Skin Care in Thailand

PROSPECTS

Serums become more popular than ever

One of the major trends in skin care in 2018 was the seemingly relentless rise in the popularity of products in serum format. Among the most important launches in this area in 2018 was Clarins Double Serum Complete Age Control, which was launched in an innovative new packaging format.

Thais focus more on natural ingredients in their skin care products

With the trend towards more natural ingredients still in full swing, 2018 saw the launch of numerous new skin care products containing increasingly innovative and quirky ingredients. Chief among these was snail mucus, which has become a key ingredient in various products, while products made using dermocosmetic ingredients which claim to be suitable for even the most sensitive skin also registered increased sales.

Whitening and anti-ageing are still the most popular skin care trends

Whitening and anti-ageing remained the key trends in skin care in 2018 and this applies not only to facial care, but also to other skin care categories. Greater demand for whitening products for instance was a major contributor to the positive growth recorded in body care over the year as Thai women showed few signs of reducing their demand for products which promise fairer skin.

COMPETITIVE LANDSCAPE

L’Oréal Thailand Co Ltd remains the leading skin care player

L'Oréal Thailand Co Ltd successfully defended its position as the leading company in skin care in 2018, holding off the strong challenge of arch-rival Beiersdorf. L’Oréal markets a wide range of mass and premium skin care brands including Lancôme, Biotherm, Shu Uemura and Garnier.

Direct selling continues to make its mark on skin care

International direct selling giant Amway is the company behind Thailand’s leading skin care brand Artistry. Although this brand appeals mainly to middle-aged women, Amway is currently engaged in a concerted effort to expand the appeal of its skin care range to include millennial consumes in its core target audience.

Procter & Gamble bets on Olay and innovative packaging to tap into travel retail sales

Although it could manage only fourth position in skin care in 2018, Procter & Gamble remains a highly dynamic player and one which continues to set trends across the category. Towards the end of the review period, Procter & Gamble sought to capitalise on rising sales of skin care through travel retail channels as it relaunched its core mass skin care brand Olay in innovative new packaging that is suitable for travelling.

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