Colour Cosmetics in Malaysia

PRE-COVID-19 PERFORMANCE

The natural look and the search for long-lasting cosmetics remain relevant trends in 2019

A number of trends continued to gain momentum in colour cosmetics in Malaysia in 2019, including demand for a more natural look, leading to dynamic growth for the smaller category of BB/CC creams compared to the traditional foundation/concealer, in addition to greater demand for premium products that focus on highlighting one area of the face such as eye liner/pencil, lip products including premium lip gloss and lipstick, and mascara. While remaining an overall niche area of colour cosmetics, premium products such as these allow consumers a small element of indulgence.

Novelty within colour cosmetics appeals to different demographics in Malaysia

Colour cosmetics in Malaysia also saw the emergence of more novel trends including the use of licensed characters, which was evident in both premium and mass segments in 2019, and particularly appeals to younger generations. This was especially evident in the limited edition Shu Uemura X Pokémon series featuring the popular Pikachu character on its packaging.

L'Oréal strengthens leadership due to its offer of both mass and premium products

Colour cosmetics was led by L'Oréal in 2019, a player that offers both mass and premium products including Shu Uemura, Lancôme, Urban Decay, and L'Oréal Paris. The player continued to gain value share, notably through its popular leading brand Maybelline, which offers a range of affordable products to attract the large mass market in Malaysia, including The Creamy Mattes by Color Sensational lip products, Maybelline Made for All (universal lipstick shades), and The Loaded Bolds also under its Color Sensational line of lip products for more intense, bold colours.

2020 AND BEYOND

COVID-19 impact

Value sales of colour cosmetics are now expected to decline by 1% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

A vast range of colour cosmetics are set to suffer declines in 2020 in response to COVID-19. With restrictions on movement outside of the home, many Malay consumers are unlikely to spend money on perceived non-essential products due to the home seclusion trend and the number of citizens working from home.

Recovery and opportunities

Normalisation of consumers’ purchasing behaviour is set to return from 2021, gaining in strength towards the end of the forecast period. BB/CC creams will retain a strong performance in volume terms, growing from a low base, while lip products will remain positive, although recording marginally slower volume growth over the forecast period compared to the review period.

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