Super Premium Beauty and Personal Care in Thailand

2020 IMPACT

Lifestyle changes due to CO is VID-19 place pressure on demand

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.

Sales and marketing head online as store-based retailing comes under pressure

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.

Consumers seek solutions to skin complaints caused by wearing of hygienic masks

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.

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