Despite the gradual evolution of the concept of beauty, the desire to achieve fair skin remains universally popular in Taiwan. In line with this popular trend is the rising awareness that exposure to UV rays causes wrinkles and premature ageing.
Despite increasingly unpredictable weather patterns, the sun can be particularly strong during July and August in the country. Broad-spectrum sun care products are becoming increasingly popular, especially those offering the highest level of protection, SPF50.
Water sports are becoming increasingly popular in Taiwan, which is leading to a rising awareness of sun care products that do not cause harm to the environment or ocean pollution. It is estimated that significant volumes of sun protection wash off people engaged in water sport and have a negative impact on coral reefs and sea creatures.
During 2018, L’Oréal Taiwan retained first spot seeing its share grow over the previous year. The company enjoyed a much better performance than its closest competitor, Taiwan Shiseido, the share of which declined.
L’Oréal Taiwan’s La Roche-Posay brand achieved a strong performance in 2018 with its Anthelios extension enjoying particularly dynamic growth. This range of sun care provides broad-spectrum protection specifically formulated for sensitive skin and which is also tailored to skin-type.
In order to regain some ground in the category, Taiwan Shiseido is concentrating on the distribution of its Anessa brand line. The brand is currently widely distributed via department stores such as Watsons and via internet retailing.
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This industry report originates from Passport, our Beauty and Personal Care market research database.