Dominate the male grooming market! Increasing Beauty Shaver Patent Application

Photograph from LotteON

Recently the number of so-called grooming men referring to men who are willing to invest in fashion and beauty is increasing. The razor market which focused on improving cutting power is also steadily developing feature styling razor technology targeting new consumers such as skin beauty and sideburn shaving. Among all the patent applications for razors development of shaving technology with feature styling takes up a significant portion.

The development of feature styling technology such as skin beauty and sideburn shaver is leading the patent application for the entire razor.

According to the Korean Intellectual Property Offices records on the 14th the number of patent applications related to razors has increased by 3% annually over the past 10 years (2010-2019) from 30 cases in 2010 and 43 cases in 2011 to 65 cases in 2018 and 40 cases in 2019.

Among all razor patent applications over the past decade razor-related patent applications with beauty functions have been leading the increase in applications.

The patent applications for razors with beauty functions has increased at a higher rate than the overall razor application increase rate with an average annual growth rate of 7 percent 10 in 2010 11 in 2011 36 in 2018 and 18 in 2019 with an average annual growth rate of 7 percent.

The ratio of patent applications for razors has also increased by nearly half from 33.3 percent in 2010 to 55.4 percent in 2018 and 45 percent in 2019.

By applicant for beauty function razors companies are leading the related market with foreign conglomerates for 61 cases (45.5 percent) domestic SMEs 42 cases (31.3 percent) and individuals 31 cases (23.1 percent).

The number of applications filed by local small and medium-sized companies which are latecomers stood at 2.9 per year until 2017 but has risen sharply to 9.5 since 2018 indicating that local small and medium-sized companies are actively developing technologies in line with changing market trends.

Patent applications for beauty function razors are subdivided into technologies related to beauty polishing trimming and hair removal.

The largest number of applications was related to skin beauty with 76 cases (56.7 percent) followed by 40 cases (29.9 percent) of contour-following technologies where shaving heads move and shave closely along skin curves and 18 cases (13.4 percent) of trimming and hair removal technologies that can be shaved in the desired form.

Applications related to skin care are expanding in scope from basic functions that prevent skin damage caused by razor blades to skin care functions such as skin moisturization massage and foam cleanser.

Regarding face-tailored styling shaving technology is being advanced as precision trimmers that can produce various styles and moving heads that follow facial contours to enable delicate beard shaving are being developed.

It is expected that companies will continue to develop technologies to preempt the grooming shaving market that continues to grow said Kim Joo-dae head of the control machinery review division at the Korean Intellectual Property Office. It is important to secure intellectual property rights to protect them along with research and development that can respond quickly to changing market trends.

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