This Report delves into the rising trend of non-invasive facial procedures in Thailand, primarily among Zillennials. These procedures, which include treatments like Botox, fillers, and laser therapies, are increasingly seen as an essential part of beauty routines.
As these procedures gain popularity, they are reshaping consumer expectations and demands within the skincare market. The accessibility of aesthetic clinics is improving, with clinics becoming as common as convenience stores in urban areas like Bangkok.
The Report further examines the perspectives and behaviours of different consumer segments, notably so-called Procedure Admirers. It offers actionable recommendations for product and communication strategies designed to align with these evolving consumer demands and market changes.
This report looks at the following areas:
- Consumer behaviour in performing non-invasive facial procedures
- Consumer attitudes towards non-invasive facial procedures
- Factors influencing consumer decisions when selecting one beauty clinic over another
- Shifting consumer demands in the skincare category
- Consumer interest in beauty products
Target Zillennials with advanced non-invasive facial procedures that deliver anti-ageing results, and align skincare with their needs for treatment.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
Market Definitions
This Report covers non-invasive facial procedures that employ injectable techniques like Botox, fillers, Sculptra, and Rejuran, alongside energy-based treatments such as lasers, radiofrequency, and ultrasound, and topical applications like chemical peels and microdermabrasion, to rejuvenate the face without the need for surgical incisions. These methods address concerns like wrinkles, volume loss, and skin texture, offering improvements with minimal to no downtime.
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- Report definition
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of non-invasive facial procedures in Thailand
- Non-invasive facial procedures are gaining traction, driving skincare launches with treatment-aligned claims
- Graph 1: share of skincare launches with ‘laser’ as a claim, by market, 2020-25
- Zillennial consumers are ready to embrace advanced procedures to delay ageing
- Graph 2: consumer agreement that it is acceptable to have non-invasive surgery to improve appearance, by generation, 2024
- Procedure Admirers seek skincare to prepare their skin for treatments
- Graph 3: attitudes towards beauty and non-invasive facial procedure, Procedure Admirers vs Non-Procedure Admirers, 2024
- Frequent non-invasive facial procedure customers are trying to reduce clinic visits
- Graph 4: beauty product features that consumers are interested in trying, 2024
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Non-invasive facial procedure are growing, especially among Zillennials seeking quicker, more-effective results
- Long-term growth expected for the global medical aesthetics market
- Aesthetic clinics in Thailand are booming, and are as easily accessible as convenience stores
- Non-invasive facial procedures with instant results remain highly sought-after
- Graph 5: searches for selected non-invasive facial procedures, 2023-25
- Over half of Thais have undergone non-invasive facial procedures
- Graph 6: non-invasive facial procedure customers vs non-customers, 2024
- An overview of the non-invasive facial procedures landscape
- Each non-invasive facial procedure group showcases varying degrees of appeal and potential for future market growth
- Zillennials are a prime target for medical aesthetic clinics
- Graph 7: consumer agreement that it is acceptable to have non-invasive surgery to improve appearance, 2024
- Most Zillennials have already tried basic, quick-fix non-invasive facial procedures…
- Graph 8: non-invasive facial procedures consumers have undergone and would like to continue in doing, 2024
- …and they are now ready to experiment with more-advanced solutions for their long-term beauty goals
- Graph 9: non-invasive facial procedures customers have not undergone but are interested in doing, by generation, 2024
- Zillennial consumers are embracing non-invasive facial procedures for early ageing prevention
- Promotions can drive advanced procedure adoption among Zillennials
- Graph 10: average monthly personal income, by generation, 2024
- Younger consumers view non-invasive facial procedures as an investment in themselves
- Graph 11: consumer agreement that getting non-invasive facial procedures is considered an investment in oneself, by generation, 2024
- Appeal to Zillennials by promoting anti-ageing procedures as a long-term investment, rather than only a quick solution
- Key highlights to capture Zillennials: effectiveness and technology
- Key highlights to engage Zillenials: social media and convenient solutions
- Engage non-invasive facial procedure customers with virtual consultations
- Non-invasive facial treatments redefine consumer expectations of skincare
- Facial skincare products designed for ‘lasered skin’ are gaining momentum across APAC
- Graph 12: skincare launches with a ‘laser’ claim, by market, 2020-25
- Olive Young arranges exclusive shelves for aesthetic treatment care products
- Skincare players in Thailand begin to tap into facial procedure claims
- The majority of Thais favour non-invasive facial procedures, challenging traditional skincare products
- Graph 13: consumer segments, Procedure Admirers vs Non-Procedure Admirers, 2024
- Procedure Admirers demographic profile
- Procedure Admirers will continue to enhance their appearance
- Graph 14: attitudes towards beauty and non-invasive facial procedures, Procedure Admirers vs Non-Procedure Admirers, 2024
- Skincare’s role pivots to pre- and post-procedure skin support
- Graph 15: attitudes towards beauty and non-invasive facial procedure, Procedure Admirers vs Non-Procedure Admirers, 2024
- Promise potent skin-barrier-strengthening benefits to Procedure Admirers
- Offer Procedure Admirers potent benefits for strengthening the skin barrier
- Offer a wide range of skin barrier protection products to Procedure Admirers
- Highlight skincare ingredients that provide intensive hydration
- Provide ceramide-enriched skincare products to maintain a healthy skin barrier
- Offer skin moisture retention and strengthen the skin’s natural barrier
- Look for ingredients that regulate gene expression to improve barrier function
- Expand makeup benefits to work alongside facial procedures
- Maintain relevance by incorporatinge anti-ageing ingredients in makeup products
- Offer a complete solution for pre- and post-facial procedure skin
- Frequent non-invasive facial procedure customers look for skincare solutions that minimise clinic visits
- Skincare brands are expanding into injectable treatments, opening up new audiences with cross-category innovation
- Dermacosmetics have shifted positioning from dermatologist-approved to cosmetic-surgeon-recommended
- Thai consumers undergo non-invasive facial procedures up to three times a year
- Graph 16: frequency of non-invasive facial procedures undergone, by non-invasive procedure customers, 2024
- Frequent customers opt for procedures after striving to achieve their beauty goals with skincare products
- Graph 17: consumer agreement that non-invasive facial procedures should be the last resort after trying other solutions, by customers with varying frequencies of undergoing procedures, 2024
- Maximise the impact of procedure results and speed up skin recovery to target frequent customers of non-invasive procedures
- Graph 18: beauty product features that consumers are interested in trying, 2024
- Collaborate with beauty clinics to exemplify the importance of skincare usage
- Highlight how pre-procedure skincare enhances recovery: reducing post-procedure risk and speeding up the healing process
- Mimic the effects of cosmetic procedures
- Reposition skincare products for post-procedure result extension
- Leverage PDRN in skincare products aiming to aid the procedure results
- Use spicules as an efficacy booster
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APPENDIX
- Consumer research methodology
- TURF analysis
- Glossary
- Social data research methodology
- Generations
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