Super premium beauty and personal care in Malaysia was negatively affected by the country lockdown enforced between 18 March and 4 May 2020. During this time, non-essential retail stores were required to close, including standalone stores and department stores such as Isetan, Parkson and AEON.
Brands are continuously investing in new product launches in order to remain competitive. New product launches are particularly aggressive in super premium beauty and personal care during festive seasons.
Discounts and promotional strategies remained crucial for super premium beauty and personal care with consumers being sensitive to pricing and appreciative of the fact that many retailers and manufacturers were offering very good deals. For example, Sephora which carries an extensive range of super premium beauty and personal care, conducted a Long Weekend Sale for in-store and online customers and benefited from MYR100 off with a minimum spend of MYR500.
E-commerce channels will remain an increasingly popular channel for the retailing of super premium beauty and personal care. E-commerce sales are expected to mushroom, thanks to growth in the number of players in this channel since the onset of the pandemic, with this trend likely to continue over the forecast period.
As a result of the pandemic, more super premium beauty and personal care retailers have made an entrance to the category. Some are even planning to open bricks and mortar stores in Kuala Lumpur in a bid to take advantage of lower rents at prime locations there.
More super premium beauty and personal care brands are looking to enhance consumers’ shopping experience with “phygital” comprising both virtual events to boost online sales and physical stores that still cater to customers who prefer to visit bricks and mortar stores. The launch of YSL Beauty Malaysia’s YSL Beauty Records is an enhanced virtual beauty experience conducted via an interactive platform that enables customers to explore YSL Beauty’s bestsellers.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Super Premium Beauty and Personal Care industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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