Thai Sample Report Redacted Version | 2024

11 MARCH 2024 | REPORT
FACIAL CLEANSER – THAI
CONSUMER – 2024
Expand the reach of makeup removers by introducing a pre-wash step.
Integrate wellness elements and develop gentle formulations with sensory-
enhancing features.
Chayapat
Ratchatawipasanan,
Principal Analyst
1
Prepared for kmacnamara@mintel.com
© 2024 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Table of Contents
EXECUTIVE SUMMARY........................................................................................................................ 4
Key issues covered in this Report..................................................................................................... 6
Graph 1: top facial cleanser launches carrying claims related to relaxation and mood benefits, by
format and texture, 2021-24.............................................................................................................. 8
Graph 2: facial cleansing product usage in the past three months among colour cosmetic and
facial sunscreen users, 2023 ............................................................................................................ 9
Graph 3: facial cleanser product features willing to pay more for, by interest in fragrance features,
2023 ................................................................................................................................................ 10
Graph 4: consumers who strongly agree with select statements, by skin sensitivity and attitudes
towards facial cleansers, 2023........................................................................................................ 11
KEY TRENDS AND MARKET FACTORS............................................................................................12
Increasing focus on cleansing steps for improved skin...................................................................14
Graph 5: top ten beauty and skincare claims in makeup remover launches, 2019-24 ...................16
Skincare taking a new role in promoting emotional wellbeing.........................................................18
Graph 6: penetration of claims related to relaxation and mood-lifting benefits in BPC launches, by
sub-category, 2019-24 .................................................................................................................... 19
Graph 7: top facial care launches by product format and texture, 2019-24 ....................................20
Graph 8: top facial cleanser launches by format and texture, 2019-24...........................................20
Graph 9: top facial cleanser launches carrying claims related to relaxation and mood benefits, by
format and texture, 2021-24............................................................................................................ 21
Graph 10: top facial cleanser launches, by fragrance component group, APAC vs Thailand,
2021-24 ........................................................................................................................................... 22
Rising necessity to shield and care for sensitive skin .....................................................................23
Graph 11: top 10 claims in facial cleanser launches, excluding cleansing claim, 2019-24 ............25
Graph 12: packaging and dispenser type of facial cleanser launches, 2019-24.............................26
WHAT CONSUMERS WANT AND WHY .............................................................................................28
Reposition makeup remover as a pre-wash to increase penetration ..............................................30
Graph 13: facial cleansing product usage in the past three months among colour cosmetic and
facial sunscreen users, 2023 .......................................................................................................... 31
https://clients.mintel.com/content/report/facial-cleanser-thai-consumer-2024
2

Graph 14: usage of beauty products in the past three months, by attitudes towards beauty and
makeup remover usage, 2023 ........................................................................................................ 33
Graph 15: changes in the usage of facial scrub in the last six months, by attitudes towards beauty
and makeup remover usage, 2023 .................................................................................................34
Graph 16: usage of makeup products in the past three months, by attitudes towards beauty and
Graph 17: consumers who strongly agree with select statements, by attitudes towards beauty and
Upgrade facial cleanser with wellness elements, delivering through sensory benefits...................40
Graph 18: consumers who strongly agree with select attitude statement, 2023.............................41
Graph 19: facial cleanser product features willing to pay more for, by interest in fragrance features,
2023 ................................................................................................................................................ 43
Premiumise facial cleansers with gentle yet deep-cleansing formula .............................................48
Graph 20: consumers who strongly agree with select statement, by facial skin conditions, 2023..48
Graph 21: consumers who strongly agree with select statements, by skin sensitivity and attitudes
Graph 22: features considered as the most important factors when purchasing facial cleanser
products, by skin sensitivity and attitudes towards facial cleansers, 2023......................................51
Graph 23: dermacosmetic skincare usage, by Gentle Cleansing Seekers, 2023 ...........................52
Graph 24: facial cleanser product features willing to pay more for, by skin sensitivity and attitudes
APPENDIX ........................................................................................................................................... 57
3

EXECUTIVE SUMMARY
Click here to read this report in Thai: ผลิตภัณฑ์ทำำควำมสะอำดผิวหน้ำ - ผ้้บริโภคไทย -
2024
4

Mintel's perspective
Boost makeup remover adoption through pre-wash
As consumers increasingly focus on their facial care and cleansing routines, there is opportunity to
expand the reach of makeup removers.
Brands can target makeup remover non-users who prioritise thorough facial cleansing by repositioning
these products as pre-wash. The inclusion of skincare benefits will further ensure uptake.
Tap into self-care with emotional benefits
With consumers prioritising mental wellness, facial cleansers are moving into self-care with emotional
wellbeing becoming a key product benefits.
Brands can turn this momentum into a premiumisation opportunity by integrating mood-lifting sensory
and neurocosmetic ingredients to enhance the mind-body connection in facial cleansers.
Provide cleansing solutions for sensitive skin
The pollution crisis has heightened the demand for facial cleansers with gentle formulas that maintain
effective cleansing capabilities.
Brands can meet both needs by upgrading facial cleansers with fine-molecule textures and innovating
formulas that deliver a comforting post-wash sensation, along with skin barrier-enhancing benefits.
5

Key issues covered in this Report
• The trends impacting the facial cleanser category in Thailand
• Facial skincare routines and consumer attitudes towards facial cleansing routines
• Purchasing criteria and interest in facial cleanser features
• Association between format & texture and benefits of facial cleanser products
Overview
Thai consumers are dedicating more attention to their facial care routine,
with %* spending more time on facial care in 2023, up from %* in
2022. This trend provides a positive foundation for the facial cleanser
category and creates opportunities for innovation. The makeup remover
segment, in particular, can be adapted to appeal to a broader audience,
including non-regular makeup wearers.
Furthermore, the growing emphasis on mental wellbeing and self-care
presents opportunities for brands to capitalise on innovation in sensory
features and the incorporation of neurocosmetics into facial cleansers.
There is also a rising demand for gentler formulations that cater to
sensitive skin needs, particularly as the pollution crisis continues to drive
consumers to protect and care for their skin sensitivity.
* taken from Mintel's Global Consumer, September 2023, March 2022
6

The outlook of facial cleanser category in Thailand
Source: Economist Intelligence Unit, Company Information, Trade Interviews, Mintel; The Future of Facial
Skincare: 2023; 2024 BPC Trend: NeuroGlow
7

