attitudes-towards-beauty-and-wellness-thai-consumer-2021.pdf

16 NOVEMBER 2021 | REPORT
ATTITUDES TOWARDS BEAUTY
AND WELLNESS – THAI
CONSUMER – 2021
The spotlight is shining on wellness as Thai consumers are starting to connect
the dots between physical and mental health to achieve holistic wellness.
Sirinar Puppachat, Beauty &
Personal Care Analyst
1
Prepared for kmacnamara@mintel.com
© 2022 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Table of Contents
EXECUTIVE SUMMARY........................................................................................................................ 4
Market context................................................................................................................................... 6
What consumers want and why ........................................................................................................ 7
Graph 1: factors likely to have a negative impact on beauty, 2021...................................................7
Graph 2: health issues, total consumers vs women by age, 2021....................................................8
Graph 3: spending on products and services for relaxation and de-stressing, total consumers vs
men by age, 2021 ............................................................................................................................. 9
Opportunities................................................................................................................................... 10
Competitive landscape.................................................................................................................... 11
Mintel predicts ................................................................................................................................. 12
KEY TRENDS....................................................................................................................................... 14
Graph 4: consumers* who deal with some level of stress in their day-to-day life, by age, 2021 ....16
Graph 5: consumers* who seek ways to reduce stress, by age, 2021 ...........................................16
Graph 6: launches of healthcare products with beauty- and stress-related claims, 2018-21..........17
Graph 7: launches of nutritional drinks, 2018-21 ............................................................................17
Graph 8: launches in beauty and personal care with claims containing the word hormone,
2018-21 ........................................................................................................................................... 19
KEY DRIVERS ..................................................................................................................................... 22
GLOBAL TRENDS AND HOW THEY ARE PLAYING OUT IN THAILAND .........................................24
CONSUMER INSIGHTS....................................................................................................................... 26
Beauty is a reflection of lifestyle and health ....................................................................................28
Graph 9: factors likely to have a negative impact on one's beauty, 2021 .......................................28
Graph 10: repertoire of health-improving activities by health satisfaction, by number of activities,
2021 ................................................................................................................................................ 29
Graph 11: top five activities thought to help one to improve their beauty the most, by rank, 2021.30
Graph 12: launches in healthcare products with beauty and stress & sleep claims, 2018-21 ........31
Graph 13: barriers to maintaining a healthy lifestyle, by number of health-improving activities,
2021 ................................................................................................................................................ 32
https://clients.mintel.com/report/attitudes-towards-beauty-and-wellness-thai-consumer-2021
2

Graph 14: issues that consumers face regularly, by gender and age, 2021...................................33
Graph 15: wellness activities done in the past three months, 2021 ................................................34
Graph 16: consumer attitudes towards "Skincare is an important part of self-pampering", by
gender, 2021 ................................................................................................................................... 35
Graph 17: interest in skincare products with wellness features that consumers are willing to pay
premium for, by age, 2021 .............................................................................................................. 36
Women's health and wellness......................................................................................................... 37
Graph 18: health issues, total consumers vs women by age, 2021................................................37
Graph 19: number of beauty and wellness improvement activities, by gender and age, 2021.......38
Graph 20: consumer response towards "External factors impact changes in skincare routine", total
consumers vs women by age, 2021................................................................................................39
Graph 21: health product purchase, total consumers vs women by age, 2021 ..............................40
Gen Z and Millennial men need emotional support.........................................................................41
Graph 22: activities to improve beauty, total consumers vs men by age, 2021 ..............................41
Graph 23: achievement in maintaining personal hygiene, total consumers vs men by age, 2021 .42
Graph 24: spending on products/services for relaxation/de-stressing, total consumers vs men by
age, 2021 ........................................................................................................................................ 43
Graph 25: strong consumer agreement with "Skincare is an important part of self-pampering", total
consumers vs men by age, 2021 ....................................................................................................44
MARKET APPLICATIONS ................................................................................................................... 45
Transition beauty into wellness offerings ........................................................................................47
Address female health .................................................................................................................... 53
Wellness is men's gateway into the beauty universe......................................................................57
Global innovations........................................................................................................................... 61
Boardroom checklist........................................................................................................................ 63
3

EXECUTIVE SUMMARY
4

What you need to know
https://clients.mintel.com/report/attitudes-towards-beauty-and-wellness-thai-consumer-2021/3
Mintel's perspective
Transition beauty into wellness
With wellness in the spotlight, beauty needs to leverage this golden timing to transition beauty products
to be wellness offerings. Help consumers address physical and emotional demands with beauty
products suitable for different lifestyles and activities.
Call out claims regarding periods and menopause
Empower women with beauty offerings that specifically address issues faced during hormonal changes.
Specifically call out physical changes and mood swings to be direct with consumers. Brands will need to
present themselves as consumers' support during their hormonal journeys.
Encourage men to practice self-care
Men are looking for de-stress solutions – beauty can step in as mood-boosting support. Lead with non-
facial categories such as personal care and aircare to quickly appeal to men. Promote the concept of
self-care through beauty regimes to create usage interest.
5

Market context
The impact of COVID-19 on attitudes towards health and
wellness
Thailand experienced the highest number of
COVID-19 cases during the third wave of the
pandemic, which caused medical resources to be
exhausted. This has made Thai consumers more
alert and active in boosting their health to stay
safe.
They are also seeking ways to give themselves
emotional comfort to deal with the stress as well
as loneliness from social isolation.
Because of the pandemic, consumers have been
starting to see how physical and mental health are
both important for holistic wellness. This has led to
an increase in demand for products that nurture
someone physically and emotionally, revealing a
new white space for beauty expansion.
6

