Mass Beauty and Personal Care in Malaysia

2020 IMPACT

Positive performance for mass beauty and personal care in 2020 but prioritising of expenditure due to rising price sensitivity sees overall slower growth

Mass beauty and personal care recorded positive but slower growth rates in both volume and current value terms across a number of categories in 2020, as consumers, concerned about their finances during the strict lockdown measures introduced in response to the pandemic, which resulted in a reduction in incomes and loss of employment, prioritised their expenditure by purchasing perceived essential items. Nevertheless, mass products offer greater affordability compared to premium brands, supporting the fact that mass beauty and personal care continued to dominate the market in Malaysia at the end of the review period.

Mass brands attempt to add further value through innovative use of natural ingredients

Mass brands are continuing to develop increasingly complex products using innovative or natural ingredients in order to elevate their status beyond basic skin care, whilst adding greater specific value. Brands such as Dove Micellar Water Green Tea Detoxifying Shower Gel, Nivea Fresh Blends Shower Gel in Apricot Mango and Watermelon Mint, Herbal Essences Clean White Strawberry & Sweet Mint Shampoo, and LUX Botanicals Skin Rebalance all incorporate elements which are perceived to have either a natural positioning or capitalise on consumer demand for pampering, particularly during a stressful period as a result of the pandemic.

Fairly fragmented competitive landscape for mass beauty and personal care in 2020, encouraging brands to collaborate with third party platforms to expand reach

The competitive landscape of mass beauty and personal care remained fairly fragmented in 2020 in Malaysia, and was led by major international players such as Unilever (M) Holdings Sdn Bhd (Dove, Lifebuoy and Brylcreem amongst many others) and L'Oréal (M) Sdn Bhd (Maybelline, L'Oréal Studio Line, Garnier) with the latter also present in the premium category. Japanese brands such as Shokubutsu from Southern Lion Sdn Bhd are also present in the mass category, with the latter continuing to record a strong performance within mass bath and shower due to the ongoing popularity of Japanese brands amongst Malaysians who perceive them to offer higher quality.

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