Bangkok--18 Jun--Mindshare
Being in need of prestige or privilege products and experiences
Mindshare Thailand, the leading marketing and media network in Thailand reveals today “Beauty is NOW” a project discloses Thai consumers believe in inner beauty and look for multi-tasking beauty products. The study aims to explore behavior of urban woman and their beautification in order to gauge the best way to communicate and create positive feedback with them in the most effective way. Health and beauty business has the brightest growth for 43% in 5 consecutive years which worth billion baht.
The study findings through qualitative research (in-depth interview) of 15 urban female consumers (ages 25-39, living in Bangkok, middle-upper household income, and beauty conscious), with interviewing 5 experts and influencer in the beauty and online marketing industry compiling with the quantitative analysis on Mindshare’s proprietary sources of data which are Mindshare 3D, Euromonitor, Mintel and News Report.
Natha Piyavirojsthien, Manager, Business Planning, Mindshare said, “Beauty is the most important thing for woman. Nowadays, time is what consumers don’t have. Urban consumers seek for fast, convenience, and value for money products to answer urban lifestyle. It’s a challenge to marketer to provide product and activities that make consumers feel like a special person and give sense of brand dynamic.”
Analysis on consumers’ behavior were declared as follows;
1) Generation NOW: Consumers seek for fast, convenience, and value for money product to answer urban lifestyle.
They are attracted to products that can shorten their beauty routine but need effective and instant result. For them, beauty products need to be multi-tasker.
2) Well-Rounded on Beauty: Urban consumers are actively search for health and beauty information as they are more aware of what they apply on their skin. And while they cannot waste their time on trial and error, they take beauty knowledge at a deeper level.
3) Live Well: For NOWISM consumers, make up is still important for them to enhance their look but they are looking for ways to truly show their healthy skin to comply with the nude look trend and with healthy skin, they spend less time in putting on makeup as well!
4) Tailor to ME: Gen Me are willing to pay more for products that are exclusively produce for themselves believing that it would yield a better result.
5) Premium Mass: To capture the mass market, brands are gearing toward the ‘masstige’ trend as it offers a good image, comes with acceptable quality, easy to find, and most importantly affordable price!
Implications for marketers to communicate with consumers are;
1) Fabulous C’s
1.1 Convenience: Consumers are attracted to products that can shorten their beauty routine but need effective and instant result.
1.2 Content: They will buy into content that not only tell them what to do or buy but rather eager to learn the background and the logic of it.
1.3 Conversation: Brands should take the opportunity to talk to consumer, also known as two-way communication. Given the reason that brand will have a chance closer to consumers.
1.4 Collaboration: Between brands which will be for the mutual benefit of the reputation of the brand that brought together design. This method will be able to attract the attention of urban consumers as well. It will make consumers to feel that the product is even more special.
1.5 Co creation: Allowing consumers as part of the products so that I can reflect on what consumers look for as well
1.6 Customization: The emerging trend to respond to this target is products that are tailor-made to each individual specifically to fit with their own skin type and preferences.
2) Adapt to Consumer Faster Lifestyle: Consumers have new needs arise all the time. They do not like to tie themselves to any one activity for a long time and want to consume new information as possible.
3) Power of Influencer and WOM: Word of mouth is big in the women’s world. They share just about anything to their friends whether it’s a good or bad experience or something that is in the talk.
4) Offline and Online Integration: Consumers are finding information from anywhere, whether it is online or offline. Offline should become part of a campaign. In addition, online and offline, it should be used to combine (integrate) with online media. And at the same offline media, it should be able to make a brand reach online consumers as well.
5) Right Devices, Right Time: Brand should look into bringing itself to the right spot at the right time, which will be a potential for a greater communication.
6) EMS Commerce: E-Commerce fit perfectly for a lifestyle of beauty products’ target group. They tend to have more trust for online shopping and increasingly make a purchase via this channel in which they previously only look for from online and shopping offline.
7) Adaptive: The needs and behaviors of consumers have changed over time as well. Mindshare believes that modern marketers should be ready to respond quickly and flexible to change.
Data and Statistics
- 7 in 10 urban women use quick fix to maintain the beauty and youthfulness.
- The average spending for beauty consume per one person at a time is worth more than 1,000 baht and takes less than 10 minutes to have the service.
- Consumption trends for quick beauty enhances the beauty business to a major source of revenue growth averaging 10% each year.
For further information, please contact:
Thitiporn Unchurit
Mindshare
+662 629 6327
[email protected]
Jiraporn Ponpichetkul
Mindshare
+662 629 6324
[email protected]