The overall status of the pandemic in Taiwan was relatively stable in the first half of 2021, offering greater flexibility to citizens in terms of mobility. However, after the implementation of Alert Level 3 on 15 May, consumers’ mass beauty and personal care priorities changed, with colour cosmetics (except for nail products) recording much stronger declines compared to the previous year, while skin care remained the greatest contributor to value sales, recording stable growth in 2021.
Beauty and personal care players in Taiwan have changed their business models in response to the COVID-19 pandemic to meet consumer demand. In addition to using innovative technology to integrate online and offline sales, they have also been opening new physical stores to attract consumers and introduce new services in the face of the market downturn.
The worsening of the pandemic in Taiwan over 2021 encouraged local consumers to shift from shopping in stores to relying on e-commerce. This trend led many beauty brands and beauty specialists to focus on online shopping platforms.
Store-based retailing is predicted to remain an important source of sales for mass beauty and personal care brands over the forecast period, particularly once the threat of the pandemic wanes. Retailers are therefore likely to continue to expand their outlet networks to extend their reach, whilst attempting to improve the consumer experience to encourage them to return.
The pandemic has prompted a number of distribution channels in Taiwan to change their business models, including drugstores/parapharmacies. In order to balance the need to prevent the pandemic with the need to generate sales, major retailers have had to increase their digital presence and adjust their product mix in response to changing consumer demand, and to capture a share of Taiwan’s substantial mass beauty and personal care market, which has always been the battleground for major brands.
Within mass skin care in Taiwan, local player Dr Jou Biotech Corp (Dr Morita) enjoys highest awareness, with Cellina, NARUKO, Tsaio, Formosa Biomedical Technology Corp and President Drug Store Business Corp (My Beauty Diary) also familiar to many consumers in the country. Overall, Taiwanese consumers are highly drawn to local brands, mainly because of their low prices and good efficacy, but also due to provenance and wanting to support domestic producers.
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Mass Beauty and Personal Care
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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