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.
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.
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.
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.
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.
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.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Super Premium Beauty and Personal Care industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.
See All of Our DefinitionsThis report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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