Aside from product performance, consumers are expecting brands to deliver on emotional values such as entertainment or empowerment.
Sirinar Puppachat, Beauty & Personal Care Analyst
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Graph 1: makeup brand loyalty, 2023*
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KEY TRENDS
- The Thai colour cosmetics category is hyper-engaging, but it is losing consumer loyalty
- Graph 2: makeup brand loyalty, 2023*
- Graph 3: consumers who are likely to shop online more in the next six months compared to the last six months, by product category, 2023
- Hybrid skincare/makeup products continue to trend as part of the pandemic's legacy
- Graph 4: colour cosmetics market value, 2019-27
- Graph 5: launches in colour cosmetics that mention 'skincare', 2018-23
- Graph 6: launches in colour cosmetics with skincare claims by sub-category, 2018-23
- Beauty brands are empowering consumers
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WHAT CONSUMERS WANT AND WHY
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Gen z
- Graph 7: consumers that use lip makeup more than once a day, Gen Z vs all consumers, 2023
- Graph 8: launches in lip makeup by formats and texture, 2018-23
- Graph 9: tinted moisturiser usage, 2023
- Graph 10: consumers using select makeup products once a week or less, 2023
- Graph 11: types of beauty content engagement, all Gen Zers vs Gen Zers engaged with three types of content, 2023
- Graph 12: consumers who view Western celebrities as a source of beauty influence, all vs Gen Z, 2023
- Graph 13: platforms on which consumers spend six hours or more engaging with beauty content daily, 2023
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millennials
- Graph 14: makeup usage behaviours, 2023
- Graph 15: beauty activity, 2023
- Graph 16: beauty content consumption, by platform, 2023
- Graph 17: beauty influence, 2023
- Graph 18: online beauty activities, 2023
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Gen X
- Graph 19: type of beauty content consumed, 2023
- Graph 20: online platform usage for beauty content, 2023
- Graph 21: colour cosmetics purchase decision factors, 2023
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APPENDIX
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