Asia Personal Care & Cosmetics Market Guide 2016

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There is high prevalence of cosmetics and toiletries being sold via the multi-level marketing (MLM)/ direct sales distribution channel in Malaysia. Typically, the MLM companies have their own private labels. They either buy in bulk or repackage the local and/or foreign-sourced products. Some of the cosmetic/ toiletries/ personal care MLM corporations in Malaysia are: Amway, Avon, Cosway, Nu Skin, Nutri-Metics and Mary Kay. Amway and Cosway (a subsidiary of a Malaysian conglomerate and MLM corporation with international presence) are the market leaders. Examples of various brands available in the market are listed per retail chain below: Departmental stores: SK-II, Clinique, Shisheido, Christian Dior, Chanel, Kanebo, Biotherm, Clarins, L’Occitane, Laura Mercier, Cosme Decorte, Origins, Haba, Jurlique, StriVectin, N.V. Perricone M.D., Dr. Sebagh, Dior, Lancome, Estee Lauder, Kose, Bobbi Brown, Shu Uemura, Dr.Ci:Labo, Anna Sui, RMK, Sisley, La Prairie, Guerlain, Laneige, Davidoff, Burberry, etc. Salon/ Spa brands: Sothys, Thalgo, Phytomer, Guinot, Dermalogica, Jeanne Piaubert, Swissline, Casmara, Eve Taylor, Selvert Thermal, Technologia e Natura (TeN), Obagi, Pervonia, etc. Specialty/ Niche/ Cult/ Organic brands: Aesop, Anick Goutal (fragrance), Avalon, Kiehls, Burt’s Bees, Neal’s Yard Remedies, Melvita, Diptyque, Caudalie, T Le Clerc, Three Cosmetics, Innisfree, etc. Pharmaceutical brands: Neo Strata, Vichy, Avene, RoC, Eucerin, Sebamed, Neutrogena, Hado Labo, etc. Nail Polish: Maybelline, Revlon, L’Oréal, Sally Hansen for mass market brands. OPI and Jessica are the two popular professional brands in the market. Bandi Nail, China Glaze, E Jasi and Gelly Fit are now incountry. Hair care products are sold in the mom-and-pop grocery stores, mini markets, pharmacies, supermarkets, and hypermarkets. Organic hair products are usually sold at specialty organic stores, or at select high-end grocery stores. Professional hair care products are sold mostly at hair salons and specialty professional hair care retail stores Product Trends Typically, mass market/ value pricing products do better compared to premium products due to pricing. Premium brands are inherently self-limiting market share, given that only upper-middle income Malaysians can afford these products. Across the board, the main skin-care concerns cited by most Malaysians falls under whitening/ lightening/ brightening of blemish and acne scars, and anti-aging. Anti-aging cosmeceuticals is the most sought after skin-care range. Noninvasive anti-aging products and therapies are best sellers in the salon and spas business. Other anti-aging treatments provided in the market are the use of ampoules, serums, mesotherapy, cosmeceuticals, Microdermabrasion, Intense Pulse Light (IPL), and Tripolar Radio Frequency Therapy etc. There is a rising demand for shine-free and anti-blemish products. Oil-free hydration is highly in demand in comparison to any single store keeping unit (SKU) out of the entire skin-care product mix. Product formulations that provide matt/ silky, non-tacky, and powdery finish type of products would do well in a hot & humid tropical country, like Malaysia. Its populace is also concerned about pigmentation, darkening of the skin tone, and skin cancer making sunscreen in high demand.
The majority of the mass market cosmetics and toiletries available in the Malaysian market place are either manufactured domestically or in the ASEAN region. Market leaders for cosmetics in the fast moving consumer goods (FMCG) segment are the multinational corporations (MNCs). Unilever, L’Oréal, and Proctor and Gamble have strong presences in Malaysia. Popular mass market brands available in the market are mostly from the United States: Cover Girl; Maybelline; L’Oréal; etc. Popular higher priced color cosmetics brands available in the market are mainly from the Estee Lauder Companies, Moet Hennessy Louis Vuitton, and Chanel. As for manicure and pedicure preparations, OPI is market leader In the case of private label skin-care market, the current trend is to have the products formulated overseas (EU and U.S. are the major product formulators) and the final product assembly and packaging is performed in-country. The reason are: bulk container purchase is cheaper as it would involve less shipping cost; further, the cost of packaging is lower in Malaysia; plus having part of the packaging and assembling done in Malaysia allows it to take advantage of regional intra-ASEAN incentives (Association of ten South-East Asian nations). However, the domestic market perception of these locally packaged and manufactured products is not as favorable as those coming directly from overseas, due to product quality, stability and contamination issues. Private label products both formulated and manufactured by the more economically developed countries (MEDC) are perceived to be significantly of higher quality. Market perception of U.S. skin-care is that most of its products are primarily focused on skin rejuvenation, renewal and peeling. This rejuvenation process is achieved by the use of acids, i.e. AHA, BHA and other acids such as lactic and fruit, as well as enzymes. Doctor brands (products bearing a Doctor’s name) are rather popular and organic/ natural skin-care are gaining market acceptance. Other than skin-care and color cosmetics, manicures and pedicures are gaining increasing market acceptance. Nail salons providing manicure, pedicure and nail art treatments are increasing in the major urban and suburban areas. These nails salons are usually located in most middle to high-end shopping malls. Some standalone hair salons and spas also provide manicures and pedicures in major business parks and commercial shop-lots. Popular nail treatment and nail polish used in these salons are OPI and Jessica U.S. professional nail brand China Glaze is available in the market and is a relatively new entrant to Malaysia. Additionally, more South Korean nail care brands like Bandi Nail and Gelly Fit are making inroad into Malaysia. Popular mass market nail polish and nail care brands are L’Oréal, Maybelline, Revlon, and Sally Hansen etc. As a general rule of thumb, local distributor pricing strategy is five times the cost of distributor/wholesale pricing compared to consumer pricing. Rough estimates of basic cosmetics retail pricing in US$ Products Mass Market Premium Low High Low High Perfume 10 15 47 120 Lipstick 6 13 20 24 Eye Shadow 6 13 20 24 Mascara 10 18 17 22 Sunscreen 14 19 24 50 Bronzer/Blush 10 14 24 28 Skin Cream 12 15 26 48 Shampoo/Conditioner 5 7 23 36 Hair Styling Product 8 10 19 24
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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
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2015 Key Figures: • 63,241 visits
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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 and 72: 3304 Make-Up & Skin-Care Preparatio
Page 73: The younger generation females tend
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
Page 123 and 124: 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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