According to Hong Xiang Wen, Kenvue’s global senior director, the medical device category is growing 2.5 times faster than derma beauty.
The company, which owns Dr. Ci:Labo, Japan’s top derma beauty brand, believes this trend presents a huge opportunity.
“This means further growth opportunities.”Hong made this statement at the first Beauty Forward Summit, which he hosted. Cosmetic design Asia.
“This particular category is growing in China, but also in Europe and North America. This is also indicative of a very important trend that is driving the dermocosmetic and medical aesthetic sectors in general.”
These devices are gaining popularity because they can increase the effectiveness of topical products.
“Consumers want skin clarity, efficacy, and science-backed solutions. They are not willing to compromise on safety or effectiveness. We’re seeing a trend of physicians focusing on health.”Mr. Hong said.
This category is also being driven by another major trend: the standardization of non-invasive aesthetic procedures.
Hong emphasized that many patients use the device during post-treatment care.
“Cosmetic devices are used by consumers at home to enhance the effectiveness of treatments, perhaps even after going to the clinic.”
The same trend is also increasing the demand for quasi-drugs, which have become a separate category, especially in Japan.
“In Japan, it seems to be a necessity now. For example, if you want to make a strong claim to improve wrinkles, you need a quasi-drug. It’s like a shortcut for consumers to understand the efficacy. When you see that it’s an off-the-shelf product, you know it’s backed by regulations and the ingredients are highly regulated. So that’s a barometer of safety and efficacy.”Mr. Hong said.
proactive skin care
The company observed that the global derma cosmetics category is actually growing at an accelerated pace, with China and the US being the biggest growth drivers.
“By 2026, Asia Pacific will be the largest region driving growth in skin health.”Mr. Hong said.
Focusing on China, the company observed that anti-aging had the fastest growth at 26%. By comparison, fair skin and sensitive skin categories have increased by 13% and 3%, respectively.
This is being driven by the growing interest of younger consumers (Gen Z and Millennials) who are driving the entire derma beauty category around the world.
“The emphasis is on active prevention. Even before a problem occurs, consumers are already looking for ways to prevent it. They are starting anti-aging at a very early age. We call the category pre-aging. We see 18-year-olds using anti-aging products and even 13-year-olds seem to be interested in beauty and ingredients.” said Hong.
She added that access to medical aesthetic procedures is also influencing the development of dermal beauty products.
“The dermocosmetic industry does not see these clinical advances as a threat. In fact, the role of dermocosmetics is to work in conjunction with all of these great treatments.”Mr. Hong said.
She said Dr. CiLabo was founded by Dr. Yoshinori Jono, a dermatologist at Jono Clinic.
In keeping with its founder’s philosophy, the brand works closely with dermatologists and the medical community to ensure its products are in line with trends in the medical field.
Mr Hong said: “Our work in research and development looks at how to maintain the effectiveness of these treatments or how to increase their effectiveness. This is the philosophy of our founder, who is a dermatologist. We will send the patient home with home treatment to ensure long-lasting treatment effects, and we will also take care of the skin after treatment (there may be some irritation).”
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