Thai consumers are prioritising the skin cleansing step, with trends "skin cycling" and "double cleansing"
gaining traction. This presents an opportunity for brands to broaden the positioning of makeup removers to
include non-makeup users.
Additionally, self-care is a key trend shaping the category, with consumers emphasising mental wellness and
recognising the mind-body connection. This allows brands to explore the use of neurocosmetic ingredients and
sensory experiences to offer emotional benefits.
Meanwhile, the pollution crisis has sparked consumer interest in skin protection and and products suitable for
sensitive skin, leading to changes in consumer preferences and priorities when choosing facial cleanser
products. Gentleness has emerged as a prominent topic, offering an area for innovation for brands.
%
of
launches
APAC: top facial cleanser launches carrying claims related to relaxation and mood benefits, by format and
texture, 2021-24
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Growing focus on cleansing step and self-care open room for
innovation while demand for sensitive care is also rising
Source: Mintel GNPD, February 2019-January 2024
8

Insight: consumers who don't use makeup remover show a strong need for thorough facial cleansing but find
that makeup removers isn't ideal to fulfil this need.
• % of consumers who use sunscreen don't use makeup remover.
• % of makeup remover non-users strongly agree that sunscreen requires special cleansers in addition
to regular facial cleansing products.
• % of them have used facial scrub more frequently in the last six months.
• % will pay premium for facial cleansers with skincare benefits, and the same percentage for deep pore
cleansing benefits.
Implication: refine the role of makeup remover as a pre-wash product to target broader skin impurities while
improving skin health.
• Establish pre-wash step for Prospect Pre-Wash Users
• Promote pre-wash as the essential first step for thorough skin cleansing
• Highlight the added value of pre-wash products with skin-nourishing benefits
%
of
consumers
Thailand: facial cleansing product usage in the past three months among colour cosmetic and facial
sunscreen users, 2023
Facial cleanser (eg facial foam) Makeup remover (eg micellar water cleanser)
Total Colour cosmetic users Facial sunscreen users
Reposition makeup remover as a pre-wash to increase
penetration
Base: 2,000 internet users aged 18+
Source: Dynata/Mintel, December 2023
9

Insight: consumers want to transform their facial cleansing routine into a form of self-care, viewing sensory
experience as essential for achieving this.
• % of facial cleanser users strongly express interest in more variety of fragrance in facial cleansers.
• % of these consumers view the facial cleansing step as a moment of relaxation.
• % are willing to pay more for facial cleansers with aromatherapy benefits; 42% will pay more for products that
enhance blood circulation.
• % associate facial cleansers with balm texture as relaxing.
Implication: incorporate sensory elements to enhance the wellness experience and tap into premium offerings.
• Bring wellness to facial cleansers with the power of aromatherapy scents
• Explore the use of neurocosmetics to enhance the mind-body connection
• Offer a multi-sensory cleansing experience to promote relaxation and wellness
• Position the facial cleansing step as a relaxing ritual, promoting both mental and skin wellness
%
of
consumers
Thailand: facial cleanser product features willing to pay more for, by interest in fragrance features, 2023
Fragrance Enthusiasts Non-fragrance Enthusiasts
Has aromatherapy benefits (eg
lavender scent for promoting sleep)
Can boost blood circulation in facial
skin
Has premium-fragrance-like scents
Upgrade facial cleanser with wellness elements, delivering
through sensory benefits
Base: 1,322 internet users aged 18+ who have used facial cleansing products in the past three months
(352 of whom are Fragrance Enthusiasts)
10

Insight: consumers with sensitive skin are wary of product harshness and seek gentle formulas, while also
desiring effective cleansing.
• % of consumers have sensitive facial skin and express high concern that the strong cleansing effects of facial
cleansers may lead to skin issues.
• % of these consumers believe facial skin issues can be prevented by thorough cleansing, yet 53% believe
that the available products are too harsh for skin.
• % prioritise gentle formula when choosing facial cleanser.
• % associate facial cleansers with airy foam texture as being gentle; 57% also associate them with cleansing
benefits.
Implication: deliver both gentleness and deep-cleansing benefits through texture innovation and post-cleanse
sensation.
• Innovate in fine molecule texture offering both deep cleansing and skin gentleness
• Develop formulation to promote comfort and satisfying after-wash sensation
• Improve skin health and texture with barrier-enhancing ingredients for lasting benefits
%
of
consumers
Thailand: consumers who strongly agree with select statements, by skin sensitivity and attitudes towards
facial cleansers, 2023
Cautious Sensitive-skinned Consumers Total
Facial skin issues are caused by not cleansing the skin
well-enough
Facial cleansers in the market are too harsh to facial
skin
Premiumise facial cleansers with gentle yet deep-cleansing
formula
Base: 2,000 internet users aged 18+ (428 of whom are Gentle Cleansing Seekers)
11

KEY TRENDS AND MARKET FACTORS
12

What you need to know
Rising emphasis on the cleansing step
Thai consumers are increasingly prioritising their facial care routines, with a notable focus on the skin
cleansing step. The rising popularity of 'double cleansing', in particular, presents an opportunity for
brands to expand the reach of makeup removers to non-makeup users seeking to improve their
complexion.
Skincare stepping into emotional wellbeing
As consumers prioritise mental wellness, skincare products are evolving from self-pampering to self-
care, directly catering to emotional wellbeing. Capitalising on this trend, facial cleanser brands can
leverage functional neurocosmetic ingredients and sensory experiences delivered through textures and
scents.
Growing need to protect sensitive skin
The pollution crisis has intensified consumer interest in skin protection and addressing sensitive skin
concerns, leading to a growing preference for facial cleansers with gentle formulas. This trend presents
an opportunity for skincare brands to innovate through product formulas and enhanced textures tailored
for gentle cleansing.
13

Increasing focus on cleansing steps for improved
skin
Consumers prioritising their facial care
presents an opportunity to elevate the
cleansing step
In recent years, Thai consumers have dedicated more attention to their
facial care routine, with % spending more time on facial care in 2023,
up from % in 2022.
As consumers become increasingly invested in skincare, there's a
notable shift towards prioritising the skin cleansing step. Take, for
example, the latest "skin cycling" trend that involves a four-night skincare
schedule, a technique that begins with thorough exfoliation to cleanse the
skin and rid it of dead cells. This prepares the skin for the subsequent
step, ensuring active ingredients can penetrate effectively. Another
noteworthy trend is the "60-second rule" for cleansing, emphasising the
importance of dedicating adequate time to this crucial step in skincare
routines.
* taken from Mintel's Global Consumer, September 2023, March 2022
14

