Millennials
The core beauty shopper
This is the generation that every brand is targeting – and for good reason. It is still the main driver of the beauty market, spending more on products than any other age group.
Millennials are the core working age population in Thailand, and will remain so for decades to come. Their lifestyles are constantly changing, however, so it is essential for brands to keep their finger on the pulse. For instance, the ‘solo economy’ is prominent in this demographic, with more millennials than ever before living alone.
This generation has an incredibly open mindset – they’ve grown up in a period of great change, and this has made them highly adaptable.
Millennials in Thailand are…
Adventurous
Discerning
Purpose-driven
Strategies for success:
Recognise that convenience is a non-negotiable. Millennials want to live their lives to the fullest.
Leverage technology across everything. Shoppers in this group are digital natives, and expect technology to play a leading role in all aspects of the brand experience.
