Asia Personal Care & Cosmetics Market Guide 2016

Distribution Channels and Marketing - Cosmetics & Toiletries
Figure 1: Market Segmentation & Breakdown of Retail Trade in Singapore
Personal Care Stores
•Watson's
•Unity
•Guardian
•Independent pharmacies
•Mustafa
Department Stores
•Marks & Spencer
•Isetan
•John Little's
•Metro
•OG
•Robinson's
•Tang's
•Takashimaya
•BHG
General Trade
•7-Eleven
•Cheers
Beauty Concept Stores
•Sephora
•Sasa
•Beauty Language
•Skin Inc.
•Venus
Supermarkets
•NTUC Fairprice
•Giant
•Cold Storage/Jason's/Market Place
•Sheng Siong
•Mustafa
General Trade
•Wholesalers
•Medical Halls
•Minimarts (Mom & Pop shops)
E-Commerce
Product Trends
The key trend that will drive the sales growth of cosmetics and toiletries is the “premiumization” of
products as a result of customers enjoying increased disposable income levels and the rising affluence of
the general population. Sophisticated and the more discerning consumer are constantly exposed to
social media and other beauty news platforms, both print and online and as a result, they are more
eager to test new and different personal care products.
Singapore is an affluent market and is considered a showcase market for the rest of Southeast Asia.
Often-times, fashion trends are developed and adopted in Singapore before introduction to neighboring
markets. U.S. products enjoy a good reputation in Singapore and U.S. exporters should use Singapore as
the launching pad into the region.
Sales of color cosmetics and skincare (including facial masks) have remained constant over these past
two years. Facial make-up continues to be the most dynamic performing of all color cosmetics products.
An increasing number of image-conscious, career women and the growing number of girls using makeup
at a younger age contributed to the sustained performance of this subsector. Over the years, more
consumers have been paying attention to skincare and trending are Korean-beauty products such as the
BB and CC creams which color corrects as well as reduce the appearance of redness. Trending is the
“dewy, fresh, light-weight, no make-up look” and there is increased popularity in what is called “cushion
compact/foundation” which achieves this result with added SPF, extra hydration and anti-aging benefits.
They are also easy to use and comfortable on the skin as these lightweight creams function more as a