Meeting Untapped Needs
Identify where the gaps are
If one thing is certain, it’s that beauty shoppers in Thailand will continue to evolve in their demands and desires, so brands must keep a close eye on emerging needs that are not yet being met.
Two specific trends that are worth watching are anti-ageing and clean beauty. As things stand, there are not many anti-ageing products on the shelves in Thailand. The demand is there – and not just among older consumers, but also younger ones who have prevention in mind.
It’s important to be aware that the terminology used to describe the solutions consumers are looking for has slightly changed. For instance, whereas once they would have picked up a product that claims to address wrinkles, they’re now more engaged by the concept of ‘hydrated’ or ‘plump’ skin.
Also gaining in significance are products that address specific needs, such as dry skin caused by hormonal changes during the menopause.
In the clean beauty segment, shoppers are interested in extending this approach beyond themselves to the wider environment. They are beginning to care more about the ingredients that are used – for example, wanting them to be animal friendly – as well as the packaging around the product.
To succeed in this space, beauty brands need to understand consumers’ lifestyle changes, how that has impacted the products and brands they buy, and the reasons they buy them.
Get ahead of the latest trends and identify where the gaps are for your brand. Get in touch with our beauty experts.
