Consumers are seeking adventure
Try something new and interesting
Thailand’s beauty shoppers are eager to diversify beyond typical formats and textures – such as lotions – and try something new and interesting, including serums, creams and gels.
There are major opportunities for manufacturers that can provide ampoules, balm, and sheets and patches. While these formats are growing in the facial beauty category, they are not yet widely available for bodycare. This represents a promising white space for relevant beauty brands to expand into.
Sheet masks and patches that offer highly targeted skincare solutions aimed at specific areas of the body and occasions are increasing in popularity.
Innovations include the Nursing Mom Breast Patch, part of the Tntn Mom's Cabbage range. Featuring soothing cabbage extract, the product offers relief from sensitive and dry breasts for mothers who are nursing babies.
Aimed at brides-to-be, the Prima Arte Body Sheet from wedding planner Escri is designed to improve back skin, helping the user to achieve '360° beautiful skin from any angle'.
The Suhada Seal Long Size patch helps to cover and conceal large blemishes such as C-section scars, and comes in different skin tones. Patches like these could be enriched with active skincare ingredients, to further blur the boundaries between first aid and bodycare.
Tracking evolving product format trends has revealed a consumer behaviour that has been influenced by high inflation. Thai consumers are treating themselves in a controlled way by purchasing small size sachets. By doing this, they manage to remain engaged in the beauty market despite having less money in their pockets.
Sachets are more prominent in the Thai beauty market than in other categories and countries. The format has expanded out of facial skincare into other segments such as body care.
The core sachet shopper is young, and lives in a rural area. However, more mature consumers, and those in urban areas, are now beginning to explore this type of pack.
One major skin issue currently experienced by Thai consumers is acne on the back, exacerbated by the wearing of modest clothing in high temperatures. The condition leads to loss of confidence, and a reluctance to wear open back dresses or swimsuits.
There is a gap in the market for the launch of new light but high efficacy formats for the body, with a scientifically active ingredient such as salicylic acid and niacinamide that will combat both the spots and the scars they leave behind. Acne care serums, which are rising in importance in face care, are expected to expand into bodycare.
Looking to the future, we are likely to see a trend for products that protect the skin microbiome, by balancing the bacteria that live on the body. Products that are packaged in materials that can be refilled, reused and recycled will also increase in importance. We can expect to find more paper packs, airless bottles, label-free containers and biodegradable masks on the shelves, for example.
Thailand’s beauty shoppers are open to trying new things, and are actively seeking out new solutions and ideas in formats and formulas.
Get in touch with our beauty experts to discuss how your new product development and innovation can be targeted to meet their demands.