Sun Care in Malaysia

2020 IMPACT

Significant declines across sun care in 2020 due to home seclusion trend

Sun care was the most negatively impacted beauty and personal care category as a direct result of the pandemic and the March lockdown in addition to various restrictions imposed over 2020 as cases of the virus flared up in different areas. The latter resulted in a further work from home order issued by the government for Malaysians located in areas including Selangor and Sabah under the Conditional Movement Control Order in the October due to a surge in cases.

Sun care brands continue to explore cross-category benefits

Adult sun care held negligible share within dermocosmetics and declined in line with falling demand as a result of the pandemic. However, many brands understood that this is likely to be a short-term trend, and that consumers’ concerns about the damage to their skin from the sun’s rays warrants investment in higher quality sun care which claims to not only offer greater protection but also specific properties through cross-category attributes such as Eucerin Sun Fluid Photoaging Control SPF50 which combines sun protection and skin care due to its moisturising properties which claims to visibly reduce wrinkles.

Fragmented competitive landscape with Japanese brands highly ranked

Sun care remained a highly fragmented competitive landscape in Malaysia in 2020, with value share dominated by smaller players under “others”. However, the latter continued to slowly lose ground as local consumers are gradually switching to trusted brands which they perceive to offer greater efficacy.

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