Bangkok, Thailand – Thai consumers demonstrate a strong inclination for trying out different beauty and personal care items, with nearly half (48%) saying they are prone to shifting to new beauty brands, a research from Mintel revealed.
According to the data from the research, Gen Z consumers aged 18–26 are increasingly incorporating makeup into their daily routines, with 21% saying they wear makeup to university. Considered to be makeup newcomers, the research showed that 34% of brands are trying to communicate positive messages to this generation, which is known to seek empowerment and confidence through cosmetics.
Meanwhile, over a third (35%) of millennials aged 27–42 like to buy products that are trendy on social media; their engagement extends beyond consumption of beauty content, with 26% contributing to product reviews and 23% participating in online beauty communities.
The research suggests that brands aiming to capture this certain demographic’s loyalty must focus on fostering online communities and celebrating influencer autonomy.
When it comes to Gen X, aged 43–58, the research showed that while over two-thirds (67%) still enjoy consuming beauty content like videos and reels, their interest in wearing makeup is already waning. This is supported by the fact that 28% are confident in public without it.
An interesting part of the data showed that nearly half (48%) of GenX actually prioritise colour cosmetics that provide skincare benefits. This data signals an opportunity for brands to align with this demographic’s desire, which points towards innovative makeup solutions that can address skin concerns and positive ageing messages.
Looking at the results as a whole, it shows that there is a need for beauty brands to tailor their engagement strategies to various Thai market demographics.
On the other hand, as hybrid cosmetics continue to trend, Mintel’s research survey revealed that global launches in colour cosmetics mentioning ‘skincare’ grew from 15% to 26% between October 2018 and September 2023.
The colour cosmetics category pivoted to hybrid offerings to help consumers transition back into wearing makeup following the pandemic.
Foundation (42%), lip makeup (20%), and concealer (15%) emerge as the top categories for new product launches featuring skincare claims between October 2022 and September 2023.
Chayapat Ratchatawipasanan, principal beauty and personal care analyst at Mintel Reports Thailand, explained, “The colour cosmetics sector is exceptionally dynamic, with trends evolving rapidly in parallel with fashion and lifestyle shifts. Consequently, brand loyalty in the colour cosmetics realm is limited: consumers eagerly adopt trends and readily embrace popular products and brands currently making waves, often led by social media.”
“The desire for healthy-looking skin, alongside the growing bare skin trend, will continue to drive demand for cosmetic products with skincare benefits. These products offer a natural look suitable for everyday wear, appealing to Gen Z, while also catering to the skincare needs of older consumers. Given tighter budgets, this trend reflects consumers’ desire to maximise their beauty investments while enjoying the added benefits of skincare.”
