Mass Beauty and Personal Care in Taiwan

PROSPECTS

Mass skin care recovers from decreasing Chinese tourist numbers

In 2017, the decline in the number of Chinese tourists to the country had a negative impact on sales of mass skin care, especially local brands such as Dr. Morita, My Scheming and Dr Wu.

Continuous product innovation in mass face masks

In addition to a return of the consumer base for mass face masks, the category also benefited from investment in new product development with the category seeing players innovate in terms of product formula, resulting in the development of high-performing mass face masks. Once such example was a face mask by My Beauty Diary, which features the addition of extract/essences and other high-performance ingredients.

Marginal growth for mass beauty and personal care despite necessity status

Mass beauty and personal care recorded much lower growth in 2018 than their premium counterparts as the category suffers from maturation. Despite their essential nature and use on a daily basis, consumers were happy to trade down to private label, which achieved growth in 2018, while industry players engaged in price discounting and bundling offers to stimulate sales.

COMPETITIVE LANDSCAPE

Unilever remains the leading player in mass beauty and personal care

Unilever remained the leading company in mass beauty and personal care in 2018. The company is present with a wide portfolio of brands in a number of categories.

Japanese brands supported by travel and blogger recommendations enter Taiwan

Many mass brands that are distributed via drugstores/parapharmacies in Japan have also become well-known in Taiwan. This stems from the large numbers of local people who travel to Japan and who consider these products as essentials.

With a few exceptions, mass brands predominate in 2018

Mass brands remained far more popular than premium offerings in 2018 in the majority of categories except colour cosmetics, which was evenly split, and fragrances and skin care, in which premium products are by far the more popular. Mass products in bath and shower and hair care are popular due to their daily use and value for money.

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