Table of Contents
Executive Summary
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- Market and competition
- Rapid growing market heads towards RMB10 billion
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- Figure 1: Value sales and CAGR of total beauty devices market and each segment, 2017-19
- Brands compete for consumers’ attention
- Innovations mostly happening to assist a more engaging usage
- The consumer
- Over half of female respondents have used beauty devices at home
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- Figure 2: Beauty devices used at home in the last six months, July 2019
- Weekly usage is common for beauty devices
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- Figure 3: Usage frequency of different types of beauty devices, July 2019
- Lifting and anti-aging appeal to over half of consumers
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- Figure 4: Functional benefits sought from beauty devices, July 2019
- Functionalities surpass emotional benefits when adopting beauty devices
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- Figure 5: Reasons for using beauty devices, July 2019
- Put trust in authentication and technology
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- Figure 6: Brand selection factors, July 2019
- An alternative choice against salon and surgery
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- Figure 7: Attitudes towards beauty devices against salon and cosmetic surgeries, by product usage, July 2019
- What we think
Issues and Insights
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- Beauty devices and skincare products go hand in hand
- The facts
- The implications
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- Figure 8: Examples of beauty devices paired to top selling skincare products, China, 2019
- Build a trustworthy brand
- The facts
- The implications
- Share a ride with cosmetic surgeries
- The facts
- The implications
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- Figure 9: Examples of brands communicating in cosmetic surgery terminologies, China, 2019
- Figure 10: Examples of beauty devices with higher energy intensity, China, 2019
Market and Competition – What You Need to Know
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- A RMB10 billion market with promising future
- Expanding consumer base and adoption of technologies drive growth
- Shaping and boosting segment under the spotlight
- Brands working on attracting attention and trials
- Innovations to assist a smarter, safer, more efficient and targeted usage
Market Size
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- Fast growing market heading towards RMB10 billion
Market Drivers
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- Flourishing with evolving technology
- Pairing with skincare products to maximise effect
- Engaging channels to convince consumers and aid sales
- Polarising price offerings
- Rich brand library
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- Figure 11: DOCO facial cleansing device and MeituSpa, China, 2019
Market Segmentation
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- Six major segments
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- Figure 12: Value sales and CAGR of total beauty devices market and each segment, 2017-19
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- Figure 13: Value share of each segment in beauty devices market, 2017-19
- Cleaning and purifying segment lifted by enthusiastic consumers
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- Figure 14: Examples of cleaning and purifying devices, China, 2019
- Shaping and boosting segment aiding skincare products
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- Figure 15: Examples of domestic shaping and boosting devices at various price levels, China, 2019
- Anti-aging segment sees more budget brands coming while dominated by high priced ones
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- Figure 16: Examples of anti-aging devices, China, 2019
- Hydration segment lagged behind with limited trade up opportunity
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- Figure 17: Examples of portable sprayers with various layouts, China, 2019
- Skin treatment segment valued as alternatives for professional services
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- Figure 18: Example of laser device, China, 2019
Competitive Strategies
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- Sell with KOLs
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- Figure 19: Examples of co-branding with KOLs, China, 2019
- Add fun to engage younger consumers
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- Figure 20: NuFace co-branded with Xiaoliuya, China, 2019
- Cooperate with services and lead trial
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- Figure 21: Ydunvie and Newa at-home laser service, China, 2019
- Figure 22: Ydunvie and Newa trials, China, 2019
- Device targeting specific skin conditions
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- Figure 23: Example of YA-MAN 11T communicating the benefits for oil and acne troubled skins, China, 2019
- Brand extension to assist ‘beauty from within’
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- Figure 24: ReFa collagen enrich drink, China, 2019
Who’s Innovating?
