The strong growth being seen in sales of men’s grooming is largely due to rising demand for men’s toiletries. In particular, demand for male-specific bath and shower products is taking off.
Although skin care products have traditionally been seen as the sole preserve of women, attitudes towards skin care are changing among the population of Thailand. Increasingly, men are becoming interested in maintaining their youthful appearance through the use of skin care products and this has led to the emergence of male-specific products in the category.
In line with the general trends seen across beauty and personal care in 2018, natural ingredients came to the fore in a big way in men’s grooming over the course of the year. The most noticeable of these new launches was seen in men’s deodorants, where Beiersdorf launched Nivea Men Deep Green, Nivea Men Deep White and Nivea Men Deep Brown, two new fragrances which have the aromas of coffee, Amazonia and charcoal respectively.
The launch of Nivea Men Liquid Foam was a highlight for 2017; the product offers the latest innovation as the first liquid facial foam in Thailand with a claim on powerful deep cleansing action. Besides, Nivea deodorant Men deep green and Men Deep Brown are the new fragrance smell of coffee and Amazonia with black Charcoal.
L’Oréal is one of the leading players in terms of expanding its sales and product ranges by appealing explicitly to men. 2018 saw the company target different skin types with the expansion of its L’Oréal Men Expert range, which now features different products that are suitable for sensitive skin, oily skin and also ageing skin.
With the trading conditions for local players improving over the course of the review period, 2018 saw numerous local brands break through in men’s grooming. Better Way (Thailand) Co Ltd managed to become more competitive with its wide ranges of men’s grooming products.
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This industry report originates from Passport, our Beauty and Personal Care market research database.