In Asia, beauty devices are more popular than ever, according to market research firm Kline & Co.
The firm, which has just published a study called “Beauty Devices: Global Market Analysis and Opportunities” examining the beauty markets of China, Japan and South Korea, has found that Asia’s sales growth in the category vastly outpaces that of the U.S. and Europe. The category rose 29 percent in 2014 in the region, Kline said.
“Each market in Asia carries its own nuances,” said Prashant Sharma, project manager for the report series at Kline. “In terms of sales of devices by skin-care concern, the differences are dramatic, with antiaging being a key concern in South Korea, cleansing in China and hair removal in Japan. With the entrance of new global players to these markets and the introduction of a variety of new products, this landscape is changing. For example, the cleansing segment in South Korea nearly tripled in size in 2014. The changes are remarkable and vary from one region to another.”
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Many of these popular tools, especially in China, target facial skin care.
New product launches are plentiful throughout the region, helping to fuel overall sales growth. A large number of the newly launched devices in China target skin cleansing. In China, Kingdom, a leading local brand, launched a heat-based cleansing device in spring 2014. In Japan, MTG launched its new ReFa Active and began selling on home shopping channels in South Korea, while Ya-Man expanded its portfolio by launching new devices targeting hair removal and antiaging. In South Korea, Philips introduced its first cleansing device for men, called VisaPure Men, in 2014. AmorePacific introduced MakeON cleansing products in South Korea, and Dr.Ci:Labo launched the antiaging device Sonic Lift Special in Japan. In South Korea, local companies such as Eyesel Creative and Pobling are selling at lower-end price segment to target younger consumers, such as students.
As well, beauty device brands begin launching topical skin-care products to sell together with devices, Sharma pointed out.
Distribution has also widened for tools, including fitness facilities and TV shopping channels.
Sharma noted that in China many global marketers are expanding their distribution into prestige outlets, where sales grow at the highest rate among all channels, by almost 60 percent in 2014. Local marketers often opt for partnering with Tmall.com or Lotte.com, key online platforms in China and South Korea.