Strong and healthy skin is the number one beauty goal in Thailand. People love to nourish their skin with sophisticated formulas and holistic benefits.
The foundation of healthy skin is a great skincare product. Thai consumers have become more sophisticated in their skincare regimes, with the average number of categories they purchase continuing to increase post-COVID.
Fortifying and strengthening skin has become more important – and the highest performing products are those that with a highly concentrated formula, such as serums and ampoules. Basic products like cleansers and toners, on the other hand, are no longer growing.
Brands are going beyond conventional single claims, shifting towards offering more holistic benefits that nourish the skin.
For example, the main message communicated by oil acne brands used to be that their product prevented acne. Now they emphasise the fact that it makes skin stronger, enabling buyers to avoid acne because their skin is fundamentally healthy.
It's the same story with anti-ageing products. For instance, Olay no longer talks about reducing the appearance of wrinkles; instead it promotes the claim that its product plumps the skin, which in turn minimises wrinkles.
Whitening products, meanwhile, are no longer focused solely on making skin whiter and brighter, but aim to help users achieve a healthy glow, tighten their pores and remove acne.
