Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Beauty

1,251 views

Published on

A personal look at consumer behaviour in the Thai beauty market

Presentation, end 2012-2013

Published in: Lifestyle
  • Be the first to comment

  • Be the first to like this

Beauty

  1. 1. THAILAND:THERACE FORBEAUTY A PERSONAL LOOK AT CONSUMER BEHAVIOR IN THE THAI BEAUTY MARKET
  2. 2. A sensing investigation exercise to examine " the perception of beauty amongst Thai female youth
  3. 3. To explore…" Thai female youth’s idea of beauty, influences, and better understand their needs and wants when buying beauty brands  
  4. 4. What is the impact of the media on Thai youth and their perception of beauty?
  5. 5. Methodology: " Interviewed 14 Thai females aged 15-24 in the city center of Bangkok Supported by secondary research    
  6. 6. TO ANSWER THE QUESTIONS:
  7. 7. In Thailand…  
  8. 8. Images of " beautiful people " are everywhere
  9. 9. Walk the streets and you will find…
  10. 10. Cosmetic surgery Is a THB20 billion business *SPECIAL REPORT: “Beauty Obsession” – The Nation, Thailand
  11. 11. I N T H A I L A N D ,
  12. 12. Fair skin, high nose bridge, big eyes
  13. 13. Difference between the importance of attributes by region (North, Northeast, Central and South) Thailand Bodyweightandshape Brightfacialskin Bodyskincolor
  14. 14. THE WHITER YOUR SKIN, THE BETTER.
  15. 15. In Thai culture… dark skin = working class
  16. 16. Fair skin = wealth and comfort
  17. 17. But now… products can lighten your skin for you.
  18. 18. IN THE MEDIA, FAIR SKIN IS STILL THE IDEAL
  19. 19. The media: Perpetuating the beauty ideal?
  20. 20. “The media" has a big impact on how we perceive beauty. When the media is out there, consumers just take it in. It’s about following the crowd.” -Femalejournalist," interviewedatCentralworld  
  21. 21. that tell you how to become beautiful MAGAZINES
  22. 22. that shows you what trends to follow
  23. 23. FOREIGN MEDIAthat shows you what good looks can bring
  24. 24. The message? " Beauty = success, acceptance, wealth and status
  25. 25. BEAUTY IS NOT JUST BORN… IT CAN BE BOUGHT.
  26. 26. HIGHER STANDARD OF BEAUTY?
  27. 27. The media says… There is only one type of beauty
  28. 28. everyone tries to! FITINTO! the SAME BEAUTY IDEAL
  29. 29. 1 in 3 Thai youth intend to use diet pills or cosmetic surgery* TO GET THE ‘IDEAL BODY’: *”One in three Thai youth ready to go ‘under the knife’: Survey” – Pattaya Mail
  30. 30. What do " Thai youth consumers want to gain from beauty brands?
  31. 31. THAI YOUTH… are price- conscious
  32. 32. THAI YOUTH… want to believe their appearance can be changed
  33. 33. THAI YOUTH… see one’s appearance as a reflection of status
  34. 34. They buy beauty brands if…
  35. 35. THEY " BELIEVE " THE " BRAND’S " PRODUCTS ARE " MOST " EFFECTIVE
  36. 36. THE BRAND " IS IN LINE " WITH TRENDS" OR POPULAR AMONGST THEIR " PEERS
  37. 37. THE BRAND’S PRODUCTS HELP THEM ACHIEVE " AN IMAGE OF " WEALTH AND" STATUS
  38. 38. What are the implications on communication strategies?
  39. 39. Create a community and movement that will change perception " and create a following
  40. 40. GUERILLA MARKETING: RAY-BAN ! “NEVER HIDE” CAMPAIGN
  41. 41. Utilise social media, encourage social interaction with the brand " and consumers’ social circles
  42. 42. SOCIAL MEDIA MARKETING: MCDONALD’S! FACEBOOK E-COUPONS
  43. 43. Reach out to known sources that consumers already identify with and trust" and whose opinions they respect
  44. 44. USING FAMILIAR SOURCES: CHEVROLET! “BRINGING OUT THE BEST OF COLORADO”
  45. 45. Build trust by showing the product’s effectiveness (real before and after’s, consumer testimonials, etc.)
  46. 46.   PROVEN RESULTS: GARNIER! GARNIER FAIRNESS RULER
  47. 47. Positioning your brand to serve and empower people through a useful exchange Start, foster or develop conversations between people & with my brand Entertain, inform and enable sharing to build an emotional bond with your brand Build, join and nurture communities 4C’S FOR BEAUTY BRANDS •  Trust •  New beauty products/ innovations/trends •  Definition of beauty •  What beauty gives you •  Interactive social community MEANINGFUL EXPERIENCE Beauty brands should bring consumers success, acceptance, wealth and status 49
  48. 48. To Thai female youth Physical appearance is very important Media connects beauty to success, acceptance, wealth and status People believe that anyone can, and should, improve their looks Review:
  49. 49. Pressure from media and peers to look beautiful Higher and exclusive standard of beauty Only small percentage naturally fit the beauty ideal Others resort to drastic measures to be seen as beautiful by other Thais Review:
  50. 50. The question is… How is this narrow beauty ideal impacting how Thai youth see themselves?
  51. 51. Thankyou! …………theend.

×