MY Style 2009

A syndicated initiative by TNS-RI Malaysia to provide a holistic view of the personal care market in Malaysia, thereby for the first time offering an integrated and comprehensive perspective combining the Hair Care, Skin Care and Cosmetics categories.

The survey

The survey covered 600 respondents from Peninsular and East Malaysia and represents Malaysia’s population covering mass affluent and internet savvy users.

This syndicated study aims to understand the usage behaviour of personal care products that both men and women use and their motivations for usage. The products covered in the study include a wide range of personal care products ranging from bar soap to moisturizers to lipsticks to hair serums and the overlaps that exist between them. Furthermore, psychographic clusters would enable a sharper focusing for effective marketing and communication.

Global business solutions

In addition, this study provides a unique insight into the Personal Care Market using two very unique TNS-RI proprietary tools;

Conversion Model™

Identify the committed and uncommitted users of a category or brand.
Understand what drives commitment and explore ways of attracting committed users.

Future View™

Identify Future Shapers of the personal care market – who they are, what they do, what products do they use and how to attract them.

A quick peek into some key findings:

While almost all Malaysians feel looking good boosts their confidence (90%), a good 3/4th want to look good the “natural way”– just by enhancing what they already have.
Most feel that a healthy and good diet will keep them looking good while cosmetics help to enhance their looks.
While they are open to experimenting with new products, there is a sense of safety required to ensure that the products are not too harmful.
Beauty Care products are also seen to be a way of ‘pampering’ oneself and a good 1/4th also avail massages and other treatments from salons/ spas apart from the usual hair and skin care services.
The Malaysian consumers are very committed to the brands they use (80%) and do not seem likely to shift out or switch to a new brand.
Across the different beauty care products available in the market, right from cosmetics to hair care, Malaysians give a lot of importance to the choice of brand they use.

For more details or to subscribe to MYStyle 2009 please contact our local representatives at PriyaStephen.Joshua@tns-global.com or Satish.Pai@tns-global.comm or you may reach us over the phone: +603-27878888.

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