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- Technology overview in the current market
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- Figure 25: Technologies commonly used in beauty devices, 2019
- Technology innovations to provide different benefits
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- Figure 26: PLABEAU G4 plus Plasma Beauty Device, China, 2019
- AI assisted customisation and electric beauty diary
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- Figure 27: Example of AI diagnosis in RF devices, China, 2019
- Enhance effect of specific ingredient in skincare products
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- Figure 28: Example of beauty device targeting specific ingredients, China, 2018
- Bring efficiency to specific beauty routine
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- Figure 29: Example of beauty devices targeting specific beauty routine, China and South Korea, 2018-19
- Innovations to assure safety
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- Figure 30: Examples of beauty devices enhancing the safety feature, China, 2019
The Consumer – What You Need to Know
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- Consumers from lower tier cities are also enthusiastic about advanced devices
- Majority of beauty devices are used every week
- Cooperation of beauty device and skincare products
- Rational mature consumers demanding proof
- Authentication and technology highlighted when selecting brand
- Preference for beauty devices over salons and cosmetic surgery
Product Usage
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- Basic needs are still hard to surpass
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- Figure 31: Beauty devices used at home in the last six months, July 2019
- 25-29 year olds are the most engaged group
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- Figure 32: Repertoire of beauty devices used at home in the last six months, by age, July 2019
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- Figure 33: Beauty devices used at home in the last six months, by age, July 2019
- Device enthusiastic in lower tiers cities stands out
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- Figure 34: Beauty devices used at home in the last six months, by city tier, July 2019
Usage Frequency
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- One quarter of women use eye care devices nearly every day
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- Figure 35: Usage frequency of different types of beauty devices, July 2019
- LED light therapy and at-home laser beauty devices have high vacancy rates
- High earners buy more and use more frequently
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- Figure 36: Repertoire of beauty devices used at home in the last six months, by monthly personal income, July 2019
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- Figure 37: Usage frequency of selected types of beauty devices, by monthly personal income, July 2019
- Figure 38: Belik N1 Anti-aging Device, China, 2019
Functional Benefits Sought
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- Over half of users want lifting
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- Figure 39: Functional benefits sought from beauty devices, July 2019
- A combined device and skincare routine for mature women
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- Figure 40: Functional benefits sought from beauty devices, by age, July 2019
- Alter anti-aging claims to seize younger women
Reasons for Using Beauty Devices
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- Over half of adoption started from aiding skincare products
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- Figure 41: Reasons for using beauty devices, July 2019
- Younger consumers sourcing desire from friends, family and KOLs
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- Figure 42: Reasons for using beauty devices, by age, July 2019
- Prove the results for mature women
Brand Selection Factors
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- Professionalism is sought most
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- Figure 43: Brand selection factors, July 2019
- Value for money is important for all consumers
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- Figure 44: Brand selection factors – ‘is value for money’, by selected demographics, July 2019
- Offline distribution matters for lower tier cities
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- Figure 45: Brand selection factors – ‘has offline stores’, by city tier, July 2019
- Women aged 25-29 cautiously screening for a trustworthy brand
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- Figure 46: Brand selection factors, by age, July 2019
- Hold skin tests to attract younger consumer
Attitudes towards Beauty Devices
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- Beauty devices invading salons and cosmetic surgeries
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- Figure 47: Attitudes towards beauty devices against salon and cosmetic surgeries, by product usage, July 2019
- Side effects concern younger consumers
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- Figure 48: Attitudes towards long-term usage and side effects, by product usage, July 2019
- Figure 49: Attitudes towards side effects – ‘using beauty devices over long periods may cause side effects on skin’, by age and product usage, July 2019
- Adventurous mature women
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- Figure 50: Attitudes towards innovations, by age and city tier, July 2019
Meet the Mintropolitans
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- Mintropolitans demand devices that repair skin
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- Figure 51: Difference in functional benefits sought from beauty devices between Mintropolitans and Non-Mintropolitans (as benchmark), July 2019
- Mintropolitans care more about functionality
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- Figure 52: Difference in reasons for using beauty devices between Mintropolitans and Non-Mintropolitans (as benchmark), July 2019
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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