Makeup removers can broader their audiences as 'double
cleansing' gaining traction
Beauty article promotes 'double cleansing' to
reduce acne
The 'double cleansing' technique is gaining
traction in beauty, particularly among individuals
who do not wear makeup. This method involves
using two different cleansers consecutively,
starting with an oil-based cleanser followed by a
water-based one, to thoroughly remove impurities.
Advocates of this approach often tout its ability to
promote clearer skin and reduce acne problems.
Brands can ride on this trend to increase the
penetration of makeup removers, broadening their
target audience to include non-makeup users and
men. But to secure this opportunity, brands should
establish clear benefits and the necessity of the
pre-washing step to align with users' expectations,
as they seek justified value in their purchases, per
Mintel's 2024 BPC Trend, Sophisticated Simplicity.
Conversations about double cleansing often centre on
sunscreen removal, indicating an opportunity to target this
occasion
Social media data of "double cleansing" regarding
facial cleansing
Conversations on social media in Thailand about
"double cleansing" largely revolve around the use
of sunscreen. This highlights consumers'
awareness and interest in finding effective
solutions for thorough sunscreen removal. It also
suggests that many consider the double cleansing
technique as a viable solution for this purpose,
indicating an opportunity for brands to promote
double cleansing and repurpose makeup removers
to target sunscreen removal.
Source: Infegy Atlas/Mintel, (March 2021-24)
15

Moisturising is the most common beauty and skincare claim communicated in makeup remover in Thailand,
followed by brightening and mattifying claims. In the past five years, there has been a notable increase in
product launches promoting anti-acne benefits in makeup removers, indicating a broadening scope beyond
mere makeup removal.
Skin health-related benefits, such as anti-ageing and antioxidant, have also seen some innovation activity,
albeit limited. Their presence suggests a trend towards expanding the purpose of makeup removers, providing
brands with an opportunity to capitalise on this evolving market direction.
%
of
launches
Thailand: top ten beauty and skincare claims in makeup remover launches, 2019-24
Feb 2019-Jan 2020 Feb 2020-Jan 2021 Feb 2021-Jan 2022 Feb 2022-Jan 2023
Feb 2023-Jan 2024
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Makeup remover starts communicating claims around skincare
benefits
16

Brands are expanding the benefits of makeup removers with
enhanced formula
Makeup removers now offer skincare benefits to boost brand-switching and target non-makeup users
seeking effective cleansing for healthier skin.
Hydrate and reinforce skin's barrier
Keep skin acne-free and balanced with prebiotic
Prevent premature ageing
17

Skincare taking a new role in promoting emotional
wellbeing
PAMPERING RITUAL
%
of Thais strongly agree
that skincare is an
important part of self-
pampering
From self-pampering to self-care
Skincare is often viewed as an integral part of self-pampering. Among
Thai consumers, % of facial mask users rank 'feeling refreshed or
awake' among their top three reasons for using facial mask products.
This highlights the emotional motivation behind skincare routines.
As consumers emphasise mental wellness, this trend is expected to
gather momentum, merging with the broader concept of self-care and
holistic wellbeing. Consequently, skincare products, including facial
cleansers, will not only uphold skin health but also support emotional
wellbeing as part of a holistic approach to self-care.
Source: Dynata/Mintel, June 2021
Neurocosmetics and sensory experience emerge as assets for
emotional wellbeing
Sereko Clarifying Cleanser features
NeuroCalm(S), claimed to reduce stress and
restore skin health
The growing trend of consumers seeking
emotional wellbeing from their beauty and skincare
routine aligns with Mintel's 2024 BPC Trend
NeuroGlow. This trend highlights that as
consumers come to recognise and prioritise the
importance of the mind-body connection, brands
have opportunities to integrate stress-relief
techniques, innovate in products and rituals that
offer sensory experiences, and revise beauty
routines to enhance overall wellbeing.
Facial care brands can tap into this opportunity by
positioning the product as part of a relaxing ritual
to promote overall wellbeing, drawing on functional
neurocosmetic ingredients and sensory
experience.
18

The integration of emotional wellbeing into skincare is becoming evident in the BPC category, led by shower
products and bodycare categories. This trend lays the groundwork for more advanced concept such as
neurocosmetics.
Currently, facial cleansers have not been particularly active in this space, with only % of NPDs communicating
relaxation or mood-lifting benefits. However, as consumer interest in the mind-body connection grows, brands
have an opportunity to incorporate these concepts into facial care products to distinguish themselves in the
market and resonate more deeply with consumers.
%
of
launches
Thailand: penetration of claims related to relaxation and mood-lifting benefits in BPC launches, by sub-
category, 2019-24
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Shower products and bodycare lead in mood-enhancing
innovation
19

Innovative formats like balm and mousse are trending in APAC,
giving brands an opportunity to diversify their offerings
Facial cleansers in gel, oil, balm and mousse formats are growing in APAC while traditional water and
scrub formats have seen a decline. In Thailand, innovation primarily revolves around conventional formats
like water, gel and foam, suggesting untapped potential for novel formats.
%
of
launches
APAC: top facial care launches by product format and texture, 2019-24
Feb 2023-Jan 2024
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%
of
launches
Thailand: top facial cleanser launches by format and texture, 2019-24
Feb 2023-Jan 2024
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Source: Mintel GNPD, February 2019-January 2024 (APAC, Thailand)
20

In addition to skin-soothing ingredients, the sensory experience also plays a major role in enabling brands to
convey emotional wellness through their products.
With this lens, there exists an opportunity for texture innovation within facial cleansers introduced in Thailand.
Currently, the primary focus of launch activities in the market centre around gel and water formats. However,
products promoting relaxation or mood-lifting benefits across the APAC region come in oil, gel, cream or balm
formats. Brands can take cues from these formats to enhance the relaxing qualities of their facial care products.
%
of
launches
APAC: top facial cleanser launches carrying claims related to relaxation and mood benefits, by format and
texture, 2021-24
O
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Facial cleansers can expand to broader formats to elevate
sensory experience
21

Scent serves as a key attribute for evoking mood and sensory experiences in beauty products. However, when
it comes to scent innovation, facial cleansers in Thailand appear to underutilise fragrance elements, particularly
within the area of aromatherapy and mood enhancement.
This highlights a clear gap for facial cleanser brands to explore, as scent can deliver emotional benefits in order
to expand brands' market reach to consumers seeking a more holistic approach to self-care.
%
of
launches
Selected markets: top facial cleanser launches, by fragrance component group, APAC vs Thailand, 2021-
24
NPDs with relaxing claim in APAC Total NPDs in APAC Total NPDs in Thailand
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Scents are underutilised in Thai facial care, highlighting room for
innovation
Source: Mintel GNPD, February 2021-January 2024 (APAC with relaxation claims, APAC, Thailand)
22

