Mass Beauty and Personal Care in Malaysia

PROSPECTS

Mass skin care drives growth

The high frequency of use of skin care products amongst Malaysians led to significant growth in mass skin care during 2017. The massive number of brands available to consumers at affordable prices has led to high demand in categories such as mass liquid/cream/gel/bar cleansers, mass facial moisturisers, mass facial toners and mass anti-agers.

Strong demand for mass colour cosmetics

Mass colour cosmetics was another high growth category in mass beauty and personal care in Malaysia in 2017. Consumers are pampered with a large number of mass colour cosmetics brands, such as Maybelline, L’Oréal, Revlon, Silkygirl and Za.

Forecast period trends

During the forecast period, demand for mass skin care products such as mass anti-agers and mass facial moisturisers will continue to play vital role in boosting sales in mass skin care. The affordability and availability of various mass skin care ranges from well-known brands such as Bio-essence could stimulate demand in mass skin care amongst consumers who use skin care products daily.

COMPETITIVE LANDSCAPE

Unilever leads with diverse brands

Unilever (M) Holdings has a highly diverse portfolio in mass beauty and personal care in Malaysia. Examples of brands it markets in Malaysia are Sunsilk, Lifebuoy, Dove, Brylcreem, Lux, Clear, Rexona, Fair & Lovely, Vaseline, Pond’s and Brut.

Extensive consumer reach via multiple retail channels

Mass beauty and personal care products in Malaysia are distributed through many offline and online retail channels. For instance, mass bath and shower products, mass colour cosmetics, mass skin care products and mass fragrances can be found in most major supermarkets, hypermarkets and health and beauty specialist retailers.

Price competition

Price competition remains a competitive marketing strategy for most players in mass beauty and personal care. For example, mass bath and shower brands such as Dettol and Lifebuoy constantly offer value packs, enabling consumers to purchase two bottles of shower gel/body wash at a cheaper price, whilst brands in mass deodorants, such as Nivea and Rexona, are often available in promotional twin pack packaging, and discounts are also frequently seen on mass skin care brands such as Bio-essence via mass skin care sets/kits.

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