Unlike with major appliances, in recent years consumers in Hong Kong have shown a growing willingness to purchase smart personal care appliances that offer connected functions. These connected products, which include electric facial cleaners, electric toothbrush units and other items used on a daily basis, typically feature smart sensors that offer real-time feedback on the user’s skin or teeth and provide general suggestions for improvement.
Multifunctionality was a focal point for many new launches in personal care appliances towards the end of the review period. For example, 2018 saw the introduction of the Philips Sonicare DiamondClean Smart electric toothbrush.
In an effort to increase brand recognition and strengthen their competitive positions, players in personal care appliances continued to launch new products towards the end of the review period. Most new products introduced in this category in recent years retail at higher price points and offer advanced features or improved versions of existing functions.
Procter & Gamble remained the leading company in personal care appliances in volume terms in 2018, followed by Philips Electronics, OTO Bodycare (HK) Ltd, Panasonic Corp and OSIM (HK) Co Ltd. Procter & Gamble’s overall lead was due to the strength of its Braun Oral-B and Braun brands in oral care appliances and body shavers, respectively.
Many new products launched in personal care appliances towards the end of the review period sought to attract consumers with improved versions of features or functions found in older models. For example, in April 2017 Panasonic launched the ES-WH90 Cordless IPL Hair Removal System.
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This industry report originates from Passport, our Consumer Appliances market research database.