Colour Cosmetics in Malaysia

PROSPECTS

Mass colour cosmetics leads

The availability of a large number of mass colour cosmetics at affordable prices, along with constant innovative product launches, resulted in its strong performance in 2018. Mass colour cosmetics brands are not only highly affordable, but also launch products to attract the interest of local consumers.

A combination of colour cosmetics and skin care

An increasing number of colour cosmetics within facial make-up are incorporating skin care benefits. Colour cosmetics products with skin care benefits are increasingly popular and demanded by consumers, since they are cost-saving, and the application of colour cosmetics can also be part of the skin care routine, saving time.

Health and beauty specialist retailers

During the review period, health and beauty specialist retailers such as Watsons, AEON Wellness and Guardian stepped up their game in terms of the retailing of colour cosmetics. Watsons and Guardian showed a stronger presence in colour cosmetics through the import of various Japanese and Korean beauty brands.

COMPETITIVE LANDSCAPE

International players offer innovative products

International players drove sales in colour cosmetics in 2018, thanks to active new product launches. Throughout the forecast period, it is expected that more international players in colour cosmetics will look to invest in innovative products to increase their sales.

The selfie trend stimulates launches

Revlon launched a series of colour cosmetics targeted towards high users of social media and smartphones, who like to take selfies or photographs. The newly introduced Revlon Photoready Candid colour cosmetics range comprises a series of facial make-up, such as liquid foundation, powder and concealer.

New product launches

Colour cosmetics are increasingly incorporating skin care benefits. For example, the newly introduced Sulwhasoo Perfecting Cushion EX is a sheer, long-lasting gel cushion that contains sea buckthorn berries.

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