Thailand's deodorant and scented products market is undergoing a significant shift, with younger male consumers – influenced by cultural icons – increasingly adopting underarm hair removal, thereby challenging traditional grooming norms.
Thailand’s deodorant and scented products market is undergoing a significant shift, with younger male consumers – influenced by cultural icons – increasingly adopting underarm hair removal, thereby challenging traditional grooming norms. This creates opportunities for deodorant brands to offer innovative products addressing both odour and skincare needs; formats like wipes and creams with skincare benefits are gaining popularity, especially among Gen Z men who wish to care for their skin after hair removal.
Meanwhile, scented products are transforming from status symbol to a tool for personal expression among Zillennials. This shift highlights the need for brands to align products with younger consumers’ focus on individuality and emotional connection.
Tackle Gen Z men's post-shave concerns, expand deodorant offerings with innovative formats and introduce a customisable fragrance experience.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
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