What consumers want and why
Thailand: factors likely to have a negative impact on beauty, 2021
Consumers want: good holistic health
Thais believe lifestyle factors such as stress, sleep and diet play a vital role in appearance.
On the contrary, despite consumers' belief in holistic approaches such as considering sleep, exercise and
diet over using beauty products, they instead opt for product use as a solution for improvement. XX% of
Thai consumers choose using skincare as their number-one option to improve their beauty. Additionally,
Gen Z men use pampering skincare products such as facial masks (XX%) and eye cream (XX%).
Base: 2,000 internet users aged 18+
Source: Dynata/Mintel, June 2021
7

Thailand: health issues, total consumers vs women by age, 2021
Total Female, 18-24 Female, 25-34 Female, 35-44 Female, 45+
Consumers want: female hormonal care
Women are experiencing more mood-related problems than men.
Mood swings and loneliness can derive from hormonal changes that women experience regularly during
menstruation. XX% of women aged 18-34 strongly agree that external factors contribute to their changes in
skincare routines.
Menstrual cycles are known to have negative skin impacts such as more sensitivity, dryness and breakouts.
With consumers customising their own skin solutions, brands can be more explicit in calling out hormonal
changes to be a direct solution to hormonal skin problems.
8

Thailand: spending on products and services for relaxation and de-stressing, total consumers
vs men by age, 2021
I have spent more on this
Consumers want: relaxation
Even though men are less engaged with the beauty category, those aged 18-34 are spending more then
the average consumer on products to help them relax and de-stress.
While men may resort to lifestyle-related products, some are starting to see skincare as a relaxation
solution: XX% strongly agree that using skincare helps them relax, and XX% strongly agree that
aromatherapy fragranced skincare aid in relaxation.
9

Opportunities
Transition beauty to be wellness offerings
As Thai consumers believe that good physical and mental health will
reflect in overall beauty and wellness, there are opportunities to leverage
this belief to integrate wellness benefits into beauty products.
Brands can:
• offer active beauty products to support active lifestyles
• team up with sports brands or workout studios
• incorporate physical health claims
• collaborate with mindfulness businesses to further enhance the peaceful
experience of fragrance and self-care concepts
• add mood-boosting benefits such as relaxation, focus and sleep to
fragrance to boost wellness claims
Support the feminine journey
PAUSE Hot Flash Cooling
Mist
_faace Period Mask
The fluctuation in hormone
levels in women has a
prominent effect on them
inside and out, calling for care
specific to hormonal cycles.
Identify the issues
experienced during hormone
cycles such as mood swings,
skin issues like breakouts and
dryness and stomach
bloating.
10

Make wellness the gateway for men to
enter beauty categories
Male consumers are less engaged with beauty categories. In order to
appeal to them, brands will need to establish first impressions of wellness
and beauty through their lifestyle activities such as gaming, sports and
fitness.
Lead with non-facial categories such as personal care, aircare and
ingestibles as the products can be effortlessly incorporated into everyday
routines.
Highlight fragrance and simple mood-boosting claims such as sleep and
relaxation to help men navigate product purchase as they are new to the
category.
Educate men on using skincare as a self-care regime; highlighting
wellness will help target male consumers who became interested in self-
care during the pandemic.
Competitive landscape
Seppe Beauti Drink Ruby
Lady Drink
Market activities
Food and drink brands are now leading in wellness innovations as they
have started to cross over to beauty offerings, threatening beauty
players.
Seppe Beauti Drink launched a range of functional beauty drinks that
provide skin brightening and detoxing benefits. Recently, the brand
began tapping into wellness by offering mood-boosting drinks as well as
functional drinks for menstrual support.
Functional food and drink brands such as VITADAY, B'lue and Alkaline
85 Plus recently joined the market in response to consumers placing
more focus on health.
11

Mintel predicts
The outlook for the health and wellness category in Thailand
Source: WHO; Bangkok Post; Reuters
The marketing mix
Product
• Leverage lifestyle activities such as exercise and hobbies as a gateway to the wellness space.
• Offer physical health support such as ingestible beauty and active beauty.
• Enhance mood and emotions with aromatherapy beauty products.
• Extend into personal care and aircare categories to offer further wellness solutions.
Promotion
• Help consumers connect the dots between physical and mental health to achieve holistic health.
• Address mood and emotional health in response to consumers' demands.
• Promote the concept of self-care as a mental wellbeing practice.
12

Wellness is the new golden opportunity for beauty
Start with physical health support
Address consumers' need for physical health improvement with products that support it such as
improving sleep and exercise. Topical or ingestible beauty solutions can be offered as support or to
enhance health.
Become consumers' emotional aid
Innovate with mood-boosting claims to appeal to those looking for mental relief. Expand offerings into
personal care and aircare to target non-beauty consumers.
Build the understanding of holistic wellness
Address women's hormonal changes with beauty offerings to help consumers connect the dots between
physical, mental and holistic health. Offer beauty products suitable for different lifestyles such as those
focused around online gaming, exercise or spiritual activities to expand beauty usage.
13

