Beauty Devices China

China Registers Spectacular Sales Growth, Driving Global Beauty Devices Market Upward

Of the five key markets examined in our freshly published Beauty Devices: Global Market Analysis and Opportunities report, China delivers a true standout performance, registering stellar growth of 71% in 2017. From the powerful Internet channel to the keen marketing program and pricing behind Foreo, the beauty devices market in China is driven by a variety of forces. Sales through the Internet have more than doubled in one year only and now account for just under 60% of total market sales. Some of the prominent e-commerce sites driving this growth include Taobao.com, Tmall, JD.com, Xiaohongshu, and VIP.com

What makes China such a dynamic playground?

  • The use of artificial intelligence and data analysis to customize at-home beauty solutions is becoming the new norm, especially in the Asian markets.
  • Mobile applications or intelligence cloud services to personalize treatments based on consumers’ needs of marketers such as Foreo, SKG, iHelmet and TriPollar.
  • Magnetics beauty devices introduced by Olay and SK-II.

Olay’s Magnetic Infuser tool is bundled with its Rejuvenating Jar Mask

Olay’s Magnetic Infuser tool is bundled with its Rejuvenating Jar Mask

The SK-II R.N.A.POWER Magnetic Kit

The SK-II R.N.A.POWER Magnetic Kit

  • Celebrity endorsements continue to be another top marketing priority for brands in China.
  • The use of RF (radio frequency) technology is enhanced in new launches, such as the TriPollar STOP, NEWA Plus, and Ya-Man HRF-10T Pro.

TriPollar STOP

TriPollar STOP

NEWA Plus

NEWA Plus

  • Neutrogena’s entrance into the market with its Fine Fairness Light Mask for the hyperpigmentation skin care concern.
Neutrogena Fine Fairness Light Mask

Neutrogena Fine Fairness Light Mask

Other Asian countries analyzed in our study also add up to the strong double-digits sales growth of the region. South Korea and Japan continue to gain sales, driven by a growing consumer demand as a result of increased awareness and the positive image and strong reputation that at-home beauty devices are enjoying among consumers. While MTG is a strong performer in Japan, Foreo, NuFace, and ReFa helped drives sales in South Korea in 2017.

Outside Asia, Europe continues to be an opportunistic region for beauty devices, experiencing a slight slowdown in growth primarily impacted by an influx of inexpensive no-name Asian brands. Sales within the region differ from country to country, with Nordic countries, South-eastern, and Eastern European countries continuing to develop and grow, albeit from a small base and offering a good opportunity for future development. However, mature and developed markets, such as the UK, Germany, and France, are showing signs of fatigue.

After a sluggish 2016, the U.S. at-home beauty devices market rebounded in 2017, primarily due to strong growth in the acne category, spearheaded by Johnson & Johnson’s Neutrogena brand.

Our just-published Beauty Devices: Global Market Analysis and Opportunities sheds light on the latest dynamics and innovations in the industry through individual, in-depth market reports and a powerful online interactive database with sales breakdowns for 2012 through 2017 by market, company, brand, distribution channel, skin care concern, and technology. If you’d like to see a sample or to schedule a database demonstration, please contact our team.

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