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Skin Care in Taiwan

Taiwan skin care market: Procter & Gamble a leading player during 2012

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2014-01-24 22:33:02 - Skin Care in Taiwan - a new market research report on

International players dominate skin care in Taiwan. The top four players in skin care had a combined value share of 45% in 2012. These companies, Taiwan Shiseido Co Ltd, Procter & Gamble Taiwan Ltd, L´Oréal Taiwan Co Ltd and Elca Inc (Taiwan), saw their shares strengthen slightly. Following the leading four are two direct selling players, DHC Taiwan Corp and Amway Taiwan Co Ltd. The two had a combined value share of 8% during the same period.

The terms "age-freeze beauties" and "low asset girls" appeared regularly in the Taiwanese media and reflected the leading trends in 2012 in skin care. The first term came from manufacturers´ attempts, with the help of the media, to push consumers to continue to use



anti-agers even as the economy impacted on their spending power and restricted other purchases. The second term refers to younger females on lower wages. This is a very large group and as younger consumers they are a preferred target of manufacturers. Both mass and even premium brands offered appealing products targeted at this group.

Skin care is expected to grow robustly with an overall strong and increasing rate of growth in constant value terms. Improvements are expected in the economy which should result in increased willingness to purchase. Most skin care categories are likely to grow at a similar rate. Unit prices are likely to grow healthily.

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Mike King
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