KEY TRENDS
14

Thai consumers are facing physical and emotional distress
Consumers have been starting to see how physical and mental health are both important for holistic
wellness.
HEALTH CONCERNS
XX%
of Thai consumers* are
concerned about health
SLEEP
XX%
of Thai consumers* need
more time to get enough
sleep
RELAXATION
XX%
of Thai consumers* need
more time to relax
* taken from Mintel's 35-market consumer research study
Source: Dynata/Mintel, March 2021
Health is priority
Physical health is still first priority for Thai consumers as COVID-19 cases continue to spike. Consumers
are looking to have natural immunity by staying physically healthy with proper sleep, diet and exercise.
Stress at an all-time high
Stress is the new pandemic as consumers, especially Millennials and Gen Z, have been dealing with
stress during the COVID-19 pandemic. They are actively looking for de-stress solutions through various
methods such as spirituality and product usage.
Uptick in ingestible solutions
Functional drinks have been stepping in as health and mood support with recent launches in mood-
boosting drink offerings. Moreover, ingestible solutions are starting to overshadow beauty products with
their availability and accessibility.
15

Gen Z and Millennials facing stress
The changes in daily lives caused by the pandemic have put a strain on consumers' mental wellbeing.
Thailand: consumers* who deal with some level of stress in their day-to-day life, by age, 2021
Thailand: consumers* who seek ways to reduce stress, by age, 2021
* taken from Mintel's 35-market consumer research study
Source: Dynata/Mintel (deal with stress, seek to reduce stress), August 2021
16

The pandemic put a spotlight on health and wellness
Launches of health and wellness support in ingestible formats began to take off in 2019 as Thailand was
impacted by health concerns arising from the COVID-19 pandemic.
Thailand: launches of nutritional drinks, 2018-21
Thailand: launches of healthcare products with beauty- and stress-related claims, 2018-21
Sep 2018-Aug 2019 Sep 2019-Aug 2020 Sep 2020-Aug 2021
Source: Mintel GNPD (nutritional drinks, healthcare products), September 2018-August 2021
17

Collagen clutters the ingestible beauty market
Bright and glowing skin for an affordable price with
collagen drinks
With the rising popularity of the vitamins and
supplements category, offerings have expanded to
include beauty benefits.
Food brands dominate this space, threatening
beauty categories as ingestible products are
easier for consumers to access in terms of
affordability and the purchase location of
convenience stores.
Collagen is the key ingredient food brands use to
communicate beauty benefits and address skin
enhancement. Collagen has been growing in
functional food and drinks over the years with
6.6% of launches containing it. However, collagen
only addresses superficial needs such as
brightening and glowing skin.
18

Global BPC starts to address natural hormone cycles
Hormone changes play a vital role in holistic wellness as hormones impact physical, emotional and mental
health.
Global: launches in beauty and personal care with claims containing the word hormone, 2018-21
Skincare Colour cosmetics Hair products
Cultbeauty featured menopause as a shopping directory
Source: Mintel GNPD, September 2018-August 2021; Makeup Muddle
19

Food and drink brands are proactive in mood-boosting offers
Refresh and relax
Sencha Yuzu Honey Green Tea with Yuzu Orange & Honey Drink is
claimed to be fresh, relaxing and good for the health of the body.
Terpene-infused tea
Ichitan Green Lab Relaxing Citrus Lemon Terpene Flavoured Green
Tea contains L-theanine, which can be found in green tea, and is made
with natural terpene extract that features a unique aroma.
Invigorating drink
Sappè Beauti Drink Active Force White Grape Flavoured Juice contains
L-carnitine, amino acid and D-ribose for their energising benefits.
20

Ageing gracefully sets agenda for consumers' lifestyle
improvements
51 year old Thai celebrity 57 year old Thai celebrity
As Thailand is becoming an
ageing society, consumers
are planning ahead for their
retirements. With a longer life
expectancy, consumers are
looking for ways to have a
quality retired life, which
means caring for their health
and wellbeing at a younger
age.
Thai consumers are focusing
on physical health as well as
wellness activities such as
meditation and yoga as they
believe that a pure and
cleansed soul leads to a
beautiful glow.
21

KEY DRIVERS
22

Staying healthy became the main priority
The focus on health intensified because of the pandemic as consumers
had to stay in pristine health condition. Especially through boosted
immunity, it was the essential to not get infected by SARS-CoV-2 as
access to vaccination had been slow.
In the third wave of the pandemic, Thailand experienced the highest
number of COVID-19 cases, causing medical resources to be exhausted.
As a result, some COVID-19 patients did not have access to medical
care, resulting in a spike in death counts. This has made Thai consumers
more alert and active in boosting their health to stay safe.
Lastly, because of lockdowns, consumers have been getting less
physical activity and exercise, which can deter health.
Increasing focus on mental health improvement
Monks live stream preaching to uplift the moods of
Thais during the pandemic
The spike in COVID-19 cases and a prolonged
lockdown have contributed to more stress, leading
Thai consumers to actively seek solutions to de-
stress. Consumers are looking to escape from the
harsh reality by disconnecting with the news to
nurture their mental health.
As spiritual uplift is needed, monks are have
begun using social media to reach audiences
during the pandemic to provide philosophy and
peace to help improve viewers' mental wellness.
Open the dialogue on sexual health
Educational conversations on sexual health have been growing online. In addition, women are speaking more openly about their
menstrual cycles.
Source: YouTube/ANO and Friends
23

