Premium Beauty and Personal Care in Vietnam

PROSPECTS

Premium skin care is in high demand

Premium facial care is the biggest category in premium skin care. The increase in the country’s GDP and the rise in the middle class have contributed greatly to sales growth in premium skin care.

Premium lip products have good potential

Thanks to social media providing exposure to trends in Western countries and Korea, young Vietnamese females tend to put more make-up on daily than previous generations. However, their make-up style is more Korean and Japanese in style, with the hot trend being minimal make-up to emphasise natural beauty.

Premium women’s fragrances registers strong growth

Vietnam’s fragrances category is dominated by premium brands. These offer several options for both male and female consumers.

COMPETITIVE LANDSCAPE

Shiseido Cosmetics Vietnam Co Ltd leads sales

Shiseido Cosmetics maintained its leadership in 2017, running several marketing campaigns among a strong stand-alone retail network of nearly 30 stores. Shiseido Cosmetics products vary from skin care to sun care, fragrances and colour cosmetics, but there is a key emphasis on whitening and anti-ager facial care.

OHUl Vietnam develops an e-commerce platform

In 2017 OHUI Vietnam grew its store-based network of nearly 50 units across big cities in Vietnam. To adapt to the online sales trends and expand its sales network to other cities, OHUI started selling online with Lazada and became one of the first premium players to enter internet retailing.

Premium pharmacy beauty products emerge

In addition to all the premium skin care and colour cosmetics, premium pharmacy items grew fast in 2017. L’Oréal Vietnam Co Ltd is the leader in this niche so far, with a few brands such as Kiehl's, Vichy and La Roche-Posay.

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