Rising necessity to shield and care for sensitive
skin
Pollution crisis has driven consumer interest in skin protection
and treating sensitive skin
Last year, Thailand approved a draft clean air act
in a bid to reduce the country's pollution
Elevated air pollution levels can worsen skin
problems. PM 2.5, for instance, can permeate the
body through skin, leading to a decrease in
antioxidants and a deterioration in skin immunity,
causing moisture loss and increasing sensitivity.
As explored in Mintel Trend Airpocalypse Now,
consumers are recognising the dangers of air
pollution and are looking for ways to protect
themselves. This is evidenced by % of Thai
consumers expressing interest in dermacosmetics
that offer anti-pollution benefits.
Growing awareness of air pollution is prompting
consumers to prioritise skin health and seek
protection, fuelling the interest in skincare products
that target pollution-induced skin issues and
sensitivity.
Source: Thai PBS
23

Sensitive skin protection is increasingly spotlighted in facial
cleanser product messaging
Bioderma Sensibio Micellar
Cleansing Oil features special
formula to protect and restore
sensitive skin
Garnier Micellar Cleansing
Water targets cleansing
against invisible pollution that
works for sensitive skin
Facial cleanser brands now
focus on combating pollution's
effects on skin, stressing the
significance of cleansing for
sensitive skin restoration.
They provide gentle yet
effective formulas with
targeted cleansing and skin-
strengthening ingredients.
This trend presents
opportunities for both
dermacosmetic and general
skincare brands, meeting the
rising demand for sensitive
skin solutions and overall skin
health enhancement.
Source: Instagram/bioderma_thailand_official; Instagram/garnierthailand
Gentleness is the leading topic of facial cleanser conversations
Social media topics on facial cleansers*
Conversations on social media
in Thailand about facial
cleansers largely centre around
the concept of "gentleness."
This finding reflects a change in
consumer preferences, moving
away from a focus on strong
cleansing effects towards
seeking gentler formulas that
cater to sensitive skin needs.
* search terms: facial cleanser, facial foam, โฟมล้างหน้า, เจลล้างหน้า
Source: Infegy Atlas/Mintel
24

There is a growing trend of facial cleansers launched with gentle
formula and sensitive skin claims
This trend reflects the category's response to the growing consumer awareness and demand for products
tailored to sensitive skin needs. To capitalise on this trend, brands can focus on formulating products that
soothe and reinforce sensitive skin.
%
of
launches
Thailand: top 10 claims in facial cleanser launches, excluding cleansing claim, 2019-24
Feb 2023-Jan 2024
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75
25

Rise of foaming dispensers launches hold promise for delivering
gentleness
Tube packaging, commonly chosen for gel and foam formats, continues to dominate the facial cleanser
category. Meanwhile, bottles with traditional pump dispensers, often used for gel and water formats, have seen
a slight increase over the years. Bottles with foaming dispensers, which create an airy foam texture, have seen
a significant rise.
It appears that brands are innovating in packaging features to enhance texture, which can be leveraged to
communicate and deliver gentleness.
%
of
launches
Thailand: packaging and dispenser type of facial cleanser launches, 2019-24
Tube Bottle with pump dispenser Bottle with foaming dispenser
0
10
20
30
40
50
60
Feb 2019-Jan 2020 Feb 2020-Jan 2021 Feb 2021-Jan 2022 Feb 2022-Jan 2023 Feb 2023-Jan…
26

Capitalise on the gentleness of airy foam texture
Brands are leveraging airy
foam textures to promote skin
gentleness. For instance,
Galderma Benzac cleanser
highlights its foamy molecules
enriched with natural extracts
for gentle skin cleansing.
Similarly, BSC Honei V is
calling out its effective
foaming pump that delivers
dense and soft foam to the
skin.
Beyond product formulation,
facial cleanser brands can
respond to the demand for
gentle skin cleansing by
embracing texture innovation.
Galderma Benzac Purifying
Foam Cleanser
BSC Honei V Smooth & Soft
Facial Bubble Foam
27

WHAT CONSUMERS WANT AND WHY
28

What you need to know
Reposition makeup remover as a pre-wash
To enhance the penetration of makeup removers, brands can reposition them as pre-wash products and
promote them as the initial step of the cleansing routine. To increase the appeal of this new step, brands
should emphasise skincare benefits and deep cleansing efficacy as the primary value propositions.
Upgrade facial cleanser with wellness elements
Brands can turn the innovation gap in sensory features of facial cleansers into a premiumisation
opportunity by integrating wellness benefits. Achieve this through mood-lifting scents and textures.
Brand can also innovate in neurocosmetic ingredients to enhance the mind-body connection in facial
cleansers.
Deliver gentle yet deep-cleansing formulas
With rising sensitivity concerns, brands can offer upgraded facial cleanser solution that offer gentleness
without compromising cleansing capability. Addressing both demands, brands should focus on fine-
molecule textures, formulas that deliver a comforting post-wash sensation, along with skin barrier-
enhancing benefits.
29

Reposition makeup remover as a pre-wash to
increase penetration
Limited penetration of makeup remover suggests there is room
for growth
Thailand: facial cleansing products usage in the past three months, among colour cosmetic and facial
sunscreen users, % of consumers, 2023
30

The adoption of makeup remover remains relatively low compared to regular facial cleanser, even among
makeup wearers. Surprisingly, only half of colour cosmetic users include makeup remover in their beauty
routine.
A similar pattern is seen among sunscreen users with only % of them using makeup remover. This is
intriguing considering that one third of facial sunscreen users strongly agree that the removal of sunscreen
requires special cleansers in addition to regular facial cleansing products, but only half of these consumers
actually use makeup remover.
This discrepancy between makeup and sunscreen users who skip makeup remover highlights an opportunity for
brand to drive growth and usage of the makeup remover segment.
%
of
consumers
Thailand: facial cleansing product usage in the past three months among colour cosmetic and facial
sunscreen users, 2023
Facial cleanser (eg facial foam) Makeup remover (eg micellar water cleanser)
Total Colour cosmetic users Facial sunscreen users
31

Brands can increase makeup remover
adoption by targeting consumers seeking
sunscreen cleansers
To increase the penetration of makeup removers, brands can target non-
users who show strong interest in special cleansing products to
effectively remove sunscreen. This consumer group will be called
"Prospective Pre-Wash Users"; they account for % of total
consumers.
• % are male consumers with % falling in the 18-34 age group,
overindexed by 140.
• % live in urban areas (vs % of the total).
• % have a monthly household income of less than THB20,000 (vs %
of the total).
• % describe their facial skin as sensitive (vs % of the total).
32

