Super Premium Beauty and Personal Care in Thailand

2021 DEVELOPMENTS

Given the ongoing presence of the virus in the country and around the world, industry players focus on novel product launches with multiple benefits and premiumisation via product packaging

In 2021, the make-up trend moved towards indoor make-up while there was also a strong trend among women to avoid wearing make-up entirely given that many were still required to work from home. New product launches focused on offering multiple benefits with packaging continuing to play an important role in the appeal of these products by emphasising their premium nature.

Store-based retailing remains paramount with outlets creating ambience around new product launches and engaging in free sampling

Despite a shift online, store-based channels remained by far the most significant for sales of super premium beauty and personal care in 2021 as they deliver both a combination of product range and customer service. For instance, Maison Christian Dior at ICONSIAM, which launched in 2019, introduced its Toile de Jouy Animation collection of fragrance in 2020, after the boutique had been transformed with the “Toile de Jouy” theme in support of the launch.

Shift towards online sales and marketing as well as discounting and promotional campaigns is prolific in 2021

One of the most noteworthy trends in super premium beauty and personal care since the onset of the pandemic, was the shift towards online sales and marketing that was undertaken by many of the category’s leading players. This was partially in response to the unavailability of store-based retail channels during the lockdown in 2020 as well as the avoidance tactics of consumers to shop in crowded stores and shopping centres over fears of contagion in 2021.

PROSPECTS AND OPPORTUNITIES

A growing variety of new product developments around numerous themes maintain dynamism over the forecast period

New product developments will be key in maintaining category dynamism over the forecast period with a stronger focus on limited editions. For example, Chanel celebrated its 100-year anniversary by launching its Chanel Factory 5 Collection, which is a unique collection created to celebrate this special anniversary.

Global brands leverage on international campaigns such as National Lipstick Day while also focusing on customised local and national campaigns

Brands are expected to make the most of international movements both in terms of new product launches and key advertising campaigns. For example, for National Lipstick Day on 29 July 2021, Mac joined the celebration by offering free lipstick, a travel brush and mineralise blush.

While stores remain paramount, greater consumer engagement is seen online as industry players launch online stores and virtual try-on services

With sales of super premium beauty and personal care expected to shift further towards e-commerce during the forecast period, the category’s leading brands are expected to pay more attention to improving their online presence, primarily through the establishment and development of their exclusive e-commerce websites. Brands that have already established their own online stores include Kérastase, which recently launched its official online store via Lazada, offering a wide range of products, including under promotional price discounts of 30-40% during its pre-sale period during and on its D-Day Grand Launch.