Bangkok--1 Apr--Mindshare
Mindshare, the leading marketing and media network in Thailand reveal today “Women Fascination” qualitative research and finding. This study is to understand the effect of the recession to women behavior in beauty such as what beauty means to women at each life stage, how they are being influenced by beauty buzz from both online and offline sources and what is happening with beauty purchases in a declining economy.
The overall study shows that women see shopping as the activity to relief from everyday stress, a reward for doing hard work and catching up with trends and fashion. However, women find the wiser way to purchase. They will find the best value of product and its information from online communities and “brand spaces”. Products they buy are not necessary the luxury, but the quality and familiarity are the key dependent on the product category (make-up or skin care).
Varidda Vorrakom, Director, Business Planning, Mindshare said “Women are wiser, finding the information prior to purchase. Online communities are a place where women can share their opinions and connect with other women about the product. They are driven by what they find out for themselves rather than what they have been told.”
The concept of “Third places”, rather than home and office, the place where consumers looking for the privacy, relax and relief from everyday life is vital in the study “It is the brand opportunity to motivate their consumers via it brand space. The brand experience and connection will be developed via it brand spaces that are inspired, well branded, and are in new form of communications.
“The motivation to purchase between make up and skin case are different. Women are having fun with make up while their emotions will relate with fear when it comes to purchase the new skin care. Thus building trust and familiarity for skincare brand has become important in influencing buying decision” said Varidda
The challenges of brand from the key findings are how brand keep the momentum of traditional channels which help reinforcing familiarity and informing consumers of new news, how well brand set new impression and allow consumers to find ways to believe via the consumer spaces, how brand could paving ways in consumer’s minds prior to point of purchase, and creating experiential branded space when they finally get to one.
Notes to the Editor
Mindshare is a global marketing and media services network with billings in excess of $23 billion (source: RECMA).
The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands.
Mindshare is a member of WPP, the world’s leading communications service group with $63.5bn in billings (source: RECMA).
For more information, please visit: www.mindshareworld.com.
GroupM, the world’s leading full service media investment management operation, was created by WPP Group to oversee its assets in this sector. These assets include Mindshare, Mediaedge:cia, MediaCom and MAXUS. The focus of GroupM is the intelligent application of volume and scale in trading, innovation and quality of services, in order to bring benefit to clients and the companies it operates.
For more information, please visit: www.groupm.com.
For further information, please contact:
Thitiporn Unchurit
Mindshare
+662 629 6327
[email protected]