Multinationals trigger big competition in the Asian beauty devices market

The increased movement in the market has come about from multinationals entering the bigger market places, which include China, Korea, Japan and Thailand, according to Kline’s latest report on the category, Beauty Devices: Global Market Analysis and Opportunities.

This has led to a state of flux for domestic beauty device makers throughout Asia, with a number of players coming out on top, and some brands almost disappearing from retail channels.

Asian devices market shows signs of maturing​

Multinationals have been particularly successful in both China and South Korea, where brands such as Refa (MTG), Clarisonic from L’Oreal, and Clinique from Estee Lauder are carving out significant shares of the market.

Likewise, there has also been a significant division in the adoption of different types of devices worldwide, with consumers in Asia and Europe opting for cleansing functions, whereas in the US and to a lesser extent in Europe, anti-ageing has proved more popular.

Look out for LED masks​

LED light masks are also starting to make their mark in the beauty world and analysts at market researcher Kline Group believe this could be the start of a new trend.

Developed by La Lumière, it has been launched under the IlluMask name as a wearable LED light mask. According to Kline, it comes in anti-aging and anti-acne varieties and priced at US$29.95, it is well placed to gain traction in the mass market, worldwide.

Most brands have traditionally worked on more expensive options, which has potentially excluded them from making a significant impact in the all-important mass market, with brands such asTRIA’s Age-Defying Laser and Skin Smoothing Laser by Illuminage Beauty contributing to double-digit growth in the category.

Premium and mass market device categories emerge​

As the category matures, there is definite evidence that it is maturing into a more segmented market, with specific price points to target varying consumer needs.

“With price points at two ends of the spectrum from under $30 to over $500, new companies jumping on the beauty devices bandwagon, and existing brands expanding their portfolio beyond cleansing and hair removal, this market has evolved into a very competitive place for manufacturers,”​ said Karen Doskow, director at Kline’s Consumer Products Practice.

“With a wider range of prices and product choices, it has also become much more accessible to a larger consumer base.”​

The at-home beauty devices market has been showing significant growth, albeit from a small base, for some years now, but new technologies are pushing the boundaries of portability and possibilities for the category.

Globally, Kline says the beauty device category grew by 14% last year, driven mainly by the faster paced economies in the Asia Pacific, but interest is also being sparked in the US and Europe, on the back of the success of activity trackers such as Fitbit.