Compared to the non-prospective group, Prospective Pre-Wash Users tend to have a larger repertoire of facial
skincare products. They show significantly higher usage of facial masks, facial treatments and scrubs.
Given their higher engagement with beauty routines, as seen by their extensive skincare usage, there is room
for introducing the pre-cleansing step to promote effective cleansing among Prospective Pre-Wash Users.
%
of
consumers
Thailand: usage of beauty products in the past three months, by attitudes towards beauty and makeup
remover usage, 2023
Prospective Pre-Wash Users Non-Prospective Consumers
Facial sunscreen Facial cleanser
(eg facial foam)
Facial
moisturiser (eg
facial cream,
facial serum)
Facial mask Facial treatments
(eg dark spot
removal
products)
Facial scrubs
0
20
40
60
Strong beauty engagement suggests an opportunity to introduce
pre-cleansing step
Base: 2,000 internet users aged 18+ (336 of whom are Prospective Pre-Wash Users)
33

% of Prospective Pre-Wash Users said they have used facial scrub more frequently in the last six months,
significantly higher than makeup remover users. This suggests that their strong interest and need for thorough
facial cleansing. However, makeup remover is not their top of mind product.
Considering that % of prospect pre-wash users have sensitive skin, makeup remover would be more suitable
and beneficial for their skincare needs.
%
of
consumers
Thailand: changes in the usage of facial scrub in the last six months, by attitudes towards beauty and
makeup remover usage, 2023
Prospective Pre-Wash Users Makeup remover users
Used more frequently No changes Used less frequently I haven't used this in the
last six months
0
10
20
30
40
50
Prospect users use facial scrub more frequently, but this may not
be suitable for their sensitive skin
34

When compared to makeup remover users, Prospective Pre-Wash Users have significantly lower makeup
usage. They also tend to be lighter makeup users with only 3% wearing full makeup* versus 29% among
makeup remover users.
Thus, they may find that makeup remover, with its primary message focused on removing makeup, does not
address their everyday skin cleansing needs. This suggests the necessity to reposition makeup remover to
enhance its appeal and relevance to this target group.
%
of
consumers
Thailand: usage of makeup products in the past three months, by attitudes towards beauty and makeup
remover usage, 2023
Prospective Pre-Wash Users Makeup remover users
Lip makeup Eye makeup (eg eye
shadow, eyeliner)
Base makeup
products (eg
foundation, primer)
Blush-on Wear full make up
0
10
20
30
40
50
60
The makeup removal message is unlikely to resonate with these
consumers
* full makeup includes base makeup, blush-on and eye makeup
35

% of Prospective Pre-Wash Users strongly agree that facial skin issues are caused by inadequate skin
cleansing. This indicates a demand for tailored cleansing products that target skin impurities beyond
makeup residue.
To address this gap, brands can refine the role of makeup remover. Rather than solely framing it as a makeup
removal solution, consider positioning it as a versatile pre-wash product that aligns with the habits of these
consumers. Pre-wash positioning will allow brands to address a spectrum of concerns, including
impurities, pollution, light makeup and sunscreen residue. It is crucial to emphasise the link between
enhanced skin cleansing and overall skin health to meet the desire for healthy skin.
%
of
consumers
Thailand: consumers who strongly agree with select statements, by attitudes towards beauty and makeup
remover usage, 2023
Prospective Pre-Wash Users Non-Prospective Consumers
well-enough
Healthy skin is the most desirable condition I would like
to achieve
0
20
40
60
80
Makeup remover needs repositioning to target broader skin
impurities
36

Establish pre-wash step for Prospective Pre-Wash Users
Dermatologica Micellar
Prebiotic PreCleanse
Karuna Boost Prickly Pear +
Mulberry Cleansing Oil
Brands should consider
introducing a new facial
cleansing step without
explicitly labelling and
positioning it as a makeup
remover, as most Thais
understand that it is
exclusively for makeup
wearers.
This approach is adopted by
Dermalogica, which markets
its micellar cleanser as a
pre-cleanse product
targeting dirt, excess oil,
sunscreen and makeup
while helping to balance the
skin's microbiome. Similar
positioning is adopted by
Karuna Cleansing Oil.
Consumers are willing to pay a premium for products that offer
skincare and deep cleansing benefits
Thailand: TURF analysis – features of facial
cleanser products Prospective Pre-Wash Users
are willing to pay more for, 2023
Skincare benefits plays a critical role in influencing
the upgrade decision of Prospective Pre-Wash
Users. On top of that, deep cleansing ability and
benefits specific to skin rejuvenation add an
incremental reach of 17% and 7%, respectively.
Together, these factors cater to the preferences of
up to 89% of this consumer group.
This demonstrates that prospect users highly
value skincare benefits while also prioritising
deep cleansing efficacy. To ensure uptake of
pre-wash products, brands should consider
incorporating both attributes in the value
proposition of their offering.
Base: 336 internet users aged 18+ who haven't used makeup remover in the past three months and show
strong interest in special cleansing products to remove sunscreen
37

Consumers are willing to pay a premium for products that offer
skincare and deep cleansing benefits.
Thailand: TURF analysis – features of facial cleanser products pre-wash users are willing to pay more for,
2023
Promote pre-wash as the essential first step for thorough skin
cleansing
Porcelain Skin Pre-Cleansing Milk
Porcelain Skin advocates for double cleansing as
part of a nightly routine, highlighting its role in
achieving healthier skin through deep
cleansing. The brand specifically calls out that
even without daily makeup, double cleansing is
essential as the initial cleanse removes
environmental pollutants accumulated throughout
the day.
Its Pre-Cleansing Milk formula is designed to
loosen impurities and remove SPF, and is
enriched with Calendula Flower Extract to promote
skin healing and repair. Additionally, Horse
Chestnut Bark strengthens the skin's barrier,
helping to prevent early signs of ageing.
38

Highlight the added value of pre-wash products with skin-
nourishing benefits
To increase the appeal of pre-
wash products, brands can
consider developing
formulations that serve as
both a pre-wash cleanser and
a facial mask. This approach,
which goes beyond just
adding skincare ingredients,
will strengthen the product's
position in promoting skin
rejuvenation.
Take Elemis Pro-Collagen
Cleansing Balm, for instance.
The product features a
formula that effortlessly
removes long-wear makeup,
daily grime and surface
pollutants. It is enriched with a
trio of nourishing plant oils
and serves as a nourishing
facial mask.
Elemis Pro-Collagen
Cleansing Balm provides
deep cleansing
The cleanser also serves as a
nourishing facial mask
39

