Premium Beauty and Personal Care in Thailand

PROSPECTS

Rising demand for anti-pollution products supports growth in sales of dermocosmetics

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 them protect themselves against external factors such as stress and, in particular, pollution.

Anti-agers remains the biggest category in premium skin care

Sales of premium skin care are centred on anti-agers, a category which responds to the widespread consumer demand for value-added products with genuine benefits that can justify higher price tags. One interesting development in premium anti-agers in 2018 was the emergence of local brands, breaking the monopoly that international names previously had on the category.

J-beauty and K-beauty are still particularly popular trends among young people

Shiseido and Amore Pacific remain strong players in premium beauty and personal care and the popularity of these brands is reflective of the love that Thai people have for Japanese and South Korean brands. While Japan has long been a country that Thai people associate with sophistication, high quality and attention to detail, South Korea continues to ride the so-called “Korean wave”, a cultural phenomenon typified by rise of K-pop and Korean drama serials.

COMPETITIVE LANDSCAPE

Amway leads sales in premium beauty and personal care

International direct selling giant Amway maintained its leading position in premium beauty and personal care in 2018. The company’s success is built mainly on the reputation of its Artistry brand, which is present in several different categories, but especially strong in skin care.

Estée Lauder remains a key brand for premium colour cosmetics and skin care

Estée Lauder’s local subsidiary Elca (Thailand) Co Ltd remains in second position in premium beauty and personal care and the company’s various premium brands, including Estée Lauder, Clinique, Mac, La Mer and Bobbi Brown, among others, are among the most dynamic in their respective categories. The company has successfully adapted to the ageing of the Thai population and this has been one of the key components in the company’s defence of its current strong position.

L’Oréal maintains its strong position in 2018

In addition to its strong position in mass beauty and personal care, L’Oréal Groupe is also the third leading company in premium beauty and personal care. The company offers numerous premium brands, including Lancôme, L'Oréal Professionnel, Kérastase, La Roche-Posay, Vichy and Shu Uemura.

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