This is because the younger population in the region are viewed as the ultimate ‘beauty junkies’, a new report claims.
In general, penetration was relatively low for device usage; but overall, it was well above average in China where beauty devices are used by nearly 60% of respondents to the study.
When asked about seeking professional treatments from a physician, beauty institute, or aesthetician, women in China indexed the highest, with almost six in ten saying they did, compared to less than one-quarter from the UK, Germany, or Japan.
Skin care concerns
It also asked women to rate their most important skin care concerns, such as ageing, moisturization, acne, and excess hair, and how they view devices in dealing with these concerns.
While the vast majority of women surveyed said that ageing is their number one concern, a very low percentage of them actually use devices to help reduce the issue, signaling an opportunity for device marketers and marketers of topical products.
Kline also states that most women cited the internet as the most common source for investigating both how to treat their skin care concerns and for information on which at-home beauty devices are best for their needs.
The market analyst says that education and building greater awareness of device benefits is vital for category growth, and it is here that the opportunity lies, as women are receptive to learning about devices that could help them treat their skin care concerns.
Opportunity
“An enormous opportunity exists to market skin care devices to women,” says Kline. “They may follow the same marketing techniques as facial skin care products that use clinical trials, before and after photos, testimonials, and promotions to market their products.”
Since Kline’s study also reveals that the greatest incentive to try an at-home device is by receiving it as a gift, a huge opportunity exists for positioning at-home devices for gift-giving with increased marketing efforts during the prime gift-giving holidays.
The research queried women from six markets: China, Japan, France, Germany, the UK, and the United States on their beauty device usage, as well as their attitudes on ageing and where they go for advice on products.