Upgrade facial cleanser with wellness elements,
delivering through sensory benefits
INTEREST IN
SCENTED FACIAL
CLEANSERS
%
of facial cleanser users
agree that there should
be more variety of
fragrance and scents
in facial cleanser
products
Facial cleanser users want greater variety
and innovation in scents
While the formulation of facial cleansing products traditionally
emphasises skincare benefits and cleansing efficacy, there has been a
growing interest in emotionally appealing elements in beauty products.
Skincare routines, seen in categories like face masks and bodycare, are
increasingly viewed as opportunities for self-care and comfort, reflecting
a growing trend towards pampering oneself.
This trend is evident in the facial cleansing category as well, with % of
facial cleanser users expressing interest in a larger variety of fragrance
and scents in facial cleanser products, including % who strongly agree
with the statement. This highlights a demand for fragrance and scent
innovation in facial cleansers, an area that is currently lacking.
Demographic profile of Fragrance
Enthusiasts
To uncover opportunities in this domain, brands can examine the unmet
needs and preferences of "Fragrance Enthusiasts". This consumer
segment consists of individuals who strongly express interest in a larger
variety of fragrance and scents in facial cleanser products.
• % are young men aged between 18-34, overindexed at 130.
• % live in urban areas (vs % of all facial cleanser users).
• % belong to middle to high income groups, with monthly household
income exceeding THB50,000 (vs % all facial cleanser users).
• % are financially healthy and overindexed at 127.
40

% of Fragrance Enthusiasts view the facial cleansing step as a moment of self-care and relaxation,
significantly higher than those not interested in fragrance features. This finding indicates an opportunity for
brands to promote facial cleansing products' soothing and calming aspects.
Furthermore, the interest in scent features may be attributed to their perception that fragrance enhances
relaxation during their cleansing routine.
%
of
consumers
Thailand: consumers who strongly agree with select attitude statement, 2023
Fragrance Enthusiasts Non-Fragrance Enthusiasts
The facial cleansing step would bring the utmost relaxation to my beauty routine
0
20
40
60
80
Fragrance Enthusiasts view the facial cleansing step as a
moment of relaxation
41

Fragrance Enthusiasts are willing to upgrade for features around
wellness
Thailand: facial cleanser product features willing to pay more for, by interest in fragrance features, % of
consumers, 2023
42

A significant portion of Fragrance Enthusiasts are inclined to invest in scent features associated with wellness,
such as aromatherapy, as well as other features that promote holistic skin health, such as boosting blood
circulation.
This suggests a great opportunity in sensory innovations such as:
• Mood-lifting scents
• Neurocosmetic ingredients, which induce sensations on the skin that are transmitted to the nervous system,
leading to a soothing or stimulating effect.
It is important to note that while Fragrance Enthusiasts value scent, their top priority remains gentle formulas.
Therefore, any added scent or fragrance should be gentle, non-irritating or made with natural ingredients.
%
of
consumers
Thailand: facial cleanser product features willing to pay more for, by interest in fragrance features, 2023
Fragrance Enthusiasts Non-Fragrance Enthusiasts
Has aromatherapy benefits (eg
lavender scent for promoting sleep)
Can boost blood circulation in facial
skin
Has premium-fragrance-like scents
0
10
20
30
40
50
43

Tánvi Supreme Face Wash
Bring wellness to facial cleansers with the
power of aromatherapy scents
Brands can set themselves apart by offering aromatherapy or mind-
stimulating scents to help consumers de-stress during their cleansing
routine. The Japanese shinrin-yoku concept, which centres around the
relaxing scents of wood, is a compelling approach that aligns with this
trend. Research has shown that shinrin-yoku and phytoncides (olfaction-
related elements of the forest environment) can reduce stress hormones
such as adrenaline, noradrenaline and cortisol.
Building on this concept, Tánvi Supreme Face Wash offers a precisely
calculated aroma designed to trigger emotion and evoke positive
feelings. The product incorporates aromatic ingredients reminiscent of
lush forests such as cedar, moss and hinoki that create an immersive
experience for users.
The DR Docteur Renaud
Intensive Soothing Micellar
Gel
Explore the use of neurocosmetics to
enhance the mind-body connection
As covered in Mintel's 2024 BPC Trend NeuroGlow, brands can explore
wellness through neurocosmetic ingredients, which stimulate skin
sensations to promote mental wellness by inducing relaxation and
soothing effects, while simultaneously enhancing skin health.
Aligning with this emerging trend, DR Docteur Renaud Intensive
Soothing Micellar Gel is formulated with patented Neuro-Phyto-
Oxygening Complex. This innovative active ingredient is said to stimulate
the synthesis of dopamine and boosts cellular oxygenation, resulting in
soothed, smooth and luminous skin. Operating on a cellular level, it
induces a calming sensation on the skin and emotions alike.
44

Tap into the mind-body connection in facial cleansers
Explore the mind-body connection in facial cleansers using innovations from the broader beauty category.
Adaptogen revival
Blocks the stress hormone
.
Topical and oral nutrition for skin/mental health
Source: Instagram/lycopure_official
45

The ambiguous perception of the balm format presents an
opportunity to redefine its image
Thailand: correspondence analysis – facial
cleansing product formats and sensory/skin feel
associations, 2023
For Fragrance Enthusiasts, gel is highly
associated with relaxing. However, balm, which is
gaining popularity in the facial cleanser category
across APAC markets, still lacks a clear
perception, with its association divided between
nourishing and relaxing. This gap leaves room for
brands to shape a stronger perception of balms,
such as establishing it as a format that promotes
relaxation.
Brands can combine texture innovation with scents
to effectively promote a sense of relaxation and
create a more engaging cleansing experience.
Base: 352 internet users aged 18+ who have used facial cleansing products in the past three months and
show strong interest in fragrance variety in facial cleanser products
The product is marketed
with the tagline: "Melt the
day away with this calming
cleansing balm"
Offer a multi-sensory cleansing experience
to promote relaxation and wellness
Emphasise the link between the senses and wellbeing by leveraging
scent and texture as key stimuli. Bad Habit Acaí Nightly Cleansing Balm
is a great example of taking this approach to facial cleansing. The
product features a multi-sensory formula that transforms into a silky,
soothing oil when massaged onto the skin – a process that also
dissolves stubborn makeup, sunscreen and impurities, leaving skin
feeling soft and thoroughly cleansed. It is infused with lavender essential
oil said to calm the mind for sweet dreams.
46

