Asia Personal Care & Cosmetics Market Guide 2016

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IMPORTS Top-three categories of Personal Care and Cosmetics Products Imports into Malaysia in 2015 by Country (%) Market Share HTS Description USA China Japan France Thailand South Korea EU 28 Code 3304 Make-Up & Skin-Care 41 5 28 13 14 57 41 Preparations 3307 Cosmetic & Toilet Preparations, Inc Shaving, Bath Prep and Deodorants 15 15 3 1 11 9 5 3401 Soap & Other Products to 9 2 4 1 8 8 4 Wash the Skin Source: Trade Policy Information System (TPIS), if marked with a * source is Global Trade Atlas EXPORTS Corresponding three categories of Personal Care and Cosmetics Products Exports from Malaysia in 2015 by Country (%) Market Share HTS Code Description Ranking #1 3304 Make-Up & Skin-Care Preparations Singapore 24.41 3307 Cosmetic & Toilet Preparations, Inc Shaving, Bath Prep and Deodorants Australia 11.86 Ranking #2 Hong Kong 11.99 Vietnam 11.33 Ranking #3 Japan 8.70 Singapore 11.25 World (US$) 133,711,814 98,359,227 3401 Soap & Other Products to Wash the Skin Source: Global Trade Atlas Turkey 10.56 United Arab Emirates 8.95 Philippines 6.98 506,474,473 Consumer Profile As of 2016, Malaysia’s population size is 31.3 million. Malaysia’s “15-64” age group makes up two-thirds of the population with per capita income of US$9,766 (2015). Other than the typical Malaysian consumers of mass market FMCG cosmetic and toiletries that include both sexes of the population; the consumer profile of Malaysian can roughly be categorized into age group, household income level, and if they are urban/ rural population. About 70% of Malaysians are urban dwellers. The bulk of job opportunities are centered in the highly urbanized cities of Kuala Lumpur, Penang, and the Johor region near Singapore. It is also this group that has higher disposable income to consume imported products. Malaysia is also seeing increasing demand for skin-care and grooming services by the urban male population. High female work force participation (46.8% according to World Bank), better education, overseas exposure and familiarity with foreign cosmetics and skin care brands, and knowledge of the basics of skin-care regimen are all factors that bode well for U.S. companies planning to do business in Malaysia.
The younger generation females tend to purchase the Korean branded products due to the massive advent of K-pop and K-drama in Malaysia. Further, the price point for Korean cosmetics and personal care products that are available in-country are more affordable in comparison to the U.S., EU, Australian and Japanese products. The typical profile of this consumer group is in this age group of 12-25 range, female, with a high school or higher education level, urban dwellers who resides in middle to uppermiddle income households. The number of skin-care products used for this age group is around three to four, at most five including: cleanser, toner, moisturizer, sunscreen, and acne treatment. In terms of hair-care usage, it’s about 2-3 products: shampoo, conditioner and hair serum. The number of products used is reduced if they serve dual or more functions, i.e. BB or CC creams. Sunscreen/ whitening/ brightening skin-care products are major selling points in this market. Main purchase influencers are friends, social media and YouTube beauty bloggers and vloggers. Malaysian males in this age group usually are simpler and tend to use mass market brands in terms of skin-care products. They typically use one to two face care products: cleanser and acne treatment. Malaysian men are also very focused on hair- styling products. The number of hair products used is comparable to their female counterpart, in the range of 2-3 as well: shampoo, conditioner, and one hair styling product (hair-mud/ styling clay/ hair gel etc.) To date, they have not fully embraced the metrosexual focus. The 25-54 age group is more open to U.S., EU, Australian and Japanese products. The household income level is also a major deciding factor in the consumption habits of this group. The profiles of consumers using U.S. products are urbanites living in upper-middle income households, generally college educated overseas, and are familiar/exposed to western skin-care brands. Men are more inclined towards basic grooming, and a big proportion can be classified in the metrosexual category. Female consumer profiles of U.S. products are similar to their male counterparts, except that they are more discerning and trend towards natural cosmeceuticals. The female to male consumer ratio for facial/ spa treatment is around 3:1. The number of skin-care products used for this age group can be upwards of eight products for females. Daily rituals include double cleanse, tone, essence and/ or serum, eye cream and face cream, sunscreen, and the weekly scrub and mask. The number of products used by the male counterpart is slightly less than the female. The main influencers are facial and spa treatment centers, retail outlets, direct selling companies, and friends. There are also two categorical groups about men in this segment: those that take care of their skin and thus would use comparable number of products as just described (albeit slightly less); or those that just cleanse their face and do little else. Malaysia is located in the tropics and its climate is hot and humid. Thus, it is very important the products formulated for this market does not leave a tacky after feel and can withstand heavy humidity. As for the institutional buyers, they can be divided into two categories: those that will promote a foreign brand name/ trade mark, and those that wish to promote their own private label. Distribution Channels and Marketing Mass market cosmetics and toiletries are usually sold in pharmacies and supermarkets. A smaller range of these products can be found in most mom-and-pop convenient stores and mini markets. The highend and premium brands are usually sold in department stores and stand-alone retail stores and kiosks. Salon and spa brands are frequently marketed directly to the beauty salons and spa businesses. The distributor or agent would commonly have sales personnel make sales calls to the salons and spas. Organic/ natural/ specialty and some cult cosmetic brands are generally sold in standalone stores and organic stores in the various shopping malls. E-commerce is emerging rapidly in the local marketplace, with social media both to research and to conduct cosmetics purchasing increasingly popular.
