After many years of incremental growth, Thailand’s local mass beauty and personal care brands are finally achieving positions of genuine strength and power. Among the main reasons for this relatively recent breakthrough are the growing influence of social media and in particular the rise of a generation of beauty bloggers, which has given smaller brands more of a platform to compete with major international brands for the attention of consumers.
Although the retail distribution of mass beauty and personal care is likely to remain dominated by grocery retailers throughout the forecast period, the retailing of beauty and personal care generally is set to continue become increasingly fragmented. This is mainly due to the proliferation of beauty specialist retailers chains throughout the country.
Social media use in Thailand is high and social media remains a huge influence on sales of all beauty and personal care products. In particular, posting images of oneself looking beautiful has become very popular among younger Thai women, while social media influencers continue to promote numerous mass beauty and personal care brands on platforms such as Instagram and YouTube.
Unilever Thai Holdings managed to remain the strong leader in mass beauty and personal care in 2018. The company is the only player with a double-digit value share and its most competitive brands span the most important beauty and personal care categories, including Pond’s in skin care, Sunsilk in hair care, Lux in bath and shower, Dove, Vaseline and Citra in skin care and Dove and Axe in deodorants.
With local companies such as Osotspa, Beauty Community and Do Day Dream Co expanding their presence across mass beauty and personal care, they are engaging more directly with research and development. The result is that they are offering products that consumers appreciate for being modern and with added value.
L’Oréal added to its regular strong focus on innovation in 2018 by launching an unusual new range of semi-permanent hair colourants under the name Colorista. These colourants are designed to be worn for one day in order to match an outfit or certain look and then be washed out with shampoo.
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