The COVID-19 pandemic placed significant pressure on sales of super premium beauty and personal care during 2020 as the changes that were seen in the lifestyles of local consumers had a major impact on demand for a wide range pf super premium beauty and personal care products. One of the most important factors influencing demand was that many people wore hygienic face masks whenever venturing outside of their homes.
One of the most noteworthy trends in super premium beauty and personal care during 2020 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 quarantine lockdown as well as the rockets of consumers to go shopping in crowded stores and shopping centres due to fears of contagion at the peak of the COVID-19 pandemic.
During 2020, the requirement to wear a hygienic face mask for much of the time when outside of the home led many Thai people to develop unsightly acne. The inability of the skin to breathe properly whilst underneath the surface of the mask caused clogged pores, with many consumers subsequently seeking skincare products that can help them to avoid developing what quickly came to be known as “maskne”, while others looked for products that could help them to treat and soothe their maskne-riddled skin.
The huge shift towards online sales of super premium beauty and personal care that was seen in Thailand over the course of 2020 is expected to foreshadow a new era in the online retailing of such products. In comparison with other categories of luxury goods, super premium beauty and personal care has advantages when it comes online retailing.
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 1-8 June 2020 and on its D-Day Grand Launch on 9 June.
In addition to the shift towards e-commerce that is expected to be seen in super premium beauty and personal care during the forecast period, the marketing and communications strategies of the category’s leading players are also expected to head online. In particular, social media is expected to become far more important as a medium for connecting with target consumers and building a strong and loyal audience.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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