Super Premium Beauty and Personal Care in Malaysia

PROSPECTS

Entrance of more fashion brands

An increasing number of fashion brands are becoming highly visible in super premium beauty and personal care in Malaysia. Over the review period brands like Tom Ford and Yves Saint Laurent opened new beauty specialist outlets in major shopping malls in the Klang Valley.

Super premium skin care in strong demand

Super premium skin care continued to record strong growth in 2018. Strong demand for super premium skin care brands like La Mer, Shu Uemura, Bobbi Brown and Laura Mercier continued to be reflected in the launch of various new products and publicity through roadshows.

COMPETITIVE LANDSCAPE

Estée Lauder remains the leading player

Estée Lauder remained the leading player in super premium beauty and personal care in 2017 thanks to its wide portfolio of brands, which includes La Mer, Bobbi Brown, Aramis, Michael Kors, Tommy Hilfiger, Tom Ford, Tory Burch, DKNY and Ermenegildo Zegna. The company remained highly active in terms of brand marketing and also regularly launched new products to maintain consumer interest.

Omnichannel retailing

Super premium beauty and personal care players are engaging in omnichannel retailing to widen the distribution of their products across Malaysia. A mix of both online sites and social media platforms like Facebook as well as offline channels like bricks-and-mortar stores are generally used by the leading super premium beauty and personal care players like Estée Lauder and L’Oréal to market their products.

Promotional pricing

Many retailers, such as AEON, Isetan, Sasa and Sephora, continued to offer promotional prices on super premium fragrances and skin care sets to attract customers. For example, super premium fragrance box sets from brands like Calvin Klein, Christian Dior and Givenchy are always marketed prior to festive periods like Christmas to boost sales.

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