Men's Grooming in Malaysia

PROSPECTS

The rising significance of men’s grooming

Malaysia has seen a rising proportion of the male population with more grooming needs. More men consider it important to appear well-groomed both at work and during leisure time.

Skin whitening is a major feature

Skin whitening has been incorporated into a large number of men’s skin care products. The desire for skin whitening is not limited only to women, but also appeals to men, together with other benefits, such as anti-ageing and acne treatment, as well as exfoliating.

Product extensions

Players in men’s grooming started to show an interest in tapping into new categories, in line with rising demand from consumers. For example, Gatsby, a male-oriented brand, extended into mass men’s deodorants from mass men’s hair care, on which it previously focused.

COMPETITIVE LANDSCAPE

Mass brands top the ranking

Mass brands continued to dominate men’s grooming in 2017. Consumers are pampered by the large number of mass men’s grooming brands available, ranging from Garnier Men and L’Oréal Men Expert to Gatsby, Nivea for Men, Men’s Bioré and Dashing.

Rising share of premium brands

There are a rising number of premium brands in men’s grooming, leading the premium segment within men’s grooming to increase its share. Premium international brands such as Calvin Klein and Boss, as well as SK-II for Men and Clarins Men, gained strong share within premium men’s fragrances and premium men’s skin care in the review period.

Offline retailing dominates distribution

Physical stores such as hypermarkets and supermarkets held strong distribution shares in men’s grooming in 2017. Also, health and beauty specialist retailers such as Watson’s, Guardian and AEON Wellness display relatively strong distribution shares in men’s grooming categories such as men’s shaving, men’s deodorants and mass men’s skin care.

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