Beauty and Personal Care Packaging in Singapore

PRE-COVID-19 PERFORMANCE

Rising demand for natural ingredients impacts packaging in 2019

Rising consumer demand for “natural ingredients” led to a shift in the types of packaging producers favoured in 2019, as they sought to present their products in packaging formats which suggest naturalness and that create a premium-like image. Several players increased their use of folding carton packaging, while Lush continued its “naked” strategy of displaying bar soaps entirely free of packaging, with the products wrapped in paper when purchased.

Social media activity prompts photo-worthy packaging in 2019, and Rêveur Fraîcheur launches new format with innovative technology

With increasing media coverage of the damage caused to skin by air pollution and smog, Singaporean consumers continued to show interest in protective beauty and personal care products in 2019, particularly those that carry UV protection and high-SPF claims. While daily moisturisers, facial mists, foundations, BB creams and primers with sun and smog protection are commonplace, several consumers have started to take additional steps to safeguard their skin through the use of portable spray and roll-on products in packaging formats designed to facilitate on-the-go application throughout the day.

Players continue to offer consumers incentives through recycling initiatives in 2019

Players continued to respond to rising environmental awareness in 2019, with beauty and personal care brands increasingly encouraging recycling efforts in Singapore. For example, Innisfree runs a bottle recycling programme whereby consumer return their empty Innisfree bottles to any Innisfree outlet in exchange for store credits.

2020 AND BEYOND

COVID-19 impact

Singapore’s economy is predicted to undergo a deep recession in 2020 as a result of trade disruptions due to measures undertaken to contain the spread of COVID-19. Despite this, overall growth in beauty and personal care packaging is expected to continue at the same rate as in 2019, rising slightly.

Recovery and opportunities

Overall growth in beauty and personal care packaging will slightly increase in 2020-21, to see continued and steady growth throughout the forecast period. Sun care packaging will rebound in the latter half of 2020, as restrictions are eased, and people begin to spend more time outdoors and will continue to rise during the forecast period.

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