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Beauty Devices - China - October 2019

OVERVIEW
What you need to know
Covered in this Report
Segmentation definition
Excluded
Subgroup definitions (by Monthly Personal Income)
EXECUTIVE SUMMARY
Market and competition
Rapid growing market heads towards RMB10 billion
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
Figure 2: Beauty devices used at home in the last six months, July 2019
Weekly usage is common for beauty devices
Figure 3: Usage frequency of different types of beauty devices, July 2019
Lifting and anti-aging appeal to over half of consumers
Figure 4: Functional benefits sought from beauty devices, July 2019
Functionalities surpass emotional benefits when adopting beauty devices
Figure 5: Reasons for using beauty devices, July 2019
Put trust in authentication and technology
Figure 6: Brand selection factors, July 2019
An alternative choice against salon and surgery
Figure 7: Attitudes towards beauty devices against salon and cosmetic surgeries, by product usage, July 2019
What we think
ISSUES AND INSIGHTS
Beauty devices and skincare products go hand in hand
The facts
The implications
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
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
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
Fast growing market heading towards RMB10 billion
MARKET DRIVERS
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
Figure 11: DOCO facial cleansing device and MeituSpa, China, 2019
MARKET SEGMENTATION
Six major segments
Figure 12: Value sales and CAGR of total beauty devices market and each segment, 2017-19
Figure 13: Value share of each segment in beauty devices market, 2017-19
Cleaning and purifying segment lifted by enthusiastic consumers
Figure 14: Examples of cleaning and purifying devices, China, 2019
Shaping and boosting segment aiding skincare products
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
Figure 16: Examples of anti-aging devices, China, 2019
Hydration segment lagged behind with limited trade up opportunity
Figure 17: Examples of portable sprayers with various layouts, China, 2019
Skin treatment segment valued as alternatives for professional services
Figure 18: Example of laser device, China, 2019
COMPETITIVE STRATEGIES
Sell with KOLs
Figure 19: Examples of co-branding with KOLs, China, 2019
Add fun to engage younger consumers
Figure 20: NuFace co-branded with Xiaoliuya, China, 2019
Cooperate with services and lead trial
Figure 21: Ydunvie and Newa at-home laser service, China, 2019
Figure 22: Ydunvie and Newa trials, China, 2019
Device targeting specific skin conditions
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’
Figure 24: ReFa collagen enrich drink, China, 2019
WHO’S INNOVATING?
Technology overview in the current market
Figure 25: Technologies commonly used in beauty devices, 2019
Technology innovations to provide different benefits
Figure 26: PLABEAU G4 plus Plasma Beauty Device, China, 2019
AI assisted customisation and electric beauty diary
Figure 27: Example of AI diagnosis in RF devices, China, 2019
Enhance effect of specific ingredient in skincare products
Figure 28: Example of beauty device targeting specific ingredients, China, 2018
Bring efficiency to specific beauty routine
Figure 29: Example of beauty devices targeting specific beauty routine, China and South Korea, 2018-19
Innovations to assure safety
Figure 30: Examples of beauty devices enhancing the safety feature, China, 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Basic needs are still hard to surpass
Figure 31: Beauty devices used at home in the last six months, July 2019
25-29 year olds are the most engaged group
Figure 32: Repertoire of beauty devices used at home in the last six months, by age, July 2019
Figure 33: Beauty devices used at home in the last six months, by age, July 2019
Device enthusiastic in lower tiers cities stands out
Figure 34: Beauty devices used at home in the last six months, by city tier, July 2019
USAGE FREQUENCY
One quarter of women use eye care devices nearly every day
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
Figure 36: Repertoire of beauty devices used at home in the last six months, by monthly personal income, July 2019
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
Over half of users want lifting
Figure 39: Functional benefits sought from beauty devices, July 2019
A combined device and skincare routine for mature women
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
Over half of adoption started from aiding skincare products
Figure 41: Reasons for using beauty devices, July 2019
Younger consumers sourcing desire from friends, family and KOLs
Figure 42: Reasons for using beauty devices, by age, July 2019
Prove the results for mature women
BRAND SELECTION FACTORS
Professionalism is sought most
Figure 43: Brand selection factors, July 2019
Value for money is important for all consumers
Figure 44: Brand selection factors – ‘is value for money’, by selected demographics, July 2019
Offline distribution matters for lower tier cities
Figure 45: Brand selection factors – ‘has offline stores’, by city tier, July 2019
Women aged 25-29 cautiously screening for a trustworthy brand
Figure 46: Brand selection factors, by age, July 2019
Hold skin tests to attract younger consumer
ATTITUDES TOWARDS BEAUTY DEVICES
Beauty devices invading salons and cosmetic surgeries
Figure 47: Attitudes towards beauty devices against salon and cosmetic surgeries, by product usage, July 2019
Side effects concern younger consumers
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
Figure 50: Attitudes towards innovations, by age and city tier, July 2019
MEET THE MINTROPOLITANS
Mintropolitans demand devices that repair skin
Figure 51: Difference in functional benefits sought from beauty devices between Mintropolitans and Non-Mintropolitans (as benchmark), July 2019
Mintropolitans care more about functionality
Figure 52: Difference in reasons for using beauty devices between Mintropolitans and Non-Mintropolitans (as benchmark), July 2019
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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