyers compared to only 39% in skincare
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- Figure 7: Beauty device purchase influencers, July 2017
- Strengths of beauty devices
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- Figure 8: Comparison with beauty services, July 2017
- What we think
Issues and Insights
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- Optimistic consumer attitudes towards high-end devices
- The facts
- The implications
- How to unlock the potential of non-users
- The facts
- The implications
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- Figure 9: Dyson blow dry hair bar, UK, 2017
- Competition vs beauty services
- The facts
- The implications
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- Figure 10: NanoTime Beauty elaborates the weaknesses of beauty services in its communication, 2017
- Figure 11: ZIIP product and app
Market and Competition – What You Need to Know
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- Small sector in BPC but expected to grow promisingly
- Opportunities for premiumisation
- Build a more reliable purchase channel
Market Size
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- A fledgling category in China with good momentums
Market Drivers
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- Product innovation shapes consumers knowledge about the industry
- KOLs let people get familiar with the industry
- Seeking shortcuts in beauty solutions
- Extreme weather requires better ways to keep skin healthy
- The anti-aging battle starts early
Market Segmentation
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- Six major segments
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- Figure 12: Value share, by segment, China, 2017
- Hydrating is the popular segment though value share is small
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- Figure 13: Typical devices in hydrating segment
- Cleaning as the basic need facilitates the segment
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- Figure 14: Typical devices in cleaning and purifying segment
- Multi-function and anti-aging segments benefit from premium price
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- Figure 15: Typical devices in multi-function segment
- Figure 16: Typical devices in anti-aging segment
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- Figure 17: Communication of at-home laser beauty device, China, 2017
Competitive Strategies
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- High-end brands are testing the market via cross-border e-commerce
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- Figure 18: ReFa product on Tmall, China, 2017
- Local brands are competing with cheaper alternatives
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- Figure 19: Kingdom and FOREO luna facial cleanser, China
- Limited edition hooks the new generation
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- Figure 20: FOREO and Clarisonic limited edition, China, 2017
Who’s Innovating?
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- Upgraded model with better efficiency
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- Figure 21: Iluminage youth activator, China, 2017
- Figure 22: Clarisonic smart profile uplift, China, 2017
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- Figure 23: Ya-Man HRF 11, China, 2017
- Targeting specific areas on face
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- Figure 24: FOREO Iris eye massager, China, 2016
- Figure 25: LightStim mini, China, 2015
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- Figure 26: Ulike eye beauty pen, China, 2017
- More skincare brands are tapping into the beauty device market
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- Figure 27: Neutrogena visibly clear light therapy acne mask, China, 2017
- Figure 28: SKII R.N.A Power Magnetic Kit, Singapore, 2017
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- Figure 29: Innisfree beauty cleaner, China, 2017
- Mini handy application is on the rise
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- Figure 30: Nurse Jamie beauty stamp and massage roller, US and UK, 2016
- Figure 31: Nurse Jamie and Belulu face massager, 2016
- Devices for lip plumping
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- Figure 32: pmd kiss lip plumping device
The Consumer – What You Need to Know
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- Identified four segments
- Demand for cleaning and hydrating decides the most popular devices
- Advanced technology represents future interests
- Uncertainty of effect as the biggest concern
- Offline channels are still of importance
- Benefits and safety are almost equally important
- Professionals’ words matter
- Advantages vs beauty services
Consumer Segmentation
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- Four types of consumers
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- Figure 33: Consumer segmentation based on their attitude towards beauty devices, July 2017
- Who are they?
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- Figure 34: Attitude towards beauty devices, % of strongly agree, by consumer segmentation, July 2017
- Early 20s are more realistic and practical about beauty devices
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- Figure 35: Age profile, by consumer segmentation, July 2017
- Opportunities in different price tiers
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- Figure 36: Monthly personal income, by consumer segmentation, July 2017
Product Usage
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- Single-function devices are adopted first
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- Figure 37: Beauty devices used at home in the past six months, July 2017
- 40-49-year-old women are not out of date
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- Figure 38: Beauty devices used at home in the past six months, by age, July 2017
- Bigger gap exists in using single functional benefit devices
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- Figure 39: Beauty devices used at home in the past six months, by consumer segmentation, July 2017
- Beauty without city boundary
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- Figure 40: Product usage repertoire, by city tier and region, July 2017
Interested Products
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- LED light therapy and eye care devices show the highest potential
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- Figure 41: Interested beauty devices, July 2017
- Eye care devices especially attract Realistic Beauty Pursuers
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- Figure 42: Interested beauty devices, by consumer segmentation, July 2017
- Young females are particularly interested in eye care and acne removal
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- Figure 43: Interested beauty devices, by age, July 2017
- Importance of having basic devices in the portfolio
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- Figure 44: Interested beauty devices, by monthly personal income, July 2017
Usage Barriers
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- Proven result is key
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- Figure 45: Reasons for not using a beauty device, July 2017
- Help customers to understand what their skin needs first
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- Figure 46: Guidance of product selection on ReFa website, 2017
- Find a way to demonstrate the value
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- Figure 47: NanoMix demonstration of high value for money, 2017
- Important to tell consumers official product purchase channels
Purchase Channels
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- Online vs offline: not an either-or question
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- Figure 48: Purchase channel of beauty devices, July 2017
- Why comprehensive online stores receive high mention
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- Figure 49: Top three factors influencing consumers to shop online, May 2017
- 20s are already looking at overseas channels
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- Figure 50: Purchase channel of beauty devices, by age, July 2017
- Lower tier cities’ citizens rely more on offline chain stores and comprehensive online stores
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- Figure 51: Purchase channel of beauty devices, by city tier, July 2017
Purchase Factors
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- Functional benefits and safety come first
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- Figure 52: Most important factors for buying beauty devices, July 2017
- Technology can make a good story
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- Figure 53: Most important factors for buying beauty devices, by consumer segmentation, July 2017
- How powerful is brands’ influence?
- Price is a key consideration for 20-24-year-olds
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- Figure 54: Most important factors for buying beauty devices, by age, July 2017
Purchase Influencers
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- The power of ‘friends circle’ (朋友圈)
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- Figure 55: Beauty device purchase influencers, July 2017
- Contrasting beliefs amongst different age groups
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- Figure 56: Beauty device purchase influencers, by age, July 2017
- Trend Followers follow more niche sources
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- Figure 57: Beauty device purchase influencers, by consumer segmentation, July 2017
Comparison with Beauty Services
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- Beauty devices as seen as more convenient and time-saving
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- Figure 58: Comparison with beauty services, July 2017
- Convenience as a key trigger for Device Believers
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- Figure 59: Comparison with beauty services, % of agreeing that beauty devices perform better, by consumer segmentation, July 2017
Meet the Mintropolitans
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- More Device Believers and Trend Followers
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- Figure 60: Consumer segmentation based on their attitude towards beauty services, by consumer classification, July 2017
- A higher interest in premium products
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- Figure 61: Product usage and interested products, by consumer classification, July 2017
- Overseas is an important channel especially for Mintropolitans
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- Figure 62: Purchase channel, by consumer classification, July 2017
- Brand matters more and price matters less
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- Figure 63: Purchase factors, July 2017
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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