Colour Cosmetics in Thailand

PROSPECTS

Multiple benefits and functional products are on the rise

As consumers become increasingly interested in a wider range of colour cosmetics, demand is shifting towards specific products that offer specific benefits. Companies and brands are responding by offering products with targeted benefits and 2018 saw a further shift towards multiple benefits in one highly functional product.

Powder foundation remains popular as demand continues to increase

Glossy and shiny foundation is currently a major trend in colour cosmetics and this is a major part of the currently hot Korean make-up style. Glossy and shiny foundation is thought to give skin a heathy look while minimising the visibility of make-up.

Innovative packaging becomes more popular among busy urban professionals

With urbanisation still rising in Thailand and with female participation in the workforce increasing significantly in recent years, the numbers of busy urban professionals who use colour cosmetics on a daily continue to rise. These Thai women who lead hectic urban lifestyles often have relatively little time to maintain their appearance to and companies and brands are responding to his.

COMPETITIVE LANDSCAPE

Direct selling player Better Way maintains its leading position in colour cosmetics

Better Way remains the leading player in colour cosmetics as consumers remain loyal to the company’s high-quality products, which also represent excellent value for money, and its direct selling model. The company’s leading brand Mistine is one of the most successful local brands and the leading local name in beauty and personal care.

The positions of local brands continue to improve

Recent years have seen local brands able to take advantage of the rise of social media to compete on a more even footing with their international rivals in terms of marketing and advertising. The result is that local companies are in the ascendant in colour cosmetics, including OP Natural Products Co Ltd and Karmarts.

Amway focuses on colour cosmetics in an effort to target millennials

Major global direct seller Amway has a strong position in colour cosmetics in Thailand. However, the company has identified that its popularity is centred mainly on older consumers from among baby boomer and generation X consumers, with its products and brands receiving much less attention from the emerging millennial generation of consumers.

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