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Consumer Attitudes towards Beauty Devices - China - November 2017

“Credibility is particularly important in beauty device market. It highlights the key areas to pay attention to – proved result, safety assurance, reliable purchase channel and believable recommendation from people they know or from professionals. Having said this, the prudent attitude is unlikely to dampen consumers’ willingness of following trend and trying new things.”
– Jessica Jin, Associate Director of Research

This report looks at the following areas:

  • Optimistic consumer attitudes towards high-end devices
  • How to unlock the potential of non-users
  • Competition vs beauty services

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Segmentation Definition
          • Excluded
            • Subgroup definitions (by Monthly Household Income)
              • Subgroup definitions (by Monthly Personal Income)
              • Executive Summary

                  • 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
                              • Figure 1: Consumer segmentation based on their attitude towards beauty devices, July 2017
                            • Adoption starts from single functional devices
                              • 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
                              • Figure 3: Beauty device usage and trial interest, July 2017
                            • Uncertainty about effectiveness is the biggest barrier to purchase
                              • Figure 4: Reasons for not using a beauty device, July 2017
                            • Consumers want both experiencing the product and buying it conveniently
                              • Figure 5: Purchase channel of beauty devices, July 2017
                            • Safety gets great attention too
                              • 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
                              • Figure 7: Beauty device purchase influencers, July 2017
                            • Strengths of beauty devices
                              • Figure 8: Comparison with beauty services, July 2017
                            • What we think
                            • Issues and Insights

                              • Optimistic consumer attitudes towards high-end devices
                                • The facts
                                  • The implications
                                    • How to unlock the potential of non-users
                                      • The facts
                                        • The implications
                                          • Figure 9: Dyson blow dry hair bar, UK, 2017
                                        • Competition vs beauty services
                                          • The facts
                                            • The implications
                                              • 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

                                            • Small sector in BPC but expected to grow promisingly
                                              • Opportunities for premiumisation
                                                • Build a more reliable purchase channel
                                                • Market Size

                                                  • A fledgling category in China with good momentums
                                                  • Market Drivers

                                                    • 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

                                                              • Six major segments
                                                                • Figure 12: Value share, by segment, China, 2017
                                                              • Hydrating is the popular segment though value share is small
                                                                • Figure 13: Typical devices in hydrating segment
                                                              • Cleaning as the basic need facilitates the segment
                                                                • Figure 14: Typical devices in cleaning and purifying segment
                                                              • Multi-function and anti-aging segments benefit from premium price
                                                                • Figure 15: Typical devices in multi-function segment
                                                                • Figure 16: Typical devices in anti-aging segment
                                                                • Figure 17: Communication of at-home laser beauty device, China, 2017
                                                            • Competitive Strategies

                                                              • High-end brands are testing the market via cross-border e-commerce
                                                                • Figure 18: ReFa product on Tmall, China, 2017
                                                              • Local brands are competing with cheaper alternatives
                                                                • Figure 19: Kingdom and FOREO luna facial cleanser, China
                                                              • Limited edition hooks the new generation
                                                                • Figure 20: FOREO and Clarisonic limited edition, China, 2017
                                                            • Who’s Innovating?

                                                                • Upgraded model with better efficiency
                                                                  • Figure 21: Iluminage youth activator, China, 2017
                                                                  • Figure 22: Clarisonic smart profile uplift, China, 2017
                                                                  • Figure 23: Ya-Man HRF 11, China, 2017
                                                                • Targeting specific areas on face
                                                                  • Figure 24: FOREO Iris eye massager, China, 2016
                                                                  • Figure 25: LightStim mini, China, 2015
                                                                  • Figure 26: Ulike eye beauty pen, China, 2017
                                                                • More skincare brands are tapping into the beauty device market
                                                                  • Figure 27: Neutrogena visibly clear light therapy acne mask, China, 2017
                                                                  • Figure 28: SKII R.N.A Power Magnetic Kit, Singapore, 2017
                                                                  • Figure 29: Innisfree beauty cleaner, China, 2017
                                                                • Mini handy application is on the rise
                                                                  • 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
                                                                  • Figure 32: pmd kiss lip plumping device
                                                              • The Consumer – What You Need to Know

