Understanding the key trends and the changing needs of your target shoppers is the key to success.
In the second half of 2022, as borders reopened and the mask mandate was relaxed in Thailand following the pandemic, we observed a significant recovery in the colour makeup category, which had suffered during the lockdown period. Meanwhile, female shoppers continued to spend even more on facial care categories.
They are buying a higher number of skincare products, and those with benefits that deliver ‘healthy skin’ are most popular. The highest growth comes from premium priced beauty products that focus on advanced technology, and mass market products that are affordable and are made using natural ingredients.
The contribution of ecommerce to the total value of Thailand’s beauty sector peaked during COVID-19. It is still growing, but at a slower pace. Emerging platforms like Tik-Tok are rising fast and should not be ignored. Specialist health and beauty stores remain crucial channels for winning shoppers.
Beauty manufacturers launch hundreds if not thousands of new products every year. Understanding the key trends and the changing needs of your target shoppers is the key to success.
This report brings you the latest must-know insights and data to help you build an even more successful brand in Thailand’s sophisticated world of beauty in 2023.