Position facial cleansing step as a relaxing
ritual, promoting both mental and skin
wellness
% of consumers strongly agree that the facial cleansing step would
bring utmost relaxation to their beauty routine. Brands have an
opportunity to elevate the positioning of facial cleansing to a soothing
ritual through sensory appeals or multifunctionality, such as cleansers
that double as facial masks.
This Works Deep Sleep Overnight Cleanser features a blend of
exfoliating amino acids, moisturising hyaluronic acid and Copper PCA to
help balance the skin. Marketed as a gentle but effective nightly
treatment, it is infused with the Deep Sleep functional fragrance to
help calm the mind. The product is promoted as a nightly ritual that
cleanses, restores and de-stresses overnight, leaving the skin smooth
and refreshed for the day ahead.
https://clients.mintel.com/content/report/facial-cleanser-thai-consumer-2024/60
Source: YouTube/thisworks
47

Premiumise facial cleansers with gentle yet deep-
cleansing formula
% of consumers describe their facial skin as sensitive; % also strongly agree that facial cleansing products
with strong cleansing effects would lead to skin issues. This sentiment rises to 41% among consumers who
have sensitive facial skin.
Given the substantial number of consumers experiencing sensitive skin conditions and their concerns about the
harshness of available facial cleanser options, brands have an opportunity to meet this demand by developing
formulas tailored to sensitive skin needs. These targeted solutions will allow brands to premiumise their offering
while also maintaining market share and competitiveness, especially with the growing popularity of
dermacosmetic skincare.
%
of
consumers
Thailand: consumers who strongly agree with select statement, by facial skin conditions, 2023
Consumers with sensitive skin Total
0
10
20
30
40
50
Skin sensitivity concerns and a preference for milder cleansers
create opportunities for gentle formulas
48

Demographic profile of Gentle Cleansing
Seekers
Gentle Cleansing Seekers are consumers who describe their facial skin
as sensitive and strongly agree that facial cleansing products with strong
cleansing effects would lead to skin issues. This segment represents
% of total consumers consisting of individuals with sensitive skin who
are discerning when it comes to selecting facial cleansers.
• % are women aged 18-44, overindexed at 129.
• % live in urban areas, overindexed at 120.
• % hold undergraduate degrees (vs 48% of the total).
• % describe their financial situation as healthy (vs 21% of the total).
Gentle Cleansing Seekers want thorough cleansing but are wary
of product harshness
Thailand: consumers who strongly agree with the following statement, by skin sensitivity and attitudes
towards facial cleansers, % of consumers, 2023
49

Gentle Cleansing Seekers are concerned about the harshness of the facial cleansing products available in the
market. However, they also prioritise thorough skin cleansing with 70% strongly agreeing that facial skin issues
can be prevented by thorough cleansing.
This highlights a clear gap in the market for facial cleansers with gentle formulas catered to sensitive skin while
still delivering effective cleansing results.
%
of
consumers
Thailand: consumers who strongly agree with select statements, by skin sensitivity and attitudes towards
Gentle Cleansing Seekers Total
well-enough
Facial cleansers in the market are too harsh to facial
skin
0
20
40
60
80
50

When choosing facial cleanser products, Gentle Cleansing Seekers prioritise product formulas specially
designed for sensitive skin and prefer gentle formulations. They also pay close attention to skincare ingredients,
a factor more significant for them than the average consumers.
It is likely that Gentle Cleansing Seekers seek facial cleansers that help improve their sensitive skin condition,
leading to higher interest in skincare ingredients. In light of this, brands should include skincare ingredients
known for their soothing and healing properties to communicate the formula's suitability for sensitive skin. 56%
of them are using skincare products with ceramide and will continue using it as ceramide works like a building
block to support the skin barrier.
%
of
consumers
Thailand: features considered as the most important factors when purchasing facial cleanser products,
by skin sensitivity and attitudes towards facial cleansers, 2023
Gentle Cleansing Seekers Total
Suitable for sensitive skin Gentle formula Skincare ingredients (eg hyaluronic,
niacinamide)
0
10
20
30
40
50
60
Gentle formula with skin-nourishing ingredients is prioritised
51

Although Gentle Cleansing Seekers express concerns about the potential harshness of facial cleansing on their
sensitive skin, only % of them opt for dermacosmetic facial cleansers. This relatively low adoption rate may
stem from the perception that cleansers are considered more generic skincare items compared to products like
sunscreen or serums, which derma brands have higher penetration in the market.
This presents an opportunity for non-dermacosmetic facial cleanser brands to cater to the demand for gentle yet
effective facial skin cleansing products.
%
of
consumers
Thailand: dermacosmetic skincare usage, by Gentle Cleansing Seekers, 2023
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0
20
40
60
80
The low uptake of dermacosmetic facial cleansers signals
opportunity for non-derma brands
Base: 428 of internet users aged 18+ who have sensitive facial skin and strongly agree that facial
cleansing products with strong cleansing effects would lead to skin issues
52

Airy foam is strongly associated with gentleness and effective
cleansing
Thailand: correspondence analysis – facial
cleansing product formats and sensory/skin feels
associations, 2023
Brands can increase the gentleness of facial
cleansing products by focusing on product format
and texture. Airy foam textures, in particular, are
widely perceived as gentle and effective cleansers.
This association is even more pronounced among
Gentle Cleansing Seekers.
This format presents an opportunity for brands to
target sensitive skin consumers who prioritise
product mildness while also seeking effective
cleansing. To further innovate in this space,
brands can enhance the texture with technology
that improves deep cleansing while incorporating
skin-soothing ingredients for greater gentleness.
Skintific Amino Acid Ultra-
Gentle Cleansing Mousse
Innovate with fine molecule texture offering
both deep cleansing and skin gentleness
Brands can create airy foam textures comprising fine particles for deep
cleansing while minimising skin friction. Skintific Amino Acid Ultra-Gentle
Cleansing Mousse offers an airy, silky foam texture. The brand highlights
its ultra gentle formulation featuring special nano-cleansing molecules
that effectively remove all traces of dirt, oil, makeup and pollutants
without stripping the skin.
Innovative textures that guarantee deep cleansing can be combined
with ingredients that soothe and restore sensitive skin, providing
additional assurance to consumers seeking products to enhance their
skin health. Skintific addresses this demand with a formula enriched with
5x ceramide and Probiotic Complex that draws in moisture while
promoting cellular repair and balancing the skin's microbiome.
53

