Skin Care in Taiwan

2020 IMPACT

Compulsory face masks place pressure on demand for skin care products

The requirement to wear hygienic face masks at all times when out in public formed a major plank of the official response to the COVID-19 pandemic in Taiwan during 2020. With numerous scientific studies having proven that the use of disposable hygienic face masks drastically reduces the rate of COVID-19 transmission, the Taiwanese government passed regulations as soon as the pandemic situation began to unfold requiring all people to wear hygienic face masks when taking public transportation and when in public places.

Sales growth accelerates in body care as consumers want to pamper themselves

Body care registered a strong acceleration in sales growth during 2020 as demand for products that can be used to pamper oneself increased substantially. With many Taiwanese people having taken a very strict approach to the principles of home seclusion and social distancing in response to the COVID-19 situation, the attention of consumers is being focused on self-care and pampering, with body care products often forming a key part of such routines.

Local and imported brands benefit as consumers favour value for money

During 2020, the most successful brands in skin care in terms of capturing sales growth included various smaller names of local, South Korean and Japanese origin that offer the crucial combination of high quality at affordable prices. This represents a challenge to the category-leading international brands that were previously dominant in sales of mass skin care as consumers are clearly signalling that they increasingly consider value for money a more important consideration than strong international brand name and reputation.

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