Premium Beauty and Personal Care in Thailand

PRE-COVID-19 PERFORMANCE

Brand reputation critical in premium beauty and personal care

Consumers in urban areas across Thailand are more aware of the importance of healthy living and this is particularly apparent in Bangkok. Faced with numerous aspects of their lifestyles which could be characterised as inherently harmful, many are looking to premium beauty and personal care products to help protect themselves against external factors such as stress and, in particular, pollution.

Store-based shopping experience remains key in premium beauty and personal care

While brands certainly invested in developing their e-commerce business in 2019, as well as communication with their customer base via social media, the store-based shopping experience is still considered as critical as a touchpoint for brands where consumers can experience the brand identity first hand. First Maison Christian Dior offered a number of experiences at The Icon Siam Dior Prestige La Suite, including facial and body skin treatments under the label “Dior Ultimate Skin Treatments” which were billed as “The most luxurious massage by Dior in Thailand”, while the Clarins brand opened a boutique offering its full product range and Clarins Touch, a specialist massage.

Premium multi-brand retailers becoming more popular

In the past, the majority of premium beauty and personal care products were sold exclusively (by brand) via manufacturers’ own kiosks/counters. However, more brands in premium beauty and personal care appear to be interested in expanding their presence through multi-store brand outlets such as EveandBoy and the Central Group chain under the KIS label.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. In the first half of 2020, the COVID-19 pandemic brought to a halt the strong sales growth witnessed for these products over the review period, and has led to widespread economic uncertainty, encouraging mid- and high-income consumers alike to cut back on spending, with many switching to mass beauty and personal care products until their personal budgets recover.

Affected products within premium beauty and personal care

Premium BB/CC creams continued to record strong constant 2019 value growth in 2019 after the relatively recent introduction of the products to Thailand. The benefits these products offer to the complexion, whilst providing the functionality of certain make-up products, have resonated well among Thai women.

Recovery and opportunities

Premium beauty and personal care is expected to return to good constant 2019 value growth in 2021 and throughout the forecast period, albeit at lower rates than those enjoyed over the review period.

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