Interesting story in the Beijing Business Daily, translated by google below, angled around the Spot Pen launch looking at the growth in the market for beauty devices
Smart technology into a new shortcut for cosmetics giants
With the development of technologies such as digitization, 3D printing, and genetic testing, the introduction of smart technology has become a new direction for the innovation of cosmetic giant products.
Recently, SK-II launched a black technology instrument "Light and Spotted Essence Pen". With the continuous breakdown of consumer demand, cosmetics giants are not only exerting strength on products, but also constantly adding smart technology.
In addition to SK-II, L'Oréal also acquired Canada's AR beauty company ModiFace last year, focusing on 3D virtual makeup, color and skin diagnostics. Shiseido also acquired AI startup Giaran in recent years, with the intention of further upgrading its personalized custom beauty service and experience.
Beauty equipment incorporating new technologies has become the main direction of the cosmetics giants. Recently, SK-II has exclusively sold the SK-II Essence Spotted Essence Pen at the Shilla Duty Free Shop at Singapore Changi Airport.
According to the official website of Singapore Changi Airport, the essence pen was sold at Changi Airport for the first time from February 11 to 28, 2019. The price was 190 SGD (about 950 RMB), which is now out of stock.
It is reported that SK-II pen fights against hidden spots and help resist new spots.
The customized version of the beauty instrument launched by the cosmetics group and its own skin care products further promoted the development of “scientific skin care”.
In fact, before the launch of the Essence Spotlight Essence Pen, SK-II has introduced a magnetic microseismic introduction instrument that uses three magnetic technologies to match the use of its own eye cream products to help the eye cream ingredients penetrate deeply into the skin.
In addition to SK-II, there are a number of cosmetic brands that have launched complementary beauty equipment for their own products.
For example, L'Oreal's enzyme eye essence product comes with a special triple elastic ice massage bead, which can help increase the absorption rate of the essence.
OLAY has also introduced a compact, translucent magnetic induction mask. The official introduction said that magnetic field physics technology is adopted.
By matching the magnetic induction device which is assembled by 1000D micron magnetic particles through 3D precision, it can generate specific magnetic mutual repulsion with the active component of the mask, without current vibration, directly push the essence deep skin.
According to the "2018 China Beauty Instrument Market Consumption Trend Report", the average monthly sales of the Tmall Taobao beauty equipment market from October 2017 to October 2018 was nearly 600 million yuan, of which the contribution of cleaning and beauty tools was nearly 60% of the market share, beauty aid tools accounted for nearly 20%.
In the competition
Under the trend of consumption upgrading, consumers' demand for cosmetics has become more and more subdivided, and cosmetics giants have also added high-end product lines.
In addition to traditional skin care products, high-end technology products have become a new force. At the beginning of 2019, the Japanese Kao Group, which has brands such as Yurun, Fu Lifangsi and Kanebo, publicly stated that it will launch customized skin care products based on genetic information this year.
For the combination of high technology and skin care, Tmall Beauty makeup general manager Gumai said in an interview with reporters that with beauty brands, beauty instruments can grow 5-10 times in the future.
In the fierce market competition, the cosmetics giants, in addition to continuing to focus on the original product development, the early deployment of high-tech products is clearly the key to break through.
Shiseido has previously acquired AI (Artificial Intelligence) startup Giaran, and also launched the personalized custom skin care system Optune last year.
Amore Pacific has also launched a 3D printing mask that scans the consumer's face and uses a 3D printer to create a mask based on the three-dimensional image. The L'Oréal Group acquired Canada's AR beauty company ModiFace last year, focusing on 3D virtual makeup, color and skin diagnostics.
Jiang Xiaofeng, a brand marketing expert, believes that the outbreak of smart technology skin care products needs to be based on the prerequisites of technological progress.
The application of smart technology in skin care has made new breakthroughs. For example, the technical thresholds of genetic testing and digitization in the past are high and expensive, and it is difficult to apply it in the skin care field in large quantities and accurately, but now it has been greatly improved.
Some high-tech functional products can already achieve precise skin care, and customize different products by detecting different skin characteristics.
In addition, with the popularity of the mobile Internet, the connection between consumers and cosmetics brands is also changing.
High-tech products can also become a connecting tool between enterprises and users. Through more comprehensive understanding of consumers through changes in behavioral data, changes in frequency of use, and consumer portraits, they can create more effective interactions and connections with consumers. Accurate marketing.
Popularization takes time
Although the giants have tried to combine high-end skin care products with technology and beauty, and accelerated digital innovation and transformation through frequent acquisitions, various beauty instruments are still in the water testing stage, and there is still a certain distance from the popularization.
This aspect is mainly restricted by the level of science and technology. On the other hand, most consumers have not yet formed the skin care habits of equipment technology other than chemical skin care such as traditional water cream.
Jiang Xiaofeng said that from the perspective of brand marketing, major cosmetics giants are trying to explore technology skin care, which may not directly bring about performance growth, and the growth rate will not be fast, but this is a strategic advance layout that can attract More attention is paid to high-income people with higher education.
Japanese experts also believe that technology skin care is a new potential growth direction for cosmetic brands. Especially for large enterprises, they tend to lay out some potential areas in advance and faster.
They are afraid to miss a certain one. Brand or opportunity. Perhaps the areas that have been laid out in advance have not experienced large growth for some time, but they must predict and prepare in advance to avoid the possibility of being overtaken by other big groups.
Summer believes that although the current market size of technology skin care is not very large, but with the continuous breakthrough of technology, if it can really solve some skin problems, the future is likely to spread to the mass market, Like the facewash, electric toothbrush and other products that are becoming more and more popular nowadays.
OBJ Price at posting:
2.0¢ Sentiment: Buy Disclosure: Held
(20min delay)