Millennials in the United States are turning their attention to the ancient Chinese beauty tool, the Jade Roller.
The star effect and the spread and promotion of beauty bloggers on social media are the main reasons why the“Jade Roller” has attracted attention in the United States.
The natural jade used by ancient Chinese women in the 17th century for face-slimming is now sought after by American millennial women.
The jade facial roller, a Women’s Wear Daily of ancient Chinese origin, has gained attention on social media and sold more than 10,000 units amid a global downturn in the beauty device market, the magazine reported recently.
In 2017, sales of well-known facial care devices were $270.2 million, down 11 percent from 2016, according to market research firm NPD Group. But the heat of the jade roller is on the rise. According to Pinterest, the visual social networking site, “Jade Roller” searches on the platform increased 345 percent year-on-year in 2017.
The two ends of the jade roller are similar in appearance, one large and one small oval-shaped wheel-shaped jade, the middle is made of jade handle, the size of jade can be used to massage the face and eyes around. According to traditional health care, jade roller massage facial nerve points, can dredge lymph to promote blood circulation, and ease skin aging, but also with essential oil use. There are also many kinds of jade to choose from. Lantian jade contains soluble minerals. The jade roller made of Lantian jade has anti-inflammatory and bactericidal effect on skin. Emerald jade roller can moisturize, and red agate, help strengthen blood circulation, let the face detoxification, anti-aging. Chinese ancient costume TV series, often appear women with this kind of jade made of rolling wheel massage face. The Empress Dowager Cixi loved Jade Rollers. There is also a passage in the Mirage about how she uses it:
“It turns out that there are two jade sticks about two or three inches long on her dresser, with gold-encrusted handles at both ends. Every morning, she has to use them to roll them up and down on her face. “This thing is very slippery and cold. There is no medicinal powder on it. I really don’t know what effect it has, but the empress dowager always sits patiently in front of the dressing table. She keeps rolling it on her face and looking into the mirror, as if rolling it a few times would immediately have an effect.”
Today, Jade Rollers, which are easily available on Chinese e-commerce platforms, are also attracting American consumers on Etsy, Amazon and other e-commerce platforms. Some foreign beauty equipment brands have even launched Jade Roller products, and in Nordstrom, Free People and other mainstream beauty retailers channels to sell. Such as San Francisco Crystal Roller Massager Brand Skin Gym, Europe and the Gulf region’s well-known high-end beauty tools brand SHIFFA, the United States Beauty and Skin Care brand Nurse Jamie, the United States, the United States, the United States and Seattle, the all-natural Skin care brand Herbivore Botanicals.
The Rise of Jade Roller in The United States
The main reasons for the rise of it in the United States are the star effect and the spread and promotion of beauty bloggers on social media.
- It’s hard to trace the origins of the Jade Wheel’s rise on American social media, but Dotti, a makeup artist for American singer-songwriter Alicia Keys, told Women’s Wear Daily, perhaps as early as 2016, she mentioned in an interview that she often used“Jade rollers” to make up Grammy winners. Then, from the end of 2016, Vogue magazine and Healthy Lifestyle Platform Well & Good also published online topics or articles on how to use Jade Rollers.
- Beauty bloggers share the spread of further drive the“Jade Roller” topic heat. Marianna Hewitt is a well-known us beauty blogger with 784,000 followers on Instagram. Hewitt bought a $7 jade roller from Amazon in 2017 after reading an article about it online and began sharing the experience on Instagram and YouTube. “The number of views this video gets is higher than the average number of views I post, and fans are curious about how to use it,” Hewitt told Women’s Wear Daily.
According to rewardStyle, a well-known digital content marketing platform that helps content producers monetize their content, the jade wheel was Hewitt’s most successful“On-the-go” product in 2017.
At present, the sale of products, Jade roller material mainly for jade and powder crystal stone, the price of different brands. On Amazon, Jade Rollers sell for about $7 to $30, with beauty and skincare brands like Himalayan India and Gingerchi selling well. Jade Rollers, which are sold mainly through beauty retailers, cost even more, with Shiffa’s priced at $63, angela Caglia, a well-known beautician, sells her crystal jade rollers for $65. But the Jade Roller, which sells for $7, is probably made of plastic rather than jade.
- Lamees Hamdan, Shiffa’s founder, told the Women’s Wear Daily that the company’s Jade Rollers sold out quickly after being on Nordstrom’s shelves three times. In the e-commerce platform comments can be seen, many consumers are in the well-known beautician or make-up blogger under the recommendation to buy.
Ease of Use of Jade Roller
In the eyes of many brands, Millennials’ preference for easy-to-use products and increased health awareness is also a cause for concern.
- Skin GYMD founder Karina Sulzer says ease of use is one of the main reasons facial rollers are so popular. Angela Caglia, a beautician, usually recommends more sophisticated tools such as NuFace, a micro-electric beauty machine, but she has found that few customers stick with it, so she has decided to make it easier, “Even with the best equipment, not using it is useless.”
Brands are also trying to do innovative upgrades on it. The Skin Gym uses a variety of different crystals and jade to modify the traditional jade roller, claiming that the Blue Sapphire Massager moisturizes and obsidian helps reduce acne. Nurse Jamie, on the other hand, developed the“Jade Roller”, a hexagon with 24 tourmaline quartz inlays, designed for European faces.