Skin Care in Thailand

PRE-COVID-19 PERFORMANCE

Cosmeceutical products address consumers with sensitive skin in 2019

Cosmeceutical products continued to become more visible in 2019. Many consumers believe their skin is suffering from daily damage due to factors such as pollution and UV light from the sun, which is in turn leading to more sensitive skin.

Innovation and differentiation drive value growth in 2019

Product differentiation and innovation drove value growth in skin care in 2019, with products labelled as vegan, not tested on animals or cruelty free and vegan increasingly visible. A number of brands were active in this positioning, including The Body Shop, Lush, Mina (from Spain), Mad Hippie (an organic brand from the US) and Ira Natural (a domestic brand with EcoCert, using eco-friendly paper for its packaging).

Brands use technology to improve their offering

L'Oréal Thailand Co is increasingly using technology to improve its overall offering to consumers. The company uses AI technology in its Effaclar Spotscan for La-Roche Posay.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow by 0% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 7% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Face masks recorded the strongest retail volume growth within skin care in 2019 as more women used these products in pampering moments, as well as to maintain or improve their complexions. Face masks is set to continue to record strong growth in consumption in 2020, albeit at slightly lower levels than in 2019, as women continue to use these products in moments of relaxation and pampering during the stresses of home seclusion.

Recovery and opportunities

Although skin care is anticipated to return to good constant 2019 value growth in 2021 and beyond, rates will likely be lower than those envisaged in our research conducted at the end of 2019 before the spread of COVID-19. Manufacturers are expected to keep constant value price rises to a minimum for the majority of skin care products in order to encourage a return to growth over the forecast period, with the exception of premium formats such as premium firming/anti-cellulite body care and facial cleansing wipes.

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