If women over 25 years old do not take care of their skin, wrinkles will come up to the face. This is an argument that has been constantly mentioned in countless beauty salon doctors, beauty bloggers, and skincare experiences. The opposite of this sentence is that aging is a problem that a woman fears to face.

If you are afraid, you have to resist. Women's beauty is a "good" business in various senses. You can see how big the market for skincare products and cosmetics is. Li Jiaqi, who just brought 10.6 billion in goods on the first day of the Double Eleven pre-sale, set up a new era in women's beautifying.

Worry about appearance?

What kind of story is the beauty instrument? Many people attribute its enthusiasm to facial anxiety.

In 2013, the "artificial facial cleansing device" represented by Coléli and Foreo first entered the Chinese market, and it was from then that facial cleansing device became popular on a large scale. In 2015, the micro-current and radiofrequency massage devices represented by the Japanese Yameng brand and ReFa became popular. Domestic beauty instrument brands also began to sprout from this time.

"Facial anxiety can only summarize one phenomenon, but cannot summarize the whole picture."

"This is a change in lifestyle brought about by cognition. Think about it, people in the past would only pat Dabao cream on the face. Now most of us use a variety of different products to care their skin, like facial cleansers, eye cream, water, milk, essence, day cream, night cream, etc. People want to be better, no one wants to be worse."

Heart of beauty in everyone. "Relying on your face to have better development" is never a new thing. Even Aristotle would tell his disciples, "A handsome look is a recommendation letter that is more effective than any letter of introduction."

According to the British "Economist" research, power often belongs to the leaders with higher appearance. American labor economists also stated in "The Value of Appearance and the Labor Market" that appearance value and lifetime labor income are related.

The pursuit of beauty is a common phenomenon among human beings, but it differs in the degree of existence. Female consumers, known as "her economy", contribute even more to the economy of appearance. Of course, the birth of new things will always be accompanied by many problems: in a consumer society, the Internet's new and real-time new social relationships continue to magnify the influence of facial value, and excessive facial value anxiety causes excessive aesthetics, single standards of beauty, and irrational consumption. , Blind conformity and other phenomena.

With the continuous awakening of women’s self-awareness, the improvement of their status, and the continuous increase of income levels, more and more women want to please themselves. The development of products such as beauty instruments is not just about facial anxiety, but also the progress of the times. The lifestyle changes brought about by the change in thinking mode. "Home beauty equipment will become an ordinary way of skincare."

It is undeniable that the start of attention to appearance has just begun.

It is reported that the consumer penetration rate of beauty equipment in China is 0.5%, while that of beauty equipment in Japan is 11% and the United States is 20%.

Put another set of data. According to the survey data of China Industry Information Network, there are no domestic brands among the top 10 brands of Tmall beauty instrument sales on Double Eleven in 2019.

If facial anxiety is just a gimmick that has been created, generalized, and grabs the public’s attention, how should the domestic beauty instrument take its own path?

The entry of capital is undoubtedly a good booster. The brand director of Silk’n, a beauty instrument brand, once said that domestic brands are still at a disadvantage in terms of product technology and marketing channels. If there is capital to help, the industry will develop faster.

Industry giants will empower domestic beauty instrument brands from the perspective of channels and traffic, and the capital inflow will definitely improve the efficiency of domestic brands. In fact, the supply chain and raw materials of some imported beauty instruments may be concentrated in my country's Pearl River Delta region. In the words of an analyst: "In the absence of disruptive technologies, capital and solid supply chain capabilities may be the best way to change the industry structure." It seems that the "big-name replacement" of the beauty instrument brand is bound to Leverage market share with high-cost performance.

But where are the opportunities in the future? Who will win? This involves the balance of utility, safety, and appearance of the home beauty instrument. When marketing is the main expenditure to grab the share, it is bound to bring a cookie-cutter product experience. This is why in October last year, CCTV News revealed that there were problems with several beauty devices, including excessive nickel release and exaggerated publicity.

For domestic brands to come up with the circle, they must make breakthroughs in high-end products. For performance, R&D is still the top priority. Avoiding opponents is just a stage to take. Wang Han said, "Innovation is still the core competitiveness."

She believes that "precision skincare" is the future development trend. "Although we have done a lot of things on the face, we don't know how helpful it is."

What is precision skincare? It is the change of the specific value after using the product. For example, whether a beauty device can accurately inform the user of the value of the degree of hydration and the degree of brightening the skin tone. AMIRO founder Wang Nianou also expressed the same idea.

Supplement: It is necessary to popularize the broad definition of beauty instrument, that is, what is the selling point of beauty instrument? There are about 5 types of beauty instruments with mainstream principles on the market:

In the first type, the main effect is the tightening of the face, including radiofrequency, microcurrent, and massage. The principle of radiofrequency is that high-frequency current heats the skin dermis, skin shrinks, and collagen proliferation; the principle of microcurrent is It is not as effective as radiofrequency for stimulating the facial muscles; the massager has no heating and electric current, only physical friction.

The second type of main utility is cleansing, including facial cleansers and blackheads.

The main effects of the third, fourth, and fifth categories are freckle and acne, moisturizing, and hair removal.

Now what we often talk about is the radio frequency beauty instrument that helps skin firming and lifting. One investor concluded, "It is more effective than ordinary skincare products, and more convenient to use than medical beauty equipment."