Men's Grooming in Malaysia

PROSPECTS

Men’s skin care sees strong demand

Men’s skin care products are increasingly popular amongst consumers, which led to strong current value growth for the category in 2018. Whilst existing men’s skin care brands continued to launch new ranges, such as Garnier Men Power White Moisturizer and Men’s Bioré Oil Buster Acne Action White Clay Facial Foam, emerging men’s grooming brands such as Nano Men became more active in men’s skin care, with the launch of Nano Men Oil Control Cool Cleanser and Nano Men Brightening Daily Cleanser.

Men’s bath and shower

An increasing number of men’s bath and shower products are being seen in Malaysia. For instance, male-focused brands such as Dashing and Romano launched new bath and shower products, such as Dashing 2-in-1 Face Body Wash and Romano Deluxe Shower, to cater for men.

Complete ranges of products are launched

Several new men’s grooming brands, such as Old Spice and Bad Lab, managed to attract the attention of male consumers by offering complete ranges of men’s grooming products. For instance, Old Spice offers a full range of men’s grooming products, from men’s deodorants to men’s bath and shower products.

COMPETITIVE LANDSCAPE

Multinational players drive sales

International players and brands continued to drive sales in men’s grooming during the review period. Multinational players such as Procter & Gamble, Mandom, Unilever, L’Oréal and Wipro managed to outperform other players in men’s grooming.

Emerging brands and new launches

Men are expected to be willing to try emerging men’s grooming brands which are launching various innovative products. For example, the emerging Nano Men skin care brand is available in several ranges, including Nano Men Brightening and Nano Men Oil Control, which are predicted to capture strong interest from men in Malaysia and pose a considerable threat to existing men’s skin care brands, such as Nivea for Men and Garnier Men.

A mixed retail landscape

Sales in various categories within men’s grooming continued to be led by offline retailers, including supermarkets (such as AEON), hypermarkets (such as Tesco and Giant) and beauty care counters in department stores (such as Isetan and Parkson). Men’s grooming products, including men’s shaving, men’s bath and shower, men’s deodorants, men’s hair care and men’s skin care, can widely be found in these retail outlets.

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