Skin Care in Taiwan

PROSPECTS

High-performing essence and concentrates achieve robust growth backed by technology

Consumers in Taiwan, especially women, are looking for high-performance skin care products. The leading brands are also actively engaged in innovation, focusing on essence and concentrates via the application of new skin care technology.

Premium brands set to achieve considerable growth momentum

Increasing awareness of personal image is encouraging consumers to trade up to premium products, which are generally preferred for their high performances and efficacy. Premium brands account for the majority of sales in skin care as these products are considered to be inherently indulgent and luxurious items but also highly efficacious often backed by proven scientific research.

Face masks and anti-agers set to continue registering strong growth

Premium face masks achieved strong growth in 2018 as these products have a long-standing role in the skin care culture in the country. Thanks to growing consumer awareness of the importance of skin care in helping to maintain a youthful appearance, sales of premium products have risen alongside growth in domestic demand as well as increasing interest from tourists, especially for local products.

COMPETITIVE LANDSCAPE

L'Oréal Taiwan leads in skin care

L'Oréal Taiwan benefits from its broad portfolio of mass, premium as well as pharma brands. Giorgio Armani, Kiehl’s and La Roche-Posay (Anthelios) all enjoyed strong growth in 2018.

Outstanding performance for Procter & Gamble

Second ranking Procter & Gamble achieved strong double-digit growth in 2018, thanks to the success of its globally renowned umbrella brand SK-II. SK-ll benefits from high brand awareness and is especially famous for its anti-ageing products.

International players dominate although local players perform well

Given that skin care is a category that is characterised by highly advanced products, the success of most brands is dependent on significant investment and marketing initiatives by brand owners. As it is only large global enterprises that can afford to engage in such activities, skin care in Taiwan is dominated by major international companies.

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