Thai female youth feel significant pressure to adhere to a narrow beauty ideal promoted through pervasive media images. This ideal emphasizes fair skin, high nose bridges, and large eyes. Many Thai youth believe appearance is a reflection of status and wealth, and that one's looks can and should be improved. As a result, some Thai youth intend to use diet pills or cosmetic surgery to achieve the ideal body portrayed in the media. Beauty brands in Thailand need to build trust by demonstrating product effectiveness and positioning their brands to empower consumers rather than perpetuate unrealistic standards of beauty.
The ageing population gives chance to upsell to consumers as they look for more progressive skincare. Our holistic approach provides a chance for women in their 50’s to be in perfect harmony between their inside and outside beauty.
This holistic approach fits their confucianism values. They believe that the outside beauty reflects the inner beauty.
Moreover the tech-savy aspect of consumers has largely influenced the way they shop, and it does not only concern young generations. Thanks to Korea world’s best IT infrastructure with exceptionally wide use of high-speed Internet and smartphones consumers can be easily reached.
Developing Olay in France skincare marketKien Nguyen
The final report is comprised of 3 parts:
1. Main insights for the brand on the French market
2. A TOWS analysis with the recommended strategy - Online and Mobile Application
3. The presentation of the concept for Olay and a positioning statement
Talk presented at the LuxePack New York show, May 2016. It looks at how the oft-quoted “Lipstick Effect” is only half true in today’s new luxury consumer market, as the status and prestige motivation for buying luxury brands is giving way to new drives and desires to buy luxury goods, most especially beauty.
Today’s affluent consumers are driven my new needs and desires to trade up to luxury brands, desires like:
Luxury for Me (Anti-status): Luxury isn’t about you, and what you think, but about me and who I am
Luxury of Discovery (Spread the word): Thrill of discovery anchors brand’s most powerful marketing tool — Word-of-mouth
Luxury of Simplicity (Simple elegance): It’s the KISS principle — Keep It Simple Stupid! – is valued. Embrace the concept of simple elegance.
This white paper explores each of these new luxury drivers and profiles brands that are using each to connect with today’s most profitable customers — the affluent.
The message: Luxury is a mindset, not a brand or a price point.
Kiehl's Case Study - Company & Industry Analysis vis-a-vis Men's Grooming Nikhil Saraf
Analyzed the status of Kiehl’s:
- SWOT analysis of the Kiehl’s brand when it comes to male beauty products
- Business performance
- Products (packaging, visuals, ranges, geography, claims, USP <unique>)
- Market share and ranking
- Positioning and image
- Pricing
- Consumers
- PR & Digital strategy
- Retail strategy
- Merchandising
- In-store & online activities
[Entry for Loreal Brandstorm 2014]
Body Shop Entering Tier 2 city( India)Alisha Datta
About the Brand
Ojectives of the project
Milestones
Core Values
Product Categfory & Price Range
Location
Promotions
Integrated Marketing Communication
Competive Analysis
Swot
Pest
Target consumer
Why Agra
Indian consumer
Catergory launching in Agra
Where in Agra
Tertiary Trading Area
Proposed promotions
Supply chain
T& A
Competitor Analysis
Proposed Imc
Target Consumer Agra
Swot of Agra
Conclusion
The ageing population gives chance to upsell to consumers as they look for more progressive skincare. Our holistic approach provides a chance for women in their 50’s to be in perfect harmony between their inside and outside beauty.
This holistic approach fits their confucianism values. They believe that the outside beauty reflects the inner beauty.
Moreover the tech-savy aspect of consumers has largely influenced the way they shop, and it does not only concern young generations. Thanks to Korea world’s best IT infrastructure with exceptionally wide use of high-speed Internet and smartphones consumers can be easily reached.
