Men's Grooming in Malaysia

2020 IMPACT

Positive performance for men’s grooming in 2020 with consumers maintaining personal hygiene routines, although home seclusion impacts some areas

Men’s grooming recorded a positive performance in 2020 but experienced slower growth rates in both volume and current value terms compared to 2019 as a result of the home seclusion trend and rising price sensitivity. Men’s shaving, driven by men’s razors and blades, experienced a marginal decline in demand as the lockdown, which resulted in remote working measures for many employees, meant that certain grooming routines such as shaving were more relaxed, while men’s fragrances also saw flat sales, mainly as a result of prioritising expenditure and lack of social occasions earlier in the year, resulting in declines for premium men’s fragrances, and further low growth for the mass segment.

Gillette retains overall leadership of men’s grooming as it continues to expand its portfolio to maintain consumers’ attention

Despite reduced focus on shaving by men in the first half of the year during the March lockdown, brands continued to innovate with new launches, in preparation of the likelihood of a return to the workplace or socialising as restrictions are relaxed. One area of men’s razors and blades which has attracted greater attention from players is the development of products which address sensitive skin, including Procter & Gamble with its leading men’s grooming and dominant men’s shaving brand Gillette.

Increasing fragmentation within the competitive landscape as smaller players continue to gain ground in 2020

Men’s grooming remained a fairly fragmented competitive landscape in 2020, despite double-digit value share held by leading multinationals Procter & Gamble, Mandom and Unilever, in addition to L’Oréal and Wipro, which remained highly active in launching new products and marketing products in various categories within men’s grooming. However like overall leader Procter & Gamble with its Gillette brand which is synonymous with men’s shaving, Gatsby and Brylcreem in men’s hair care, and Garnier Men and L’Oréal Men Expert in men’s skin care all lost ground to smaller players as local males became increasingly open to trying innovative products that offer some level of differentiation or searched for more affordable products online.

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