Super Premium Beauty and Personal Care in Thailand

PROSPECTS

Member exclusivity is a powerful tool

Super premium beauty and personal care is expected to register a healthy retail current value growth performance over the forecast period. However, the category may be threatened by an overwhelming demand for widely available non-premium and pharmaceutical brands/products.

New products to act as a magnet for consumers

Within super-premium beauty and personal care, skin care and colour cosmetics are set to remain the most active and fastest-growing categories over the forecast period. Skin care and colour cosmetics are expected to continue to see the penetration of super-premium brands, including fashion names like Burberry, Yves Saint Laurent, Chanel, Tom Ford, Louis Vuitton and Givenchy.

Online channel intensifies the distribution landscape

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

Elca (Thailand) leads a fragmented category

Through fighting brands like La Mer and Bobbi Brown, Elca (Thailand) maintained its leadership of super-premium beauty and personal care in 2017. 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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