Super Premium Beauty and Personal Care in Thailand

PROSPECTS

Continued growth for super premium beauty and personal care

Consumers are willing to pay more for their super premium beauty and personal care products. Despite the strong growth being seen in non-premium and pharmaceutical brands, super premium beauty and personal care continues to register very healthy current value growth rates, with a similar performance expected over the forecast period.

Small tweaks rather than wholesale changes to keep consumers interested

Unlike affordable skin care brands, the strategy of super premium beauty and personal care brand owners will not be to launch lots of new products with totally new formulas. Instead, they will stick to using the core brand image/positioning and the main product, and offer slight changes in formula or packaging.

Online channel can increasingly serve as a marketing tool

Internet retailing is well placed to develop and grow in Thailand over the forecast period as more and more brands introduce online purchasing platforms to respond to the increasingly digitised lifestyles of local consumers. Having an online presence could help brands to strengthen their relationship with the target audience and, more importantly, create a seamless shopping experience for customers.

COMPETITIVE LANDSCAPE

La Mer remains a strong brand for Elca/Estée Lauder in Thailand

La Mer and Bobbi Brown continue to be important brands for Elca (Thailand), the local Estée Lauder representative. Thai consumers have a positive perception of La Mer skin care, while colour cosmetics may be the first image to come to mind when thinking of Bobbi Brown.

Brands shift towards multibrand beauty stores

Many luxury brands in super premium beauty and personal care are expanding their distribution networks by adopting multibrand beauty stores as strategic points of sale. Both international and domestic chained multibrand beauty stores, such as Sephora and Eveandboy, play important roles in drawing the attention of Thai consumers to luxury beauty care platforms.

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