Asia Personal Care & Cosmetics Market Guide 2016

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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
moisturizer than a foundation and yet provide the benefits of coverage. Skincare regimes including facial masks that incorporate healing and anti-aging properties and ingredients such as argan oil serum green tea extract, Vit C, Mandelic acid are popular. Haircare sales continue to grow underpinned by an increased usage of colorants, styling agents and salon hair care products. Salon stylists continue to use aggressive sales tactics, promotion packages and loyalty programs to entice their customers to purchase from them. These stylists function as advisers and provide haircare and styling advice to their clients. The typical Singapore household has more than one brand of shampoo in order to meet the varying needs of each family member. Hair care brands that differentiate and address hair and scalp problems tend to have a more loyal following compared to the mainstream hair care brands that are more generic. Premium women’s fragrances dominate overall fragrance sales as women are more likely than men to own a variety of different perfumes. Consumer preferences tend to favor scents that are light, fresh and fruity as opposed to strong, flower scents. On the contrary, sales of mass fragrances are extremely mixed and very fragmented. Various mass market brands emerge every year, many of which are attempts at imitating popular premium fragrances. These are marketed without fanfare or promotion. Nail spas, pedicure and manicure products have continued to enjoy sustained growth in Singapore and is popular among women of all ages. Those that specialize in nail art are still popular with women visiting them on a regular basis. This augurs well for the sub-sector. Pricing: how local distributors determine prices (e.g. markup, other costs) Based on interviews with local distributors, ideally, they would request for at least a 5X (5-times) markup. This will allow them to comfortably factor in advertising and promotional fees including e- commerce marketing and social media promotion, logistical costs associated with importing the product as well as provide some flexibility for negotiating with the large mass-market retail stores that require distributors to pay listing fees to have product on their shelves. Representative retail prices for the following products (US$) Products Mass Market Premium Low High Low High Perfume $14.63 $45.59 $47.79 $205.88 Lipstick $1.40 $36.69 $32.26 $58.82 Eye Shadow $5.81 $16.76 $25.74 $77.21 Mascara $4.34 $21.99 $25.00 $53.68 Sunscreen $6.99 $51.40 $25.00 $125.00 Bronzer/Blush $3.09 $16.84 $27.94 $61.76 Skin Cream $4.78 $102.21 $33.09 $544.12 Shampoo/Conditioner $3.60 $36.69 $23.53 $114.71 Hair Styling Product $3.53 $18.31 $25.00 $50.00
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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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• Stamped copies of power of atto
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HS Code Description Tariff VAT Cons
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Personal Care & Cosmetics Products:
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Hong Kong’s total imports, includ
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In developing a distribution strate
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In premium skincare products, consu
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Hong Kong. Other leading U.S. skinc
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3. “Dermo-skincare products” fo
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Personal Care & Cosmetics Products
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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 49 and 50: Personal Care & Cosmetics Products
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 and 74: The younger generation females tend
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: Leading international brands contin
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
Page 125 and 126: Australia Personal Care and Cosmeti
Page 137 and 138: Table 2: China Imports of Personal
Page 139 and 140: 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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