Skin Care in Malaysia

PROSPECTS

Anti-ageing products are popular

Skin care products with an anti-ageing positioning remain popular amongst Malaysians. Both premium and mass anti-ageing skin care products continued to show outstanding performances thanks to strong demand.

Skin care products to combat digital stress

According to the latest survey by Malaysia’s Department of Statistics, the usage of smartphones for internet access reached 98% in 2018. A larger number of Malaysians have long exposure to smart devices, which prompts high digital stress.

Dermatological skin care

Dermatological skin care ranges continue to excel, with many consumers willing to spend on these products. Eucerin, for example, launched a new range, Eucerin Pro Acne Solution, to target consumers with acne.

COMPETITIVE LANDSCAPE

Innovation in skin care

In order to remain competitive, all skin care players continue to rely heavily on the launch of innovative skin care products with new ingredients. For instance, Bio-essence unveiled new products such as Bio-essence Bio-Bounce Collagen Cleanser, with collagen the key ingredient to keep the skin bouncy and refreshed.

Stand-alone stores

Many skin care players are moving from beauty counters located within department stores to stand-alone boutiques. More new skin care brands which have entered Malaysia have chosen to set up stand-alone stores within shopping centres instead of beauty counters within department stores.

Skin care sets/kits as a promotional tool

Skin care retailers continue to use skin care sets/kits as a marketing tool to promote brands. There are a large number of skin care sets/kits available in the form of value packs, offered by brands such as Bio-essence, Eucerin, L’Oréal, Nanowhite and Nutox.

Files are delivered directly into your account within a few minutes of purchase.