Super Premium Beauty and Personal Care in Malaysia

PROSPECTS

Booming demand attracting growing number of new 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.

Rising consumer image consciousness fuels demand for super premium skin care

Super premium skin care continues to record strong growth, with demand for brands like La Mer, Shu Uemura, Bobbi Brown and Laura Mercier being boosted by the launch of various new products and publicity through roadshows. For example, La Mer opened a new standalone store in George Town’s grand waterfront shopping mall, Plaza Gurney, to increase proximity to consumers.

Leading brands increasingly targeting men to expand consumer bases

In recent years, there have been a number of aggressive new launches within luxury men’s fragrances. Examples include Ermenegildo Zegna Essenze, Les Colognes by Louis Vuitton, Emporio Armani’s Stranger with You and Montblanc Explorer.

COMPETITIVE LANDSCAPE

Strong promotional and development investment boosts international brands

International brands continue to dominate sales within super premium beauty and personal care and to expand their presence within the category. For example, Cle de Peau launched its first flagship store at the end of 2018, with the company showcasing the recent launch of new lines such as its Key Radiance Care line with new Skin-Empowering Illuminator.

Omnichannel facing growing competition from monobrand and online stores

The surge in the popularity of independent brand stores in Malaysia continues, with such outlets offering more control over marketing strategy. For example, Yves Saint Laurent Beaute recently opened its sixth Malaysian outlet in Kuala Lumpur, featuring a modern and opulent design, bordered with glossy sleek black panelling and complete with signature YSL gold embellishments.

Leading brands engage in widespread price discounting to attract consumers

Many retailers, such as AEON, Isetan, Sasa and Sephora, continue 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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