This report looks at the following areas:
- The trends impacting beauty shopping in Thailand
- The online and offline shopping channel landscape
- Consumers’ behaviours when purchasing beauty products
- Consumers’ purchase decision journey and consideration factors
- Thai consumer perceptions of major beauty retailers
Win Thai shoppers by merging AI-driven personalisation with experiential retail. Streamlining product discovery and providing essential insights will empower shoppers to make faster, more informed purchasing decisions.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
Market Definitions
This Report offers an in-depth analysis of consumer trends and behaviours shaping the beauty shopper journey in Thailand. It examines the impact of omnichannel retail, AI-driven personalisation, and the blending of physical and digital experiences within the Thai beauty market. The aim is to empower stakeholders with actionable insights to adapt strategies, enhance engagement, and anticipate emerging opportunities.
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Beauty remains Thailand’s top discretionary spend
- Graph 1: additional discretionary spending priorities for beauty products, total APAC vs Thailand, 2019-25
- Thailand’s beauty retail landscape is driven by shoppers’ missions rather than loyalty
- Graph 2: consumers’ awareness of health and beauty stores, 2025
- AI is revolutionising consumer shopping, shifting the journey from self-driven research to AI-powered assistance
- Offer tools for personalised product selection
- Gen Zers lean towards AI assisted shopping journeys
- Graph 3: consumers’ behaviours regarding beauty product selection, by generation, 2025
- T-Beauty is digitalising its narrative to prepare for the growing Gen Zalphas demographic
- Brands are focusing on improving consumer experiences while staying results-driven
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SEAMLESSLY INTEGRATE BEAUTY CHANNELS THROUGHOUT THE SHOPPING JOURNEY
- Consumers do not stick to a single store for their entire beauty routine
- Graph 4: beauty products purchasing channels, by category, 2025
- Thai consumers shop beauty by category
- Now: establish an omnichannel presence to connect at every stage of the consumer journey
- Now: offer hybrid offline and online activities to increase engagement
- Now: create memorable offline experiences
- Watsons leads awareness and promotions, leaving experience as the key battleground
- Graph 5: consumers’ perceptions towards beauty retailers, 2025
- Now: promote the multisensory value of in-store environments
- Next: turn beauty stores into lifestyle and wellness destinations
- Next: online channels reveal an opportunity gap in the men’s beauty segment
- Graph 6: online beauty shopping channel use, by gender and age group, 2025
- Next: help men select beauty products online
- Next: integrate AI tools for a chance to quickly close the deal
- Next: personalise physical store shopping experiences with AI-assisted beauty advisors
- Future: combine beauty stores and services as omni-beauty studios
- Future: simplify and enhance a physical store’s personalisation with AI
- Future: humanise online shopping experiences
- Future: use facial recognition technology to provide a hyper-personalised shopping experience
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REVOLUTIONISE BEAUTY RETAIL WITH AI-POWERED INFLUENCERS AND HUMAN-LED CREATIVITY
- Thai beauty shoppers decide after research, not impulsively
- Graph 7: consumers’ behaviours when purchasing beauty products, 2025
- Now: provide tools for price comparison across channels to shorten decision-making processes
- Graph 8: consumers agree that they often compare prices across retailers before making a purchase, by generation, 2025
- Next: find a balance in leveraging virtual influencers
- Graph 9: consumers’ behaviours when purchasing beauty products, 2025
- Next: find a balance in leverage virtual influencers
- Next: target urban white-collar mothers with AI influencers
- Next: maximise AI’s role by driving awareness and educating on products
- Future: let AI and human creativity coexist
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ACCELERATE DECISIONS THROUGH SIMPLIFIED TRANSPARENCY
- Now: match skin issues with active ingredients to accelerate decision-making
- Graph 10: consumers behaviours towards beauty product purchasing, 2025
- Amplify skin concerns as unique selling points
- Now: include classic, well-known ingredients to address high-priority skin concerns
- Now: make on-pack communication the starting point for ingredient transparency
- Now: provide simple, brand-led guidance on personalised skincare
- Next: use AI to deliver product information beyond the label
- Next: turn beauty products into a beauty programme
- Next: collaborate with experts to deliver hyper-personalised solutions
- Next: help consumers do beauty research with ease
- Next: use AI to demystify ingredients
- Future: level up from ingredient transparency to clinical transparency
- Future: make individual biomarkers the new indicators of efficacy
- Key takeaways
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APPENDIX
- Report definition
- Generations
- Consumer research methodology
- Social data research methodology
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