GLOBAL TRENDS AND HOW THEY ARE
PLAYING OUT IN THAILAND
24

Holistic self-care
Mintel's 2019 BPC Trend You 2.0 notes how consumers are practicing
self-love as a way to celebrate individualism. With the ongoing pandemic,
consumers are forced to be isolated, giving them more time to reflect and
look inwards, which results in self-nurturing. In addition, as noted in
Mintel Trend Social Isolation, consumers have been getting lonelier due
to the lack of physical interaction, further perpetuated by lockdowns.
Consumers are seeking ways to give themselves emotional comfort.
Self-care is not just long, pampering skincare regimes – it is also about
staying physically healthy. Mental health has recently become an aspect
of self-care, especially because of the pandemic.
Wellness is taking off globally
As outlined in Mintel's 2021 BPC Trend Beautiful Mind, wellbeing is in the
spotlight because of the pandemic. While Western countries have been
embracing wellness concepts, the trend was expedited in Asia.
Consumers are paying more attention to both physical and mental health
as they started to understand these concepts as contributors to holistic
wellbeing.
Women empowerment changes the beauty
game
According to Mintel's 2018 BPC Trend My Beauty, My Rules, consumers
are demanding targeted solutions. For female consumers, hormone
cycles impact multiple dimensions of health including physical, emotional
and skin, prompting women to demand beauty products catering for
hormonal changes.
25

CONSUMER INSIGHTS
26

Beauty is a reflection of lifestyle and health
Thai consumers believe that lifestyle and health are reflected in beauty. Factors such as sleep, diet and
exercise play a vital role in one's appearance. However, consumers are having trouble sticking to active
health-improvement practices and resort to beauty products for a quick fix.
Women need specific support
Female consumers are faced with more emotional issues such as mood swings and lethargy that are
the result of hormonal changes. Women are currently customising their beauty regimes based on
internal and external factors, including changes brought about by hormonal cycles.
Men are entering wellness space
Male consumers are looking for de-stressing and mood support. The concept of self-care has grown its
appeal among younger men as it is a method for taking care of one's mental health.
27

Beauty is a reflection of lifestyle and health
Lifestyle and external factors are the main cause of beauty
deterioration
Negative impacts on overall health and mental wellbeing can have a negative effect on skin's surface.
Thailand: factors likely to have a negative impact on one's beauty, 2021
28

Consumers with some health concerns need additional aid
Consumers who are completely satisfied and somewhat satisfied with their health do about the same
number of health-improving activities with XX% of them engaging in up to six.
People with some health concerns need further support to reach completely healthier lifestyles. This is
where holistic wellness solutions can help.
Thailand: repertoire of health-improving activities by health satisfaction, by number of
activities, 2021
1-2 activities 3-5 activities Six activities None of the above
29

Despite their belief in holistic approaches such as sleep, exercise and diet over using beauty products,
consumers instead opt for product usage as a solution for beauty improvement.
Ingestible and topical products are convenient, effortless and affordable solutions for consumers to adopt in
order to improve their health. However, it is a reactive approach to health and wellness concerns.
On the other hand, proactive activities such as getting adequate sleep, exercising and eating a healthy diet
are sustainable. Preventive solutions are ideal for health improvement, but in reality, such activities are
difficult for consumers to consistently do.
% of consumers
Thailand: top five activities thought to help one to improve their beauty the most, by rank, 2021
Rank #1 Rank #2 Rank #3
Sleep, exercise, healthy diet and skincare are key to beauty
perfection
Base: 1,895 internet users aged 18+ who performed at least one beauty & wellness activity in the past
three months
30

Stress-relief ingestible solutions are falling behind
Despite the growing demand for wellness, brands are focusing on beauty-enhancing solutions, but stress-
relief claims have started to emerge in the Thai market.
%
of
launches
Thailand: launches in healthcare products with beauty and stress & sleep claims, 2018-21
Sep 2018-Aug 2019 Sep 2019-Aug 2020 Sep 2020-Aug 2021
Functional – skin, nails & hair Functional – stress & sleep
0
1
2
3
4
5
6
7
Source: Mintel GNPD, September 2018-August 2021
31

Consumers lack the time and discipline to maintain a healthy
lifestyle
Consumers who practice health-improvement activities are faced with time and discipline barriers, which
make the wellness journey difficult. In addition, enjoyment also plays a role in convincing consumers to
stick with their fitness routines, as some find these activities boring.
However, those who practice more healthy lifestyle activities are faced with more barriers, yet they still
make efforts to perform multiple activities.
Thailand: barriers to maintaining a healthy lifestyle, by number of health-improving activities,
2021
Total 1-2 activities 3-5 activities Six or more activities
Not engaged in any activity
32

Thailand: issues that consumers face regularly, by gender and age, 2021
Total Male, 18-24 Female, 18-24
Gen Z struggles with loneliness during lockdowns
Because of COVID-19 lockdowns, consumers aged 18-24 have been facing emotional problems of
loneliness (XX%) significantly higher than the average consumer (XX%). 18-24 is the age range of
university students, during which they make new friends and experience university life; however, because of
the pandemic, these students have been stuck at home doing e-learning, preventing them from socialising.
This can also result in feeling lethargic as the lack of social interaction can cause them to spend long hours
on social media which can result in insufficient sleep.
33