Developing Olay in France skincare marketKien Nguyen
The final report is comprised of 3 parts:
1. Main insights for the brand on the French market
2. A TOWS analysis with the recommended strategy - Online and Mobile Application
3. The presentation of the concept for Olay and a positioning statement
Talk presented at the LuxePack New York show, May 2016. It looks at how the oft-quoted “Lipstick Effect” is only half true in today’s new luxury consumer market, as the status and prestige motivation for buying luxury brands is giving way to new drives and desires to buy luxury goods, most especially beauty.
Today’s affluent consumers are driven my new needs and desires to trade up to luxury brands, desires like:
Luxury for Me (Anti-status): Luxury isn’t about you, and what you think, but about me and who I am
Luxury of Discovery (Spread the word): Thrill of discovery anchors brand’s most powerful marketing tool — Word-of-mouth
Luxury of Simplicity (Simple elegance): It’s the KISS principle — Keep It Simple Stupid! – is valued. Embrace the concept of simple elegance.
This white paper explores each of these new luxury drivers and profiles brands that are using each to connect with today’s most profitable customers — the affluent.
The message: Luxury is a mindset, not a brand or a price point.
Kiehl's Case Study - Company & Industry Analysis vis-a-vis Men's Grooming Nikhil Saraf
Analyzed the status of Kiehl’s:
- SWOT analysis of the Kiehl’s brand when it comes to male beauty products
- Business performance
- Products (packaging, visuals, ranges, geography, claims, USP <unique>)
- Market share and ranking
- Positioning and image
- Pricing
- Consumers
- PR & Digital strategy
- Retail strategy
- Merchandising
- In-store & online activities
[Entry for Loreal Brandstorm 2014]
Body Shop Entering Tier 2 city( India)Alisha Datta
About the Brand
Ojectives of the project
Milestones
Core Values
Product Categfory & Price Range
Location
Promotions
Integrated Marketing Communication
Competive Analysis
Swot
Pest
Target consumer
Why Agra
Indian consumer
Catergory launching in Agra
Where in Agra
Tertiary Trading Area
Proposed promotions
Supply chain
T& A
Competitor Analysis
Proposed Imc
Target Consumer Agra
Swot of Agra
Conclusion
Skin care is the crucial part. It takes careful attention, cautious handling for beautiful skin. There are many tips, remedies which are used. But something will work for you and something will not work for other person. These skin care tips will help you in enhancing your skin health.
Welcome to Marketing 3.0 World
Have been inspired by the sustainable “Marketing 3.0”, we selected the key parts from the book and various presentations, digested and retold in our own way, for you to enjoy.
Hoping it’ll inspire you to practice “Marketing 3.0” more, as it’s the only way to ‘sustainable’ branding, marketing, and making our world a better place.
Mining the Brandscape: The Future of Marketing ResearchLucia Trezova
To explain holistic market research approach and describe specific techniques how to explore Brandscape, brands identity and brand meanings in cultural context. To explore how brands meanings are created by use of signs and symbols in code systems within discourses. To explain the role of marketing communication in meaning transfer to create successful strong culturally relevant brands.
Change Knowledge: Are you ready for tomorrow's consumer?Lighthouse CEE
Presentation for the Central European University in Budapest on the 26th of March 2010.
Change Knowledge and it's implications & applications for brands and business in Russia & Denmark.
Lighthouse CEE corporate profile, client offer and case studies. More informatiion about Lighthouse CEE at: http://www.lighthouse-cee.com
Mary Kay Cosmetics - "Because We Know You" Campaign BookJillian Koehnken
For my Intro to Strategic Communications class, we created a strategic communications marketing plan for Mary Kay Cosmetics. My team, Refresh Media, created the "Because We Know You" campaign to stress the importance and value of Mary Kay's Independent Beauty Consultants (IBC). IBC's help people achieve their perfect look to feel confident both inside and out.
(youthlabindo) Indonesian youth social universe:youth marketing for energy drinkyouth laboratory indonesia
Find out why most energy drink brand failed to create real engagement with the Indonesian youth segment
*kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, perusahaan penelitian pemasaran
Five awarded essays on branding by MEC's rising stars:
- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
- Statics & Flows: The Creation of Brand Fame in theDigital Age
What does it take to build a brand?