The post-wash sensation is another aspect for which cautious Gentle Cleansing Seekers are willing to pay a
premium. A bouncy skin sensation suggests that the products aren't overly harsh and don't strip away
excessive moisture, thus maintaining balance.
Brands can incorporate hydrating ingredients or polymers that moisturise the skin and provide a soft, bouncy
sensation. Brands can also focus on formats that deeply cleanse the skin surface while retaining hydration
without stripping the skin, ensuring a comfortable post-wash sensation.
%
of
consumers
Thailand: facial cleanser product features willing to pay more for, by skin sensitivity and attitudes towards
Gentle Cleansing Seekers Non-Gentle Cleansing Seekers
Provides bouncing skin feel after wash
0
10
20
30
40
50
Consumers will pay extra for the post-wash sensation, viewing it
as a sign of gentleness
54

Truly Glass Skin Cleansing
Balm
Develop formulation to promote comfort
and satisfying after-wash sensation
Brands can innovate the cleansing balm format, which is more
moisturising and suitable for sensitive skin compared to common formats
such as gel and foam.
For instance, Glass Skin Cleansing Balm is a 2-in-1 cleanser and
makeup remover balm targeting enlarged pores and blackheads. It
formulated to lift dirt, oil and makeup from deep within the pores for a
clear, translucent complexion.
This promise is delivered by the inclusion of jojoba oil, which deeply
nurtures and smoothens the skin for a glowing complexion. Additionally,
Niacinamide enhances skin hydration, boosts collagen production and
alleviates inflammation, resulting in a smooth and dewy complexion.
Klapp Sensitive Skin
Perfection PHA Toner
Promote cleansing toner as part of cleansing
step
To achieve deep and effective skin cleansing while providing a gentle
and comforting sensation on the skin, brands can promote the use of a
cleansing toner as part of the cleansing step. This step can help clean
the remaining impurities while conditioning the skin for a more comforting
sensation.
Triple Action Sensitive Skin Perfection PHA Toner is marketed as an
innovative formulation designed to deliver a pore-deep clean skin feeling
with gentle freshness and soothing for sensitive skin. It is said to
moisturise, refine and restore the functional balance of the skin,
supporting the skin's natural renewal process with PHA and Beta glucan.
55

Improve skin health and texture with barrier-enhancing
ingredients for lasting benefits
To achieve long-term
improvement in skin texture
and overall health for sensitive
skin, brands can innovate in
cleansing formulations aimed
at enhancing the skin barrier.
Skinfix leads in this area with
its Barrier+ facial cleanser,
featuring a patented Triple
Lipid Complex™ Technology.
This unique formulation
restores ceramide and fatty
acid levels, improving the skin
barrier. As a coconut-derived
cleanser, it effectively
removes dirt and makeup
without compromising the
skin's natural lipids.
Skinifix Barrier+ Foaming Oil
Cleanser
Triple Lipid Complex™ Tech
said to restore skin barrier
56

APPENDIX
57

Report definition
This Report covers facial cleanser products which refers to both general facial cleansing products that do
not primarily aim to remove makeup and makeup remover products.
Other definitions
PM 2.5 Particulate matter in the air with a diameter of less than 2.5 microns
Self-pampering
Refers to the act of indulging oneself with treatments or activities that are relaxing, comforting, and
considered a treat.
Self-care
Refer to a holistic practice that includes physical, emotional, and mental health, with the goal of
improving overall wellbeing.
Consumer research methodology
This is marketing intelligence published by Mintel. The exclusively commissioned consumer research was
conducted online by Dynata among 2,000 internet users aged 18+. Mintel was responsible for the survey
design, data analysis and reporting.
Fieldwork was conducted in December 2023. In our quota sampling approach, we use quotas on age,
gender and region.
Age and gender are collected in equal proportions to allow for ease of comparison while also providing a
robust sample size for analysis across key demographic target groups. Region quotas are set to achieve a
close reflection of the natural population spread across five broad regions (North, Northeast, South,
Central and Bangkok).
Respondents to Mintel's online survey had the option of using a computer or mobile device to answer the
survey in the local Thai language. Consumers who were not online are not included in the survey results.
TURF analysis
TURF (Total Unduplicated Reach & Frequency) analysis identifies the mix of features, attributes, or
messages that will attract the largest number of unique respondents. It is typically used when the number
of features or attributes must be or should be limited, but the goal is still to reach the widest possible
audience. By identifying the Total Unduplicated Reach, it is possible to maximise the number of people
who find one or more of their preferred features or attributes in the product line.
The resulting output from TURF is additive, with each additional feature increasing total reach. The chart is
read from left to right, with each arrow indicating the incremental change in total reach when adding a new
feature. The final bar represents the maximum reach of the total population when all the shown features
are offered.
58

Correspondence analysis
Correspondence analysis is best used for analysing large grids that are difficult to interpret (e.g., 5+ rows
with 3+ columns). It is generally used to display information in a complex crosstab (e.g., attitudes related to
a certain product or attributes consumers associate with a brand) in a joint space that is easy to
understand by simply interpreting proximities. This analysis is ideal for analysing associations with certain
products or brands.
Instead of analysing significant differences for each individual item, the analysis runs significance tests in
the background so that the results shown in the correspondence map can be interpreted visually. The
significance of the relationship between variables is measured using the Chi-square test.
Social data research methodology
To complement its exclusive consumer research, Mintel tracks social media data for inclusion in select
Reports. Using Infegy's Atlas software, Mintel analyses online conversations across a range of social
platforms including Twitter, consumer forums and the wider web. Atlas provides rich consumer insight via
the analysis of commentary posted publicly on the internet. The system performs comprehensive and
broad collection of data from millions of internet sources, working to ensure a faithful and extensive
sampling of feedback from the widest range of individuals. The dataset contains commentary posted in real
time, as well as a substantial archive dating back to 2007.
Meet the expert
Chayapat Ratchatawipasanan
Principal Analyst
Chayapat is based in Bangkok and provides insights to Thai beauty and
personal care market. He has over 8 years of experience as regional skin
care R&D and insights manager specialises in sunscreen formulation and
innovation research at the leading Japanese cosmetics company.
Read more by this expert | Get in touch
59

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Thai licensed market
survey agent (see Research Methodology Asia-
Pacific for more information).
Terms and Conditions of use
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to Mintel‘s standard terms and conditions, which are
available at http://www.mintel.com/terms
If you have any questions regarding usage of this
document please contact your account manager or
call your local helpdesk.
Published by Mintel Group Ltd
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