While exercising, getting adequate sleep and eating healthy are ideal, these are hard to achieve in reality,
which is why products are common wellness solutions.
Beauty products and ingestibles have high adoption as they are easy and convenient products to
incorporate into everyday life without requiring much effort. In addition, as consumers deal with pandemic
stress, it is difficult to stay motivated to maintain ideal healthy lifestyles. The idea of indulgence and self-
reward is more appealing as they can be an emotional uplift.
However, beauty products can serve as an aid to help promote sustainable and healthy practices such as
helping consumers to exercise, eat healthy and sleep well.
Thailand: wellness activities done in the past three months, 2021
Consumers adopting lifestyle and beauty products to uplift
wellness
34

With wellness being a newly introduced idea to the Thai market, consumers' ideas of wellness are still
ambiguous and premature, leaving large white spaces for brands to fill.
Fortunately, consumers already associate beauty activities as wellness practices. For Thai consumers,
applying skincare products is the most popular (57%) wellness activity that Thai consumers choose to do as
they believe it is an important part of self-pampering, especially among female consumers who are highly
engaged with the beauty category.
Thailand: consumer attitudes towards "Skincare is an important part of self-pampering", by
gender, 2021
Strongly agree Agree Neither agree nor disagree Disagree
Strongly disagree
Skincare use is a way to show self-love
35

As consumers age, holistic health has increased its importance as consumers want a quality and healthy
retired life to be able to engage with activities. Consumers aged 45+ are often a less-engaged group in the
beauty category as their beauty usage drops. As such, older consumers have less of an interest in
functional beauty claims.
Wellness becomes a new incentive to encourage older consumers to retain skincare usage as they age.
Appeal with mood-boosting fragrances, play with sensation and incorporate stress-relief benefits to draw in
older consumers and keep them from dropping out of the category.
Thailand: interest in skincare products with wellness features that consumers are willing to pay
premium for, by age, 2021
Total 18-24 25-34 35-44 45+
Interest in wellness claims in skincare increase with age
36

Women's health and wellness
To women are experiencing more mood related problems than men.
Women aged 25-44 are feeling drained, tired and burnt out, which can all be caused by external factors.
Mood swings and loneliness can derive from the hormonal changes women experience regularly with
menstruation. Younger women are especially struggling with loneliness and lethargy than other age groups.
With beauty brands wanting to tackle wellness, female health provides many opportunities for brands to
offer products to help women get through these hormonal changes.
Thailand: health issues, total consumers vs women by age, 2021
Women are faced with emotional distress, and older women in
particular have health concerns
37

Thailand: number of beauty and wellness improvement activities, by gender and age, 2021
1-2 activities 3-5 activities Six or more activities None of the above
Women are taking on more wellness activities
Women aged 18-24 are taking care of their health as XX% of them engage in 3-5 activities to improve
wellness. The number of activities go up with age with up to XX% of women aged 25-44 doing more than six
activities.
However, women aged 45+ are less active as 74% do fewer than six activities.
According to the Faculty of Medicine Siriraj Hospital, Thai women undergo menopause around 45-55 years
old. About half of women will experience menopause symptoms 3-4 years before and after menopause
itself; symptoms include sleeplessness, anxiety and irritability due to fluctuating hormone levels. To prepare
for changes or coping with menopause, women are actively pursuing wellness activities to ease the
hormonal transition.
38

Women's beauty regimes adapt to
circumstances
XX% of women aged 18-34 who are active beauty consumers strongly
agree that external factors contribute to changes in their skincare
routines – highlighting that consumers are equipped with knowledge to
customise their beauty regimes based on changes that occur.
As consumers spend more time at home and external factors become
less relevant, consumers have more time to focus on internal/holistic
care, which includes mental wellbeing as well as hormonal care. The
menstrual cycle is known to have a negative skin impact such as more
sensitivity, dryness and breakouts. With consumers customising their
own skin solutions, brands can be more explicit in calling out hormonal
changes to be a direct solution to related skin problems.
While existing skincare products cater to different lifestyle activities such
as sports and spending time outdoors, brands can start to address
regular hormonal changes that women experience.
Women's beauty regimes adapt to circumstances
Thailand: consumer response towards "External factors impact changes in skincare routine",
total consumers vs women by age, 2021
Strongly agree Agree Neither agree nor disagree Disagree
Strongly disagree
Base: 2,000 internet users aged 18+; 1,000 female internet users aged 18+
39

Women are spending more on fortified drinks than on
supplements
Base: 2,000 internet users aged 18+;; 1,000 female internet users aged 18+
Female consumers aged 25-44 have shown higher usage of ingestible solutions such as vitamins and
supplements or functional drinks than other consumer groups. In addition, their usage of functional drinks
are significantly higher than traditional vitamins as they are easy to incorporate into daily life, convenient to
purchase at convenience stores and have a pleasant usage experience with different flavours.
These factors have helped functional drinks to break away from the medical image and be used as healthy
lifestyle products. Ingestible beauty can follow a similar path to transform into wellness offerings.
Thailand: health product purchase, total consumers vs women by age, 2021
Base: 2,000 internet users aged 18+;; 1,000 female internet users aged 18+
40

Gen Z and Millennial men need emotional
support
Physical health leads to beauty for men
Male consumers prioritise physical health as a way to improve their beauty. Especially as they get older,
men incorporate more activities such as exercise and eating a healthy diet.
For men, beauty is not only reflected through the face: fit and toned bodies are also perceived as beautiful.
Thailand: activities to improve beauty, total consumers vs men by age, 2021
Total Male, 18-24 Male, 25-34 Male, 35-44 Male, 45+
Base: 2,000 internet users aged 18+;1,000 male internet
41

