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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.
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.
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.
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.
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Colour Cosmetics industry in Malaysia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Colour Cosmetics industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Colour Cosmetics in Malaysia market research report includes:
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Why buy this report?
This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.