Skin Care in Malaysia

PRE-COVID-19 PERFORMANCE

Dynamic anti-agers sees strong activity in new launches in 2019

Skin care recorded an ongoing strong performance in current value terms in 2019, driven by demand for products which consumers perceive to offer greater specific value including anti-agers under moisturisers and treatments, a trend notable in both premium and the larger mass segments. Demand for products that not only claim to offer anti-ageing results but can also boast phrases such as “scientifically proven” are driving ongoing demand for dermocosmetics within skin care, with the likes of L'Oréal Dermo-Expertise continuing to record double-digit current value growth as it can claim that it has been scientifically proven to reduce sagging of mature skin addition to its anti-age spots formula.

Use of natural ingredients explored by increasing number of skin care brands in 2019

As noted within a number of beauty and personal care categories in Malaysia, local consumers are increasingly attracted to products that have been made using natural active ingredients such as aloe vera, charcoal, green tea, and white clay, due to rising health consciousness. Brands which are addressing this rising demand include the Utena Everish range (aloe vera and charcoal), the entire Beautea line by Safi, a local skin care range which utilises the anti-oxidant effects of premium white, green and black tea leaves, and Bio-essence Bio Treasure Japanese Cherry Blossom Brightening Face Wash, which also includes bamboo extract and apricot seed.

Mass brands continue to dominate skin care in 2019, urging premium players to enter this segment to expand their consumer reach

Mass brands continued to dominate skin care in Malaysia in 2019. However, due to their higher prices, premium brands such as Procter & Gamble’s SK-II, Shiseido, L'Oréal’s Lancôme and Biotherm and Estée Lauder all rank highly overall.

2020 AND BEYOND

COVID-19 impact

Value sales of skin care are now expected to grow by 6% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 9% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Despite an overall general slowdown predicted for skin care’s value sales at constant 2019 prices in 2020 in response to COVID-19 due to weaker demand for larger categories such as moisturisers and treatments, including mass anti-agers, a number of skin care products are set to experience marginally higher demand due to the home seclusion and preventative health trends during the pandemic. Mass face masks is set to record the highest volume growth in 2020, due to the closure of beauty salons as non-essential businesses, encouraging consumers to turn to at-home beauty treatments instead, a trend which will also positively impact demand for hand care.

Recovery and opportunities

Normalisation in purchasing behaviour is set to resume from 2021 for skin care with higher value growth at constant 2019 prices predicted for the overall category over the forecast period compared to the review period. Some 2020 trends will remain relevant with mass liquid/cream/gel/bar cleansers set to continue to record ongoing strong demand in line with a general strengthening focus on personal hygiene, while demand for face masks will also remain high, despite a likely return to beauty salons once strict lockdown measures are eased.

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