The isolation of the pandemic has demotivated young men in maintaining their personal hygiene: one third
of male 18-24 year olds struggle to maintain it. Especially because of lockdowns, young men who were
already not engaged in grooming have been dropping out of the category due to emotional distress.
Brands can offer grooming products as an emotional uplift solution for young men to help them look good,
and thus feel good, to be better equipped to deal with the isolation period.
Thailand: achievement in maintaining personal hygiene, total consumers vs men by age, 2021
I am struggling to achieve this
Gen Z men have been struggling with personal hygiene during
the pandemic
Base: 2,000 internet users aged 18+; 1,000 male internet users aged 18+
42

18-34 year old men are spending more on de-stressing
Base: 2,000 internet users aged 18+;1,000 male internet users aged 18+
Even though men are less engaged with the beauty category, men aged 18-34 are spending more then the
average consumer in purchasing products to help them relax and de-stress.
While they may resort to lifestyle-related products, some have started to associate skincare as a relaxation
solution; XX% strongly agree that using skincare helps them relax and XX% strongly agree that
Thailand: spending on products/services for relaxation/de-stressing, total consumers vs men
by age, 2021
I have spent more on this
43

Even though men are less engaged with the beauty category, men aged
18-34 are spending more then the average consumer in purchasing
products to help them relax and de-stress.
While they may resort to lifestyle-related products, some have started to
associate skincare as a relaxation solution; XX% strongly agree that
using skincare helps them relax and XX% strongly agree that
Thailand: strong consumer agreement with "Skincare is an important part of self-pampering",
total consumers vs men by age, 2021
Strongly agree
Male Gen Zs are becoming more aware of self-care through
skincare usage
With more access to beauty knowledge, younger men are becoming more interested in skincare – XX%
strongly agree that skincare is an important part of self-pampering. As a result, Gen Z men are using
pampering skincare products such as facial masks (XX%) and eye cream (XX%).
Despite their skincare usage still being lower than the average consumer, the self-care angle can be dialled
up for the young men transitioning to university and work life to help them feel more confident.
Moreover, young men often have an active online lifestyle from online gaming and internet browsing, which
brands can use as a tool to engage with them and get them interested in beauty.
Base: 2,000 internet users aged 18+; 1,000 male internet users aged 18+
44

MARKET APPLICATIONS
45

Healthy glow is the beauty standard
Current beauty standards are
deep, beyond superficial
appearances.
A healthy glow is the new
beauty standard: it reflects good
physical and mental health
through a radiant and fresh
appearance.
In Thai culture, having a pure
mind and positive mindset is
believed to be shown through
an aura glow.
In order to achieve the healthy
glow ideal, consumers need to
perfect their skincare, lifestyles
and mental health.
Source: Mintel's The Future of Skin Glow: 2021
Transition beauty into wellness offerings
Help consumers achieve their wellness ideal with beauty products that support healthy lifestyles such as
promoting emotional wellbeing and physical activity. Collaborate with lifestyle brands to be relevant to
consumers' pandemic lifestyles.
Address female health
Hormonal changes are reflected through physical and emotional fluctuations, revealing a white space for
beauty brands to offer solutions to women. Be explicit in calling out specific symptoms relating to
hormone-related issues in menstrual and menopause care.
Wellness is men's gateway into the beauty universe
Entice men into beauty through wellness angles. Leverage interests such as gaming and sports as the
entry point to grab men's attention. Start promoting the idea of self-care through using beauty products
to turn men towards beauty.
46

Transition beauty into wellness offerings
Leverage sports as a catalyst to wellness
Thai consumers believe that good physical health will be reflected in
overall beauty and wellness. There are opportunities to leverage this
belief with beauty products suitable for active lifestyles.
Brands can offer active beauty products, which are ones suitable for
exercising and active lifestyles. In addition, brands can look at cross-
brand collaborations, especially with sports brands such as apparel,
fitness or workout studios or sports nutrition and supplements brands to
help consumers connect the dots between exercise and beauty.
47

Leverage beauty as a tool to achieve lifestyle goals
Team up with sports brands or workout studios and incorporate physical health claims to transform beauty
products into wellness offerings.
Sports apparel
Maybelline x Puma was a collaboration with the cosmetics brand and
the sports apparel brand for high-performance formulas and streetwear-
inspired hues for fearless makeup looks.
Fitness studio
Equinox x Glossier is a collaboration between the prestige fitness gym
and the digitally based beauty brand to allow gym members to sample
the products and conduct wear tests during workout sessions.
Ingestible
Vital Proteins Beauty Edition Unflavoured Collagen Peptides Dietary
Supplement is said to support healthy skin, hair and nails while helping
with muscle growth.
Source: Twitter/Equinox
48

Offer beauty products for workouts
Provide beauty products to be worn during workouts to help consumers achieve skin confidence during
physical activity.
Serum mist
Amorepacific Time Response Skin Reserve Serum Mist is a nourishing
serum mist that offers radiance and vitality with anti-ageing benefits.
Workout mask
Face Gym Activated Charcoal Mini Training Stick is a detoxifying
treatment that has been developed to be used during exercise. It is also
claimed to be the world's first motion-activated skincare designed to be
triggered by exercise.
Exercise-proof makeup
Laneige BFF Neo Cushion SPF 42 PA++ is a cushion with big pores. It
contains concealer-like foundation, designed to easily cover various
skin flaws, while lasting even in extremely severe, hot environments or
after exercise.
49