How should you position your product or service offering?
In this 101 presentation we'll take you though the history, tactics, and practical examples you need to learn to build a lasting story that sticks in consumers minds.
This course was originally developed thanks to Youth Employment Services and their incredible entrepreneurship program that empowers young business owners in Toronto to develop their own Canadian brands.
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
30 years in 30 minutes: Tips for starting your advertising career.David Murphy
Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.
Care Instructions for Activewear & Swim Suits.pdfsundazesurf80
SunDaze Surf offers top swimwear tips: choose high-quality, UV-protective fabrics to shield your skin. Opt for secure fits that withstand waves and active movement. Bright colors enhance visibility, while adjustable straps ensure comfort. Prioritize styles with good support, like racerbacks or underwire tops, for active beach days. Always rinse swimwear after use to maintain fabric integrity.
Johnny Depp Long Hair: A Signature Look Through the Yearsgreendigital
Johnny Depp, synonymous with eclectic roles and unparalleled acting prowess. has also been a significant figure in fashion and style. Johnny Depp long hair is a distinctive trademark among the various elements that define his unique persona. This article delves into the evolution, impact. and cultural significance of Johnny Depp long hair. exploring how it has contributed to his iconic status.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
Have you ever wondered about the lost city of Atlantis and its profound connection to our modern world? Ruth Elisabeth Hancock’s podcast, “Visions of Atlantis,” delves deep into this intriguing topic in a captivating conversation with Michael Le Flem, author of the enlightening book titled “Visions of Atlantis.” This podcast episode offers a thought-provoking blend of historical inquiry, esoteric wisdom, and contemporary reflections. Let’s embark on a journey of discovery as we unpack the mysteries of ancient civilizations and their relevance to our present existence.
MRS PUNE 2024 - WINNER AMRUTHAA UTTAM JAGDHANEDK PAGEANT
Amruthaa Uttam Jagdhane, a stunning woman from Pune, has won the esteemed title of Mrs. India 2024, which is given out by the Dk Exhibition. Her journey to this prestigious accomplishment is a confirmation of her faithful assurance, extraordinary gifts, and profound commitment to enabling women.
Is your favorite ring slipping and sliding on your finger? You're not alone. Must Read this Guide on What To Do If Your Ring Is Too Big as shared by the experts of Andrews Jewelers.
La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
From Stress to Success How Oakland's Corporate Wellness Programs are Cultivat...Kitchen on Fire
Discover how Oakland's innovative corporate wellness initiatives are transforming workplace culture, nurturing the well-being of employees, and fostering a thriving environment. From comprehensive mental health support to flexible work arrangements and holistic wellness workshops, these programs are empowering individuals to navigate stress effectively, leading to increased productivity, satisfaction, and overall success.
14. Difference between
the importance of
attributes by region
(North, Northeast,
Central and South)
Thailand
Bodyweightandshape
Brightfacialskin
Bodyskincolor
21. “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
30. 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
31. What do "
Thai youth
consumers
want to gain
from beauty
brands?
49. 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
50. 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:
51. 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:
52. The question is…
How is this narrow beauty ideal impacting
how Thai youth see themselves?
We would like to explore…to better understand their needs and wants when buying beauty brands
Methodology: Interviewed 14 Thai females aged 15-24 in the city center of Bangkok
Supported by secondary research
To Thais, what is beautiful?
Is the media perpetrating the beauty ideal?
How has it impacted the people?
Why is beauty so important?
What do youth consumers want to gain from beauty products and fashion brands?
What are the implications on strategies for communication?
Background on the study
Scope
Sensing investigation exercise
We would like to explore…
Methodology (interviews and secondary research) interviewed number of thai youth in central area about how they perceive beauty
In bangkok, specifically, you will notice immediately that there are images of beautiful people everywhere. It’s impossible to escape - they’re on billboards, promoting beauty products, in tv commercials, magazines and movies
Walk along the streets in the city and you will find aesthetic clinics and cosmetic stores promising quick fixes for beauty. They are everywhere – shopping malls, by the road and even at BTS stations.
