The marriage of technology and beauty in Asia continues to experience healthy growth despite the overall beauty industry’s slowdown in the region during 2015. More informed beauty device purchasing decisions by consumers, thanks to a great number of online device reviews and education from marketers, helps strengthen trust in the market. Meanwhile, an avalanche of new product launches, from both local and foreign manufacturers, further solidifies strong sales growth in the Asian at-home beauty devices market, which increases by nearly 12% in 2015.
Within the region, Japan enjoys the highest double-digit growth driven by inbound tourism and local brands’ swift response to new foreign brands attracting consumers with competitive prices.
Laox, one of the more popular duty free electronic stores in Japan
Anti-aging devices are a major hit in 2015, and the category grows the fastest in Japan due to the market’s success with launching new products that are capable of switching between “hot” and “cool” modes to help tighten pores and refresh the skin. Two of the leading Japanese marketers of the anti-aging devices category launch these types of products, creating a buzz among consumers thanks to heavy in-store promotions and online marketing activities. Notable new launches in this product type include Hitachi’s Hada Crie CM-N3000 and Ya-Man’s Face V.
 Hitachi’s new anti-aging device, |
 Ya-Man’s anti-aging device, Face V |
Like Japan, the Chinese beauty devices market witnesses double-digit gains in 2015. The market benefits from the rising popularity of hair removal devices, which is the fastest growing category in the country in 2015. Silk’n holds the lion’s share of the market and launches four new products in the category. Other key players, including both local and foreign brands, also launch new hair removal products in 2015. Japan’s fastest growing category of anti-aging, devices is not the fastest growing category in China. Regardless, China’s anti-aging products also grow robustly by almost 20% in 2015 supported by the launch of compact devices targeting lines and wrinkles around the eyes from various marketers.
 Phio Esthe Eye Care (Tescom) |
 Youth Energy Booster Eyes (Talika) |
 Eye massager JY-1099 (Beautysay) |
South Korea registers significantly lower growth when compared to China and Japan as a result of the country’s focus on supplying device components to other parts of the world, as well as the educational gap on devices with South Korean consumers. Like China, hair removal is South Korea’s fastest growing category in 2015 and is supported by several new product introductions, increased distribution, and aggressive marketing strategies from the leading marketers, such as Silk’n and Tria, throughout the year. The country’s beauty devices market also continues to grow due to the new trend of multi-functional devices, which target anti-aging, cleaning, and acne skin concerns in one product.
BB Mask’s LED Mask is designed to target anti-aging, acne elimination, and hair regrowth
Each market in Asia is characterized by the popularity of different types of devices and that its market leaders and distribution nuances are greatly diversified, which one can learn about from the latest edition of our Beauty Devices: Global Market Analysis and Opportunities report.
For additional insights on the at-home beauty devices market in Asia, please refer to our Beauty Devices: Global Market Analysis and Opportunities report series, covering size and growth, drivers, competition, sales breakdown by skin concern, leading technology , and distribution channel, innovations and technological advancements, and forecasts for each of the following countries: China, Europe, Japan, South Korea, and the United States. New to this edition is the coverage of the booming hair regrowth devices, as well as an interactive database that will help you quickly sort and access the data you’re looking for.
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