February 2025 Market Analysis

In-Depth Analysis Report of Southeast Asian Facial Cleanser Market in February 2025 (by Country/Region) 1. Indonesia Market Key data: online sales growth YoY: 32% (TikTok Shop contributes 69% of growth), offline growth: 8% Price range: Online RMB 3–5, Offline RMB 5–8 Core Selling Points: 1.Men’s Oil Control & Acne Treatment (55% online share): Products like "KORMESIC Volcanic Mud Cleanser" with activated carbon + salicylic acid, wholesale price RMB 4.4/bottle, driven by TikTok live streams to over 80,000 monthly sales. 2.Halal-Certified Gentle Hydration (40% offline share): Affordable products with glycerin and hyaluronic acid (e.g., "Biore Moisturizing Cleanser"), achieving a 30% repurchase rate in convenience stores. Growth Trends: Online: TikTok’s "Men’s Skincare Challenge" boosts sales of combo sets (cleanser + toner) by 180%. Offline: Traditional supermarkets expand "men’s oil-control zones" to 12% shelf space. Underperforming Selling Points: Whitening (10% online share): Low conversion rate (<4%) as consumers prefer specialized whitening serums. Anti-aging (6% offline share): Consumers over 30 prioritize high-price anti-aging creams. 2. Thailand Market Key data: online sales growth YoY: 25%, Offline growth: 7% Price range: Online RMB 29–38, Offline RMB 49–68 Core Selling Points: 1.Natural Ingredients (50% online share): Products like "Beauty Buffet Milk Cleanser" with milk protein + niacinamide, achieving 40,000+ monthly sales on Shopee flagship stores. 2.Sensitive Skin Care (35% offline share): APG amino acid-based products (e.g., "Voodoo Snake Venom Acne Cleanser"), with 20% penetration in pharmacy channels. Growth Trends: Online: TikTok influencers promoting "7-day sensitive skin improvement" drive ceramide-containing product sales up 120%. Offline: Watsons expands "Natural Ingredients Zones" with 30% YoY SKU growth. Underperforming Selling Points: Strong Cleansing (8% online share): 22% return rate for soap-based products due to skin barrier concerns. Men’s Specific (5% offline share): Local men prefer unisex/women’s product lines. 3. Vietnam Market Key data: online sales growth YoY: 40%, Offline growth: 15% Price range: Online RMB 5–10, Offline RMB 10–15 Core Selling Points: 1.Cost-Effective Oil Control (65% online share): Products like "HAZELINE Refreshing Oil-Control Cleanser" (RMB 5–10) occupy 2 of the top 10 spots on Lazada. 2.Herbal Formulas (25% offline share): Cucumber/aloe vera-based products (e.g., "E100 Cleanser") see 100% sales growth in traditional markets. Growth Trends: Online: TikTok’s "Student Essentials" trend drives travel-sized pack sales up 250%. Offline: Convenience stores introduce "24-hour self-service cleanser testers" to boost trial purchases. Underperforming Selling Points: Anti-Pollution (7% online share): Low relevance as consumers prioritize sunscreen. Premium Lines (3% offline share): <8% turnover rate for products over RMB 50. 4. Malaysia Market Key data: online sales growth YoY: 20%, Offline growth: 6% Price range: Online RMB 85–120, Offline RMB 27–45 Core Selling Points: 1.Deep Cleansing (45% online share): Products like "Laneige Multi-Cleanser" (RMB 85) with papaya enzyme, achieving a 90% positive review rate on e-commerce. 2.Gentle Sensitive Skin (30% offline share): Products like "Simple Hydrating Gel Cleanser" (RMB 27) hold 15% market share in pharmacy channels. Growth Trends: Online: "Oily-sensitive skin suitable" tags increase search volume by 180%, boosting amino acid + soap-based hybrid products. Offline: Department stores expand "men’s skincare zones" with 40% SKU growth for men’s cleansers. Underperforming Selling Points: Exfoliation (9% online share): Low demand due to over-cleaning concerns. Luxury Packaging (4% offline share): Low acceptance of packaging-driven premium pricing. 5. Singapore Market Key data: online sales growth YoY: 12%, Offline growth: 4% Price range: Online RMB 115–150, Offline RMB 49–85 Core Selling Points: 1.Premium Efficacy (50% online share): Products like "NING Amino Acid Cleanser" (RMB 115) with patented brightening ingredients, seeing 180% growth in cross-border e-commerce. 2.Eco-Friendly Concepts (30% offline share): Refillable products (e.g., "Kino Welcos") achieve 35% sales growth in department store counters. Growth Trends: Online: "Ingredient-conscious" consumers drive demand for patented ingredients (e.g., ectoin). Offline: Sephora’s "cleansing efficacy testing" attracts premium consumers for in-store experiences. Underperforming Selling Points: Budget Lines (7% online share): <4% repurchase rate for products under RMB 20. Fruity Fragrance (6% offline share): Preference for fragrance-free or mildly scented products. 6. Philippines Market Key data: online sales growth YoY: 30%, Offline growth: 9% Price range: Online RMB 15–20, Offline RMB 20–30 Core Selling Points: 1.Whitening & Brightening (55% online share): Products like "Pond’s Rice Bright Cleanser" (RMB 15–20) with niacinamide, ranking top 5 on Shopee. 2.Acne Control (25% offline share): Salicylic acid-based products (e.g., "Neutrogena Acne Cleanser") hold 10% market share in convenience stores. Growth Trends: Online: "Whitening + acne control" dual-effect products see search volume up 160%. Offline: SM malls launch "night skincare zones" focusing on evening cleansers. Underperforming Selling Points: Anti-Aging (6% online share): Consumers over 35 rely more on anti-aging creams. Men’s Specific (4% offline share): Male consumers prefer unisex products. 7. Comprehensive Trends & Product Selection Recommendations 1.High-Potential Markets: Indonesia: Prioritize men’s acne-control lines and halal-certified products. Vietnam: Deepen herbal oil-control lines with 40% YoY. 4.Risk Warnings: Avoid whitening claims in Indonesia and anti-pollution concepts in Vietnam. Ensure medical certifications for sensitive skin products in Thailand.