In comparison, for example in Singapore, most aesthetic clinics are located in specific high end malls in the city which are known to be beauty-centered.
And it’ s not just aesthetic clinics. In the past decade, Thailand has positioned itself as a destination for medical tourism, especially for low-cost cosmetic procedures. Here, cosmetic surgery generates 20 billion baht annually in revenue. In Thailand, being beautiful is a big business.
But what does it actually mean to be beautiful in Thailand? This was the first question that needed to be answered.
The answer seemed to be – fair skin, a high nose bridge, and big eyes – sharp features, basically. I found this from my interviews with Thai youth. Also, as secondary research, I found a study done by various American univerisities which revealed the same thing. But throughout Thailand’s regions, there was some variation of perception.
The study found that women in different regions different importance on different attributes. When the results were compared between regions, it was found that
women in the North placed the most importance on facial skin (bright face skin).
Women in the Central region placed the most importance on body weight and shape.
Women in the Northeast placed the most importance on facial features (oval face, big eyes, and high nose bridge)
Women in the South placed the most importance on body skin color (white or white pink [body] skin).
This might be because of the differences in the way people themselves look in different regions. But overall, fair skin was the most important feature.
In Thailand, fair skin is a fixation, as can be seen from the advertisements. The whiter and paler your skin, the better. This is in contrast to western countries where tanned skin is the ideal. Why is this so?
In Thai culture, dark skin was representative of poverty and working class status because in the past, it meant you had to work in the sun all day.
Whereas wite skin is viewed as representative of wealth, comfort and upper class status. But is this still true?
Because today, this might no longer be as true as there are many products available on the market that are able to lighten your skin.
Still, fair skin has become the present beauty ideal, reinforced by the media. The vast majority of models in advertisements and celebrities have very fair skin. Which leads to the question…
…is the media perpetuating the beauty ideal? How much influence does the media actually have on shaping what people think is beautiful? Let’s take a look at some forms of the media and their impact.
This is a quote by one of our interviewees. She said “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.” She is a female journalist that I interviewed at Centralworld, where she was covering the Bangkok Fashion Show. It was lucky to have an interviewee that fit both the target group of our study, and was also employed in the media, because she is able to see things from both perspectives. As a journalist, she acknowledged the big influence that the media has on public perception and trends.
In Thailand, there are magazines that contain information solely about cosmetic procedures, plastic surgery, and cosmetics, that tell you what products will make you beautiful. It shows you what else you need to change about your body, what products you need to put on your face, and it seems like what you have to do is never-ending. Magazines like this put pressure on people to follow the latest and best beauty fixes. Which is also related to…
The mass influence of the media. In Bangkok, media advertising for beauty is very prevalent and visible. There are always new trends to follow. Thai youth tend to like to follow trends and to fit in, and enjoy belonging in a group. As with many Asian countries, it seems that the emphasis is still to place the community over the individual.
And it’s not just Thai media that has an influence on people. Foreign media also brings in cultural influences. For example, Korean culture and K-pop has become very popular in recent years. Korean idols are known for being good looking. Incidentally, Korea has the highest rate of plastic surgery per capita in the world, with one in five women having had plastic surgery. In K-pop, it is a requirement to look good. This associates a link between good looks and fame and wealth.
So what is the message that the media is sending? It is that, with beauty comes success, acceptance, wealth and power, and that this beauty can be achieved through the purchase of products or cosmetic enhancements.
And that beauty is no longer a privilege you are born with, but something that can be bought.
Has the media created a higher standard of beauty for people to live up to/is there increased pressure to be beautiful?
The high visibility of the media leads the people becoming accustomed to seeing a certain type and standard of beauty, which is touted as the ideal.
