The beauty instrument market is becoming more and more lively. On July 3, a reporter from Beijing Business Daily learned from the relevant person in charge of L'Oreal China that L'Oreal's high-end beauty brand Lancôme launched its first home beauty device. In fact, not only L'Oreal, but also , Procter & Gamble, , Shiseido, and Huaxizi have also entered the game. According to industry insiders, as the demand for home beauty products continues to increase, beauty brands hope to get a piece of the pie by entering the track.
vying to enter the market
Lancôme Pure Beauty Dual Optical Skin Tightening Device is the first home beauty device launched by Lancôme. According to the relevant person in charge of L'Oreal China, Lancôme's facial tightening device uses LED light therapy to rejuvenate and soften the skin, which can care for the skin and reduce fine lines and wrinkles. It is understood that the research and development of this beauty instrument took seven years, and the LED technology and ingredients adopt L'Oreal's exclusive technology.
"At present, Lancôme's facial tightening device is only an exhibit at Viva Tech and has not been officially launched yet." said the relevant person in charge of L'Oreal China.
Although Lancôme’s first home beauty device has not yet been officially launched, the track of beauty devices is already booming. Public data shows that from January 2021 to May 2022, a total of 12 local beauty device brands received investment. In May 2022 alone, four beauty device brands have completed financing, namely YOUNGMAY, Hua Fanxi, PINYAN and Zhongmeike Bio.
There are also many beauty companies like L'Oreal entering the beauty device track. In 2020, Procter & Gamble launched a beauty device called "OPTE AI Makeup Device"; in early 2021, Shiseido Group joined hands with and to launch the technological anti-aging brand EFFECTIM; in May 2022, Huaxizi's parent company Yi Ge Group has also entered the beauty device track and launched the skin anti-aging beauty device "OGP Time Skin". Xu Xiongjun, a strategic positioning expert at
and founder of Jiude Positioning Consulting Company, said that due to the epidemic, the traditional skin care products and beauty cosmetics industries have been greatly affected. With the epidemic recurring, companies need to find new ways to find new competitiveness. In addition, with the development of convenience and refinement of home beauty devices, consumer acceptance has gradually increased, and the consumer market has also expanded. According to data from
, in the past two years, the compound annual growth rate of the beauty device market is 28%, while the compound annual growth rate of the beauty and skin care market is 24%. In the first half of 2022, the overall growth of the beauty and skin care categories was weak, but beauty devices were one of the high-growth tracks. Data from this year’s “6·18” e-commerce festival showed that the transaction volume of radio frequency beauty devices increased by 200% year-on-year.
"Large companies have entered the beauty device track out of competition. The future consumption trend of consumers is the combination of technology and products. Not only beauty products, instruments will play an important role." Wu Daiqi, CEO of Shenzhen Siqisheng Company added.
Competition is fierce
The competition in the home beauty device market is not small.
public data shows that the domestic facial beauty device market size will reach 11.18 billion yuan in 2021. By 2026, my country's household beauty device market is expected to exceed 20 billion yuan.
In the rapidly growing market, some professional beauty device brands occupy a certain market share. "6·18" transaction data shows that in the category of beauty and body equipment, Yameng and Chupu ranked first, second and third respectively, and domestic professional beauty equipment brands Amiro and USMILE ranked among the top five. At the same time, the four major brands of Yameng, Chupu, Zeus and amiro accounted for 95% of the market share.
Xu Xiongjun said that in the current beauty device market, brands such as Chupu, Zeus, and Yameng occupy a certain dominant position, and there is a certain squeeze on new beauty device brands launched by beauty companies such as L'Oreal and Shiseido. Especially for beauty companies, updating the layout of beauty devices is not as convenient as promoting beauty products.
From the current point of view, the performance of beauty companies in the beauty device track is somewhat unsatisfactory. A reporter from Beijing Business Daily learned that the OPTE AI facial makeup device launched by P&G is currently only sold in overseas flagship stores. There are a total of 3 products on sale in the store, and the highest-selling product has 11 people paying for it. Shiseido's Bright Light beauty instrument is now on normal sale. There are many beauty instrument products on sale in the brand's flagship store, and the highest-selling product has 82 people paying for it.
In Xu Xiongjun’s view, as a traditional beauty company, there are big differences in R&D technology, consumption patterns, and concepts. For these companies, the most important thing is to overcome the difficulty of technology research and development before they can consider the market's acceptance of the brand.
It is understood that since 2015, international beauty device brands such as Yameng, Refa, Panasonic , and Chupu have entered the Chinese market. After years of development, they have gradually been accepted by consumers and opened up the market.
Wu Daiqi said that in the beauty device market many years ago, consumer awareness had not been fully awakened. With the entry and development of some foreign beauty device brands, the market has gradually opened up. Based on this, some big brands have introduced new products into the market and increased their promotion efforts, which is conducive to the gradual growth of the market. Of course, success depends on how much money the company invests in promotion and research and development, and whether it has innovative and effective products.
Supervision is tightening
In addition to intensifying market competition, domestic supervision of beauty devices has also become a test for new entrants. According to data from
, in less than ten years of development of the home beauty device market, there have been more than 80,000 companies in the industry, with many brands entering the industry. There are a lot of false propaganda and uneven products in the industry.
my country’s supervision of home beauty devices is also becoming increasingly strict.
In 2013, The State Food and Drug Administration issued "Document No. 31" to provide a basic definition of skin beauty devices; in 2019, new standards for household skin beauty devices were implemented in China, which refined the requirements for safety, noise, electromagnetic compatibility, etc. Assessment standards; in January 2021, group standards for home beauty devices were introduced; in March 2022, the State Food and Drug Administration issued an announcement to adjust part of the " medical device classification catalog " stating that by April 2024, radio frequency beauty devices The instrument will be included in the management of Class III medical devices . Class III medical devices are the highest level of medical devices, which also means that such products will be subject to more stringent supervision.
Xu Xiongjun said that the increasingly strict supervision means that the industry is more likely to be reshuffled, and the beauty device industry will gradually move toward healthy development, which will clear up a certain amount of market chaos for the entry of many new brands. If companies such as L'Oréal and Procter & Gamble can change their concept of beauty products, increase investment in research and development, carry out precise positioning, and integrate online and offline products, they may improve the unsatisfactory situation of beauty devices entering the market to a certain extent.
Beijing Business Daily reporter Zhang Junhua