                                                                • 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

                                                                                • Four types of consumers
                                                                                  • Figure 33: Consumer segmentation based on their attitude towards beauty devices, July 2017
                                                                                • Who are they?
                                                                                    • Figure 34: Attitude towards beauty devices, % of strongly agree, by consumer segmentation, July 2017
                                                                                  • Early 20s are more realistic and practical about beauty devices
                                                                                      • Figure 35: Age profile, by consumer segmentation, July 2017
                                                                                    • Opportunities in different price tiers
                                                                                        • Figure 36: Monthly personal income, by consumer segmentation, July 2017
                                                                                    • Product Usage

                                                                                      • Single-function devices are adopted first
                                                                                        • Figure 37: Beauty devices used at home in the past six months, July 2017
                                                                                      • 40-49-year-old women are not out of date
                                                                                        • 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
                                                                                        • Figure 39: Beauty devices used at home in the past six months, by consumer segmentation, July 2017
                                                                                      • Beauty without city boundary
                                                                                        • Figure 40: Product usage repertoire, by city tier and region, July 2017
                                                                                    • Interested Products

                                                                                      • LED light therapy and eye care devices show the highest potential
                                                                                        • Figure 41: Interested beauty devices, July 2017
                                                                                      • Eye care devices especially attract Realistic Beauty Pursuers
                                                                                        • Figure 42: Interested beauty devices, by consumer segmentation, July 2017
                                                                                      • Young females are particularly interested in eye care and acne removal
                                                                                        • Figure 43: Interested beauty devices, by age, July 2017
                                                                                      • Importance of having basic devices in the portfolio
                                                                                        • Figure 44: Interested beauty devices, by monthly personal income, July 2017
                                                                                    • Usage Barriers

                                                                                      • Proven result is key
                                                                                        • Figure 45: Reasons for not using a beauty device, July 2017
                                                                                      • Help customers to understand what their skin needs first
                                                                                        • Figure 46: Guidance of product selection on ReFa website, 2017
                                                                                      • Find a way to demonstrate the value
                                                                                        • Figure 47: NanoMix demonstration of high value for money, 2017
                                                                                      • Important to tell consumers official product purchase channels
                                                                                      • Purchase Channels

                                                                                        • Online vs offline: not an either-or question
                                                                                          • Figure 48: Purchase channel of beauty devices, July 2017
                                                                                        • Why comprehensive online stores receive high mention
                                                                                          • Figure 49: Top three factors influencing consumers to shop online, May 2017
                                                                                        • 20s are already looking at overseas channels
                                                                                          • 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
                                                                                          • Figure 51: Purchase channel of beauty devices, by city tier, July 2017
                                                                                      • Purchase Factors

                                                                                        • Functional benefits and safety come first
                                                                                          • Figure 52: Most important factors for buying beauty devices, July 2017
                                                                                        • Technology can make a good story
                                                                                          • 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
                                                                                            • Figure 54: Most important factors for buying beauty devices, by age, July 2017
                                                                                        • Purchase Influencers

                                                                                          • The power of ‘friends circle’ (朋友圈)
                                                                                            • Figure 55: Beauty device purchase influencers, July 2017
                                                                                          • Contrasting beliefs amongst different age groups
                                                                                            • Figure 56: Beauty device purchase influencers, by age, July 2017
                                                                                          • Trend Followers follow more niche sources
                                                                                            • Figure 57: Beauty device purchase influencers, by consumer segmentation, July 2017
                                                                                        • Comparison with Beauty Services

                                                                                          • Beauty devices as seen as more convenient and time-saving
                                                                                            • Figure 58: Comparison with beauty services, July 2017
                                                                                          • Convenience as a key trigger for Device Believers
                                                                                            • Figure 59: Comparison with beauty services, % of agreeing that beauty devices perform better, by consumer segmentation, July 2017
                                                                                        • Meet the Mintropolitans

                                                                                          • More Device Believers and Trend Followers
                                                                                            • Figure 60: Consumer segmentation based on their attitude towards beauty services, by consumer classification, July 2017
                                                                                          • A higher interest in premium products
                                                                                            • Figure 61: Product usage and interested products, by consumer classification, July 2017
                                                                                          • Overseas is an important channel especially for Mintropolitans
                                                                                            • Figure 62: Purchase channel, by consumer classification, July 2017
                                                                                          • Brand matters more and price matters less
                                                                                            • Figure 63: Purchase factors, July 2017
                                                                                        • Appendix – Methodology and Abbreviations

                                                                                          • Methodology
                                                                                            • Abbreviations

                                                                                            Consumer Attitudes towards Beauty Devices - China - November 2017

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