This affects people as they feel they are not beautiful if they do not fit into the narrow ideal. Narrow ideal of beauty, which everyone is trying to fit into despite what natural features they were born with
A survey found that 1 in 3 Thai youth intend to use diet pills or cosmetic surgery to get the ‘ideal beauty’. This shows that Thai youth are willing to take big steps in order to attain beauty. They will buy beauty products, undergo aesthetic procedures and even plastic surgery. Which leads to the question…
What do thai youth consumers want to gain from buying brands? First, we will look at some characteristics of Thai youth.
Thai youth are price conscious
- might be the same internationally
Youth tend to be students
Do not have as much disposable income
Price is a big factor when making purchases
As I mentioned earlier, they like to follow the crowd
like to be seen as trendy
Preferences are heavily influenced by their peers
That tell them beauty is attainable. Like the idea that looks can be improved…no matter what you are born with
And finally, they also see appearance as a reflection of status
Hence, they buy products that reflect how they see themselves
So, what do thai youth consumers want to gain from buying brands? What makes them pick one brand over another?
Firstly, they buy a beauty product if they believe that the brand will improve their looks the most. The brand gets across the message that its products are effective and will most help them become beautiful
They also buy brands if they are in line with trends or popular amongst their peers. In the beauty market, this could mean they prefer the brand because they are quick to pick up on new beauty trends or innovations and incorporate them into their products.
And lastly, if the brand helps them achieve an image of wealth and status. In general, this might mean buying luxury or designer products for the brand name. But in the context of the beauty market, what I mean by this is that they would buy products to change their appearance and help them further fit the beauty ideal, which is associated with wealth and status.
So what are the implications of the findings on communication strategies?
Firstly, recommendation is create a community and movement, long-term campaigns will be more effective. Primary aim should be to change perception and create a following, not just increase sales. This is to tap into how Thai youth like to be part of a group. Creating a campaign will make them feel involved and a part of bigger movement.
Consistent brand image and message
Not about the product, but to associate the brand with a certain image
Ray-bans are popular because they’re cool, young and luxurious
utilize social media, encourage interaction with the brand and their social circle; recommending products to friends
Social media allows brands to connect with consumers on a more personal level
Friends are also likely to influence each others opinions, and making consumers feel engaged, encourages them to recommend the brand or products to their friends
community
Mcdonald’s singapore facebook page
E coupons that people can download on to their smartphones and show at the counter to redeem the offer
Takes advantage of Singapore’s high smartphone penetration rate and 3G usage
Consumers can easily share the e-coupons with their friends
Using social media makes it easy for brands to reach out to consumers and their social circles
utilize known sources to advertise the product that they already identify with and trust, and are seen as cool: e.g. bloggers, celebrity endorsements. If the message comes from a trusted source, they are more likely to accept the product. This will make them relate more to the brand and feel more like the brand connects with their own identity.
Chevrolet Colorado was introduced to Thailand
Rural Thai people could not relate to the brand’s advertising or American history or pronounce its name
Partnered Nok Noi, the most popular Thai country brand
Composed a song ‘bring out the best’ which was composed to help rural thai folk learn and remember the Colorado, and correctly pronounce its name. Nok Noi performed the song on a tour of more than 200 concerts
The Colorado’s market share grew 237%
This shows how using a trusted source to convey an ad message can greatly help to change perception
Garnier Light whitening moisturiser
Each box came with a ‘fairness ruler’ that allowed you to measure your skin tone and compare the difference before and after
Allowing consumers to see results for themselves builds trust in the brand and its products
More likely to make future purchases from the brand
Here are the 4Cs in terms of beauty brands
Currency – successful beauty brands establish and maintain a relationship based on trust. Consumers buy and continue purchasing their products because they know that they are effective and are to a satisfactory standard.
Conversation – they should also be aware of what their consumers want and keep up with consumer preferences and changing beauty trends
Content – hence it is also important that brands be aware of what consumers think is beautiful, what their ideal appearance is and what they want to gain from using beauty products
Community – finally, they should build social communities in order to engage their consumers and make them feel part of a likeminded group
Summary highlight the importance of appearance
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Summary highlight the importance of appearance
(the last page…)