Sales of at-home beauty devices continue to boom globally due to the increasing awareness and popularity of multi-functional devices among consumers, growing prominence of the direct sales distribution channel, improved products, and an increasing number of alliances between beauty marketers and technology companies to introduce new devices.
The at-home beauty devices market grows globally by nearly 20%, but Asia is leading the way with the highest growth of over 36% in 2013, driven by China’s current stellar growth. Part of this superior performance is caused by the introduction of new products, the entry of Clarisonic during 2013, and overall strong performances from brands like Silk’n, Galvanic Spa and TRIA.
According to our recently completed consumer research on at-home beauty devices usage for the Beauty Devices: Global Market Brief research, all signs point to China as being the most opportunistic market for beauty device manufacturers, as well as for brands that address a myriad of beauty issues. While penetration of device usage globally is relatively low, it is well above the average in China where beauty devices are used by nearly 60% of respondents.
Notably, the Chinese professional skin care market does not appear to be threatened by these non-invasive forms of at-home skin care that mimic results that were once only achieved in doctors’ practices and spas. Indeed, the Chinese professional skin care market is remaining encouragingly resilient despite global economic uncertainties – cue exciting new product launches and the increasing disposable income of Chinese consumers for this vigor. Consequently, China has emerged as the world’s largest professional skin care market. Moreover, the greater affluence of the Chinese consumer is seeing a tendency to favor foreign brands which are perceived as being of higher quality. Despite the cachet of foreign brands, local brand such as Talika and SKG still claim over 80% of the market.
The newest edition of the industry’s longest-running report series on the professional skin care market examines emerging opportunities in two freshly prominent markets located in Southeast Asia – Thailand and Indonesia. Both markets are growing at double-digit rates in 2013. Due to medical tourism in Indonesia, there are opportunities for medical care provider brands to create a favorable environment for both foreign, well-known brands, as well as smaller, local ones. Indonesia is still dominated by local brands, such as Natasha and Erha. Through its strong spas channel, Thailand offers many foreign brands, such as Dermalogica, Elemis, and Thalgo.
Grab a few more insights and talk to our expert, Zach Ferrara, as he will also be presenting on this topic at the upcoming Cosmoprof Asia event. Seminar registration and details coming soon at www.cosmoprof-asia.com
By Zach Ferrara
Senior Consultant, Kline & Company (美国柯莱恩)