A powerful facial cleansing brush took the China market by storm at the beginning of 2019. Xiaomi introduced its new DOCO Sonic Intelligent Face Brush in a crowdfunding campaign on its Youpin website, positioning the product as a secret present of its fans. Shaped like donut, the facial cleansing brush became a huge hit.
Facial cleansers are the first step in a basic skin care routine. Therefore, they appeal to a broad set of consumers and are less susceptible to seasonality. Despite their growing popularity, facial cleansers also face the challenge of rising competition and substitutes and fickle young consumers.
Chinese consumers have been eager to experiment with new facial cleansing and skin care technologies. In 2018, the sales volume of skin and body care devices on g.taobao.com rose by as much as 56%. During the same time, online searches for high-tech skincare solutions quadrupled year-on-year.
Data from Euromonitor International indicates that the past 2 years of face brush and personal care device sales in China rose 11% and 8% respectively. Face brush sales alone are expected to grow from RMB 2.24 billion in 2018 to RMB 8.26 billion in 2020.
FOREO, a Swedish beauty device manufacturer, launched Fofo, the world’s most intelligent and compact beauty device. The AI-powered intelligent face brush machine learning and customization built into its software. By testing the skin, the brush analyzes skin age and skin condition. Based on skin hydration levels, the brush can segment skin areas and develop personalized skin treatments for the user.
Xiaomi’s DOCO Sonic Face brush uses dual-power micro-vibration technology which improves its cleansing ability and removes make-up more carefully and effectively.
FOREO LUNA has received a steady stream of positive reviews in the skin care industry since its launch. To help LUNA clean the skin more effectively, FOREO has recently introduced its Micro-Foam Cleanser. The cleanser creates small air bubbles to clean in a gentle, skin-friendly way with minimal irritation.
Elta MD Foaming Facial Cleanser topped the best selling new product list in 2018 on jd.hk. The facial cleaner chalked up more than 160,000 positive user reviews within the first year of its launch on jd.hk. Shiseido Elixir, Freeplus, and other facial cleansers with amino acids have also cashed in on rising demand for amino acid-based facial products.
Amino acids are weakly acidic with ph levels close to those of human skin, so they cause minimal irritation for even the most sensitive skin. Their powerful skin cleansing benefits have also made the popular among China’s top skincare bloggers.
Exfoliation has become an increasingly popular approach for deep cleansing. Regular exfoliation helps consumers capture the greatest benefits from their facial masks and serums. 2019 Pinterest keyword data reflects the growing popularity of exfoliation solutions. For example, online search volume for “gentle exfoliation products” has increased 58%.
Male consumers are playing an increasingly important role in China’s skin care market. Taobao sells 200 million facial cleaners each year. A growing number of buyers are men. According to recent research, most men prioritize oil control over hydration and moisturizing when choosing facial cleaners. Men also purchase blackhead removal products.
Baidu data also indicates men’s growing interest in skincare products. Men’s basic skin care products accounted for 23% of category searches. Searches for facial cleansing products represent 92%. These rising demands are attracting a growing number of brands to the male segment of the facial cleansing market.