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Asia Personal Care & Cosmetics Mark
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Table of Contents Country Guide: Au
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Overview of the Domestic Market Siz
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Table I: Total Imports of Personal
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interest, if the products are direc
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eached Australia, despite the count
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Cosmetics that make therapeutic cla
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Personal Care & Cosmetics Products
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Eye Shadow $15 $27 $48 $84 Mascara
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Baby and child specific products ar
Page 21 and 22: 2015 Key Figures: • 63,241 visits
Page 23 and 24: • Stamped copies of power of atto
Page 25 and 26: HS Code Description Tariff VAT Cons
Page 27 and 28: Personal Care & Cosmetics Products:
Page 29 and 30: Hong Kong’s total imports, includ
Page 31 and 32: In developing a distribution strate
Page 33 and 34: In premium skincare products, consu
Page 35 and 36: Hong Kong. Other leading U.S. skinc
Page 37 and 38: 3. “Dermo-skincare products” fo
Page 39 and 40: Personal Care & Cosmetics Products
Page 41 and 42: functional items to more advanced a
Page 43 and 44: market in India. For a new imported
Page 45 and 46: • Product Mix at the trade show:
Page 47 and 48: - The office of the Drug Controller
Page 51 and 52: Distributors notice that products w
Page 53 and 54: ecommended for substantial entry in
Page 55 and 56: Imports from Southeast Asian neighb
Page 57 and 58: - Issued by the manufacturer/princi
Page 59 and 60: products. From the viewpoint of not
Page 61 and 62: Fragrances, especially new product
Page 63 and 64: Shaving Prep 3.00 6.00 13.00 65.00
Page 65 and 66: Color Cosmetics Japanese women use
Page 67 and 68: Upon receipt of the manufacturing o
Page 71: 3304 Make-Up & Skin-Care Preparatio
Page 75 and 76: The majority of the mass market cos
Page 77 and 78: 27.44% of the Malaysian manicure or
Page 79 and 80: to the Muslim consumers should be a
Page 81 and 82: • Population changes will shape e
Page 83 and 84: United Kingdom $23,932 4% $25,649 4
Page 87 and 88: In addition to personal care produc
Page 89 and 90: purchases across all socio-economic
Page 93 and 94: Leading international brands contin
Page 95 and 96: moisturizer than a foundation and y
Page 97 and 98: 2. Hair care preparations (shampoos
Page 99 and 100: There are no import or custom dutie
Page 101 and 102: 2012 2013 2014 2015 Total Market Si
Page 103 and 104: Since the demand for new retail cha
Page 105 and 106: Overview of the Domestic Market US
Page 107 and 108: Annex
Page 109 and 110: COSMETICS MARKET READINESS ASSESSME
Page 111 and 112: Product Function No Not required if
Page 117 and 118: Product Notification Cosmetics prod
Page 119 and 120: Percentage of Ingredients Claimed N
Page 121 and 122: Product Sample Labeling Country of
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ASEAN Table: Cosmetics Indonesia Ma
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Australia Personal Care and Cosmeti
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Table 2: China Imports of Personal
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Table 4: China's Imports of Persona
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HTS Code Description 2011 2012 2013
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HONG KONG'S DOMESTIC EXPORTS BY PRO
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HONG KONG'S IMPORTS BY PRODUCTS, 20
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HONG KONG'S IMPORTS FROM THE U.S. B
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HONG KONG'S IMPORTS FROM FRANCE BY
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HONG KONG'S IMPORTS FROM KOREA (SOU
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India Personal Care and Cosmetics T
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Indonesia Personal Care and Cosmeti
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Japan Personal Care and Cosmetics T
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Malaysia Personal Care and Cosmetic
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Table 2: Philippines Imports of Per
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Table 4: Philippines's Imports of P
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Table 10: Imported Products Share o
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Table 13: HS 37: Cosmetic & Toilet
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Singapore Personal Care and Cosmeti
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South Korea Personal Care and Cosme
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1401 Constitution Avenue, NW Washin
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Asia Personal Care & Cosmetics Market Guide 2016

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