Sun Care in Malaysia

PROSPECTS

Sun protection drives growth

The tropical climate in Malaysia is a strong factor driving growth in sun protection. Long-term exposure to harmful UV rays such as UVA and UVB is proven to cause damage to the skin, and even diseases such as skin cancer.

Self-tanning reaches maturity

The definition of beauty in Malaysia is usually associated with fair skin, which limits demand for self-tanning products. Demand for self-tanning products mostly comes from tourists, who prefer tanned skin.

Sun protection formats

Consumer preferences help to determine the product formats in sun care ranges. Whilst liquid format sun protection was still the most popular, spray format witnessed increasing visibility in 2017.

COMPETITIVE LANDSCAPE

International players lead

In 2017, sun care in Malaysia continued to see leading performances from international players such as Edgewell Personal Care Brands, Beiersdorf, Kao and Rohto Pharmaceutical (GBOs). These companies have established strong brand reputations through various sun care brands, such as Banana Boat, Nivea Sun, Bioré, Coppertone and Sunplay.

The rising presence of private label

A rising number of private label lines, such as Watson’s and Guardian, are tapping into sun care. Private label lines such as Watson’s Kids Spray SPF50+, Watson’s Aqua UV Sensitive Sun Protection Spray and Watson’s Hydrating After Sun Body Gel, are available in baby and child-specific sun care, aftersun and sun protection.

Store-based retailers dominate distribution

Sun care products are retailed in most store-based outlets, such as health and beauty specialist retailers Watson’s, Guardian and AEON Wellness, as well as various leading hypermarkets and supermarkets, such as Tesco, Giant and AEON. Besides, sun care products can also be found in tourist hotspots, such as in mini marts at beach locations.

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