Offer firming bodycare to boost fitness results
Sur.Medic+ Fit Body Gel
Cream
Vitalbeautie Meta Green Body
Fit Cream
Topical products can further
enhance consumers' fitness
and exercise efforts by
helping to tighten and smooth
cellulite bumps.
Offer bodycare products that
are activated during exercise
to create new usage
occasions for bodycare and
repertoire expansion.
Consider easy application, on-
the-go packaging and
exercise-suitable textures to fit
the usage experience of
working out.
Partner up to support consumers' beauty and wellness
Headspace x Dove Men+Care
Beauty brands can team up with mindfulness
businesses to further enhance peaceful
experiences with fragrance and self-care
concepts.
Good mental health is another key angle that
consumers are trying to achieve, especially during
the pandemic, in which consumers have been
experiencing more stress.
Spiritual wellness is a common solution for Thais,
as Buddhism is the country's major religion, so
consumers are familiar with meditating as a way to
achieve peace and deal with stress. While the
concept of meditation has been modernised by the
Western market through mindfulness and
meditation apps such as Headspace, it helps
modern, digital dwellers to gain easy access and a
guide to mental wellbeing.
50

Offer self-care products with spiritual benefits
Harness the power of crystals or spiritual concepts to create new emotional appeal for consumers through
skincare and mental self-care.
Mist to calm the spirit and skin
KORA Organics Minty Mineral Hydration Mist is energised with
aquamarine, believed to help calm and soothe the spirit and skin. In
addition, there is an aquamarine crystal in each bottle.
Awakening eyecare
Charlotte Tilbury Cryo-Recovery Eye Serum includes Magic Crystal
Complex composed of moonstone, ruby, rose quartz and amethyst for
their calming, protective, empowering, uplifting and soothing benefits.
Tarot masks collection
Dr. Jart+ Tarot of Masks is a tarot-themed mask collection to address a
wide range of skin concerns.
51

Tap into wellness with fragrance-led beauty categories
Incorporate mood-boosting benefits such as relaxation, focus and sleep into fragranced products to boost
wellness claims.
Soap and shower products
Neom Super Shower Power Body Cleanser is based on the 100%
natural Great Day happiness fragrance, which includes the world's most
effective mood-boosting oils such as white neroli, mimosa and lemon to
balance emotions and boost positivity.
Bodycare
Dr. Hauschka Moor Lavendel Body Oil is claimed to warm and fortify
the skin, providing a sense of comfort and wellbeing to the body and
mind.
Aircare
Home of Humans A Room Full of Ideas Workspace Reed Diffuser has a
scent designed to create a productive work atmosphere for work-from-
home lifestyles.
52

Address female health
Offer solutions for specific issues consumers face during
hormonal changes
Sappe Ruby Lady Beauti Drink
The fluctuation in hormone levels have a
prominent effect on women inside and out, calling
for specific care during hormonal cycles.
Brands need to identify the specific issues faced
during hormone cycles such as mood swings, skin
problems such as breakouts and dryness and
stomach bloating. Seppe Ruby Lady is a
supplement drink designed to support women
during their menstrual cycles as a product that
'understands and will support every hormonal
women to fight the red war with grace', which
addresses the emotional support offered on top of
functionality. In addition, the brand addresses
specific issues that arise during menstruation such
as mood swings and bloating.
53

Address hormonal effects with beauty products
Call out specific issues experienced during the menstrual cycle to offer targeted treatment solutions.
Ease period cramps
Cloud 9 PMS Oil is pre-blended with jojoba oil and said to roll smoothly
on the abdomen to help eliminate cramps.
Hormonal facialcare
Once in a Moon Moon Mate Overnight Pack Dry Skin is a dedicated to
provide beauty-caring support to women whose skin gets dry and rough
during their period by normalising the 28-day skin turnover cycle.
Inside-out solution
Circles Clear Food Supplement is claimed to fight hormonal acne with a
formula rich in plants and minerals. It is said to be the most effective in
detoxifying the body from the inside out, while supporting hormonal
balance.
54

Bring women aged 45+ back to beauty with
menopause care
Lead with ingestible solutions as older consumers believe in inside-out
solutions and total wellness. Next, supplement this with topical skincare
ranges designed for the specific skin issues experienced by menopausal
women. Offer aromatherapy claims to address wellness and emotional
needs for women during hormonal changes to ease their journey.
Women over the age of 45 are losing interest in beauty; they are low-
engagement consumers in beauty categories because they prioritise
health and wellness over appearance.
Menopause has a room of opportunity for beauty brands to leverage to
attract women aged 45+ – address wellness concerns and specific
issues caused by menopause.
55

Activate wellness as a gateway to beauty for menopausal
women
Beauty inside-out mist
Urang Organic Rose Mist for vitality and healing and estrogen, which
soothes menopause. It is designed to soothe skin, tighten pores,
improve skintone and add moisture as well as uplift the spirit, relieve
headaches and promote hair health.
Sleep aid
Lilitel Dreamlact Sleeping Remedy Capsules are recommended during
menopause; they contain a patented ingredient that reduces stress and
has a soothing effect.
Aroratheraputic bodycare
Sh'Zen Menopause Treatment Cream for Body is particularly uplifting
during times of stress, PMS and menopause, and its formula is infused
with a soft, feminine fragrance.
56

