One of the most important aspects of the official response to the COVID-19 pandemic in Taiwan during 2020 was the requirement for people to wear hygienic face masks when in public. This meant that wearing a wide variety of colour cosmetics came to be seen as unnecessary or pointless as a large part of the face remained covered for much of the time, which placed considerable pressure on demand in the category during the year.
Demand for lip products dropped significantly over the course of 2020 and the main reason is the requirement for consumers to wear hygienic face masks when in public. The official requirement for face masks to be worn formed a key plank of the Taiwanese government’s efforts to control the spread of the COVID-19 virus during the year.
One of the most important trends in the marketing of colour cosmetics during 2020 was the increasing importance of social media as a communication channel. Where Taiwanese consumer spending much of their time at home, an increase was registered in the amount of time being spent online, resulting in higher usage of social media.
The forecast period is expected to see a continuation of the strong focus on eye make-up that emerged during 2020, while facial make-up is set to see a shift towards premium brands as the focus is set to shift towards quality over quantity in the post-COVID-19 era. One major factor to take into consideration here is that significant numbers of Taiwanese people are expected to continue wearing hygienic face masks, even after the risk of contagion has subsided due to widespread inoculation resulting in herd immunity and a dramatically reduced likelihood of contracting the COVID-19 virus.
Mass nail products is slated for a strong performance during the forecast period and this is linked mainly to the shift seen in the use of colour cosmetics generally since the onset of the COVID-19 pandemic. Specifically, Taiwanese women are increasingly focusing their attention on the types of colour cosmetics that can be seen even when they are wearing hygienic face masks, and this of course includes all types of nail products.
The forecast period is expected that local colour cosmetics brands register stronger sales growth than their international rivals. One of the main factors supporting the strong performances that are expected to be seen among domestic players in the category during the forecast period is the increasing preference of younger consumers for local mass colour cosmetics brands.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Colour Cosmetics research and analysis database.
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