Premium Beauty and Personal Care in Thailand

PROSPECTS

Premiumisation and exclusivity retain strong momentum

The target audience for premium beauty and personal care is mid-to-high-income consumers who might not be strongly impacted by household debts and have higher disposable incomes. However, their purchasing decisions are becoming increasingly complicated by researching, seeking products of greater specific value and waiting for promotions.

E-marketplace is another focus area for building sales

Competition is intensifying through online platforms. Consumers are becoming digitally connected and many of them specifically create online accounts for purchasing products, receiving updates on product reviews and promotions.

Dermocosmetic/pharma products expected to be allocated greater shelf space

Consumers are becoming increasingly aware of healthy living and attaining healthy skin through food, exercise and by adopting dermocosmetic/pharma products, which are perceived to be good for sensitive skin. They tend to have a high interest in products positioned in this aspect or containing no parabens, perfume, alcohol or synthetic chemicals as ingredients.

COMPETITIVE LANDSCAPE

Amway (Thailand) Ltd gains stronger member base

Amway (Thailand) Ltd managed to retain its leading position in premium beauty and personal care. The company is continuing to gain a stronger member base by introducing a new e-application to match digital access, as well as creating products with improved formulations.

Elca (Thailand) Co Ltd enjoys global brand reputation

Elca (Thailand) Co Ltd carries the famous brands of Estée Lauder, Mac, La Mer, Bobbi Brown and more. The company gains stable support from mid-to-high-income consumers who tend to remain loyal to big international brand names, which tend to offer satisfaction by focusing on consumer-centric tactics imbedded in services.

K-Beauty and J-Beauty remain strong

The K-Beauty and J-Beauty phenomenon remained obvious in premium beauty and personal care in Thailand, witnessing an increasingly diverse range of brands. Shiseido (Thailand) Co Ltd celebrated its 45th anniversary of the player in 2017 and Waso was launched under the concept of natural Japanese brand using carrot, loquat, tofu, honey and white jelly mushroom as key ingredients.

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