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Beauty Devices - China - October 2019

“Consumers no longer only adopt beauty devices as at-home versions of specific skin treatments or cosmetic surgeries. Nowadays, they are seeking beauty devices to cooperate with their skincare products and form an all-around solution to their skin problems. They place great trust in authentication and professionalism, and endeavouring in trying advanced technologies and beauty innovations. A deeper collaboration of beauty devices, skincare products, as well as technologies, is anticipated by the market, to provide additional effectivity and efficiency.”

- Anne Yin, Associate Research Analyst

This report will look at the following areas:

  • Beauty devices and skincare products go hand in hand
  • Build a trustworthy brand
  • Share a ride with cosmetic surgeries

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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 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

                                                                                    Beauty Devices - China - October 2019

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