Demand for colour cosmetics continued to be hindered by the new normal lifestyle seen in Thailand since the start of the pandemic. People continued to wear face masks in public, while many people continued to work from home where possible and socialized less often.
There was a strong presence of small-sized, flexible, sachet packaging within colour cosmetics in 2021. There are many local and international brands such as Maybelline, Cute Press, Sis2Sis, Baby Bright, and Nami that launched products in smaller packaging in 2021 as they looked to respond to shifts in consumer demand.
Due to the challenging situation since the outbreak of COVID-19 some brands were forced to say goodbye to the Thai market in 2021, such as Urban Decay. Meanwhile, some other brands focused on the use of aggressive marketing activities.
Colour cosmetics is set to return to growth from 2022, with this set to continue over the course of the forecast period. Many Thais will be looking forward to socialising with their friends again as the COVID-19 pandemic hopefully recedes, while the return of tourism will also provide a welcome boost not only to sales of colour cosmetics but the wider economy.
The accelerated growth of e-commerce and the rapid rise of online platforms should continue drive sales of colour cosmetics over the forecast period. Livestreaming is helping to add entertainment to the shopping experience and is generating impulse purchases, with consumers often keen to purchase products recommended by their favourite hosts.
Brands within colour cosmetics are also expected to continue expanding their product portfolios into other categories both within and outside of beauty and personal care. For example, the Srichand brand, which previously focused on colour cosmetics, is now tapping into skin care with the brand seeing greater opportunities in this area.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.See All of Our Definitions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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