An increasing number of dermatological brands and non-dermatological brands are showing a stronger focus on the launch of mass beauty and personal care products targeting consumers with sensitive skin. The deteriorating air quality in urban areas of Malaysia has led to rising numbers of consumers with skin allergies.
The existing mass beauty and personal care ranges in Malaysia are increasingly including products with a more upscale, premium image. Lux, for example, expanded its Lux Luminique Botanical Pure shampoo range to include more variants, such as Lux Luminique Relax & Shine.
Sakura extract has become one of the most popular natural ingredients, incorporated in many mass beauty and personal care products. Many mass beauty and personal care ranges were introduced in Malaysia during the review period, including Eversoft Skinz Blossom White, Lux Sakura Bloom Brightening Shower Cream, Garnier Skin Naturals Sakura White Pinkish Radiance Ultimate Serum, Sunsilk Sakura and Raspberry Shine & Soft, the Dove Sakura hair care range, including standard shampoos and conditioners, Clear Sakura Fresh Anti Dandruff shampoo, and many more.
International beauty and personal care players such as Unilever, L’Oréal, Wipro Unza, Procter & Gamble and Johnson & Johnson remained strong in mass beauty and personal care in 2018. These players market diverse ranges of mass beauty and personal care brands, such as Sunsilk, Johnson’s Baby, Safi, Maybelline and Lifebuoy, cutting across categories including bath and shower, hair care, colour cosmetics and many more.
Discounts and promotions remained important marketing strategies for various mass beauty and personal care brands in the review period. Ranges in categories such as bath and shower, oral care, hair care, skin care and colour cosmetics were constantly offered at promotional prices to attract consumers.
During the forecast period, a larger number of international players are expected to enter the competitive landscape in mass beauty and personal care in Malaysia. This is because the rising number of younger Malaysians who are exposed to international travel experiences will become more adventurous in terms of trying out the mass beauty and personal care brands they encounter during their travels.
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