Wellness is men's gateway into the beauty
universe
Communicate that self-care is not just for women
Incorporate wellness angles such as supplements and exercise into men's grooming regimes to engage with men.
Source: YouTube/Harper's BAZAAR
Recruit men with non-beauty categories
Male consumers are less engaged with beauty categories. To appeal to
men, brands will need to establish first impressions of wellness and
beauty through their lifestyle activities such as gaming, sports and fitness
or fashion.
In addition, focus on other, easy-to-use categories such as personal
care, aircare and ingestibles in which products can be effortlessly
incorporated into everyday routines.
Highlight fragrance and simple mood-boosting claims such as sleep and
relaxing to help men navigate through product purchase as they are new
to the category.
57

Lead with lifestyle activities to engage with men
Gamer skincare
SANGUINE Gamer Series is an online-game-inspired essence water to
exfoliate, nourish and protect the skin from computer screens in one
product.
Sports and fitness
Buttah Skincare uses professional American football star as the brand's
spokesperson, encouraging men to practice self-care.
Fashion
Tom Ford Hydrating Lip Balm For Men was launched by the fashion
house, which specialises in suits and tuxedos, in sleek and masculine
packaging.
58

Address wellness with non-facial categories
Leverage anti-stress and sleep claims to steer men towards their wellness goals.
Aircare
Panpuri Haze of Grass Perfume Candle includes natural essential oils,
such as lemongrass, rosemary and lemon rinds, that are blended to
create a cannabis terpene fingerprint that uplifts and soothes the
senses.
Ingestible beauty
Aime L'Homme (Skin + Energy) Food Supplement is recommended for
fatigue, stress, endurance and resistance. Its formula is specifically
developed with the needs of men in mind, fitting easily into their daily
routine.
Fragrance
Apiarium Cedro e Patchouli Eau de Parfum offers a fragrance to repel
negativity and fight everyday stress. It's designed for those who know
that a receptive mind is the key for success and enrichment for a
creative spirit.
Aircare can create a self-care mood for men
Connor of Trash Taste, an anime-based podcast with a majority male audience, discusses aircare as a way to pamper himself.
Source: YouTube/Trash Taste Highlights
59

Humanrace emphasises the
need for self-care
Educate men on the need for self-care
A wellness highlight as well as a minimal approach to skincare will help
target men who have been becoming interested in self-care during the
pandemic.
Humanrace navigates gender inclusivity in skincare to promote usage by
emphasising the human need for self-love.
The brand philosophy is rooted in emotional values: Founder Pharrell
Williams has stated, "There is a lot of unrest in the world right now and
it’s more important than ever to take care of ourselves. Your wellbeing is
important – in order to care for others, you need to make sure you take
care of yourself as well."
Its simple and effective skincare range includes just three steps with as
few products, said to take three minutes to use in the morning and at
night.
60

Global innovations
Skincare for menstruation-related facial issues
During menstrual cycles, skin is thrown off balance with a loss of hydration and increased breakouts and
sensitivity, calling for different skin solutions than usual.
Acne care
Adara P.M.S Series Stay Clear Enzyme Wash Adara P.M.S Series Stay
Clear Enzyme Wash has been specially designed for oily skin types,
acne-prone skin and during hormonal changes when skin needs
specific treatment.
Soothing care
Once in a Moon No More Hide Serum is a skin trouble care serum with
Centella asiatica that thoroughly soothes women's irritated skin during
menstruation.
Reblance
Payot My Period La Cure Rebalancing Face Serums for Menstrual
Cycle are a nine-day rebalancing program for use during the menstrual
cycle. Each serum has an innovative formula to limit impacts of the
menstrual cycle on the skin.
61

Menopause beauty and personal care
As oestrogen levels drop during pre-menopause, the skin can start to feel dry and irritated and there may
be hairloss.
Menopause facial serum
Avon Adapt Hydra Rescue On the Go Serum is infused with a skin-
balancing botanical adaptogen, formulated to work through multiple
layers of skin.
Facial treatment mask
_faace Menopause Treatment Mask is a soothing mask with collagen-
boosting, super-hydrating and anti-inflammatory ingredients.
Menopause care for thinning haircare
Pantene Pro-V Hair Biology Menopause Revitalise & Soothe Shampoo
is a gentle shampoo for daily use that moisturises dry hair and calms an
out-of-balance scalp without weighing down the volume of the hair.
62

Boardroom checklist
Boardroom checklist
Beauty needs to cross over into wellness
The spotlight is now on wellness – beauty and personal care products can highlight mood-boosting
benefits as well as the support of physical health to ride on the wellness trend.
Leverage new lifestyles as gateways
The beauty category will be able to attract new consumers, especially men, by playing into lifestyle
appeals such as sports and exercise as an entry point.
Support women's hormonal changes
With more open conversations on previously taboo topics, brands need to be proactive in supporting
the feminist movement by offering products for menstrual and menopausal support.
Much-needed self-care for men
Because of the pandemic, men have been starting to realise the importance of relaxation, de-
stressing and self-pampering. This is an opportunity for brands to use the self-care space to promote
beauty products for men.
63

Meet the expert
Sirinar Puppachat
Beauty & Personal Care Analyst
Sirinar is based in Bangkok and provides insights into the Thai beauty
and personal care market. Her wealth of experience as a qualitative
researcher has led her to work across various FMCG categories with
local and global clients, to deliver answers to their business questions.
Read more by this expert | Get in touch
64

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Chinese licensed
market survey agent (see Research Methodology
China for more information).
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