The facial skincare market in Thailand is undergoing a distinct transformation, with premiumisation at the forefront. Brands are increasingly incorporating dermacosmetics into their luxury offerings to meet the demand for efficacious yet safe options.
Gen X consumers gravitate towards anti-ageing solutions that address existing skin issues, reflecting their preference for simple, results-driven products. Meanwhile, Gen Zers are drawn to gel textures, aligning with their preference for gentle yet effective skincare. These trends highlight a shift towards targeted and functional skincare products that cater to specific generational needs and preferences.
This report looks at the following areas:
- Monthly spending on beauty and personal care products
- Preferences for essential skincare steps and products
- Preferred formats and textures of facial skincare products
- Opportunities in premium facial skincare
- Links between skincare formats, textures and perceived benefits
Combine dermacosmetic function with luxury in premium skincare. Target Gen X with anti-ageing products for visible signs and Gen Z with gel-based skincare.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of facial skincare in Thailand
- Facial skincare is posed to grow thanks to its value-oriented solutions
- Graph 1: facial care, retail market value in US$, 2018-26
- Capture high beauty spenders with advanced, effective and emotionally appealing facial skincare
- Graph 2: attitudes towards luxury facial skincare, low vs high beauty spenders, 2024
- Gen Xers seek effective and affordable anti-ageing facial skincare solutions
- Graph 3: facial skin issues, Gen Z vs Gen X, 2024
- Engage Gen Zers with gel-based facial skincare innovations
- Graph 4: consumers who associate gentleness with gel textures, by generation, 2024
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Effective yet safe formulations along with exclusivity are sought-after premium factors
- The global facial skincare market value continues to grow
- Graph 5: facial care, retail market value in US$, 2018-26
- The boundary between facial skincare and non-invasive facial procedures is blurring
- Dermacosmetics are introducing skincare products to complement facial procedures
- Dr Dennis Gross elevates the dermacosmetics positioning with a touch of emotional indulgence
- Raising the bar for quality standards
- Graph 6: top five growing claim categories in facial skincare launches, 2020-25
- Introducing the three beauty spender segments in Thailand
- The bigger the beauty budget, the greater the focus on product efficacy
- The demographic profile of high beauty spenders
- High beauty spenders prioritise not only beauty but also health in their monthly spending
- Graph 7: most prioritised categories in monthly budgets, low vs high beauty spenders, 2024
- While most Thai consumers seek efficacious facial skincare, high beauty spenders specifically prioritise options powered by advanced technology
- Graph 8: purchase consideration factors of facial skincare products, low vs high beauty spenders, 2024
- Use high concentrations of signature ingredients to appeal to consumers
- A safe formulation is a premium factor for high beauty spenders
- Graph 9: purchase consideration factors for facial skincare products, low vs high beauty spenders, 2024
- Redefine the limits of ingredient concentration with biotechnology to reinforce a safe and trustworthy image
- Dermacosmetics offer proven efficacy and safety, yet high beauty spenders still crave a hint of luxurious, emotional allure
- Graph 10: attitudes towards luxury facial skincare, low vs high beauty spenders, 2024
- Specialise dermacosmetic positioning by shifting from dermatologist approved to cosmetic surgeon recommended
- Collaborate with dermatologists to deliver personalised solutions, enhancing the sense of exclusivity
- Integrate emotional wellbeing benefits into functional skincare to elevate premium offerings
- Enhance premium appeal with innovative formats and textures
- Graph 11: top five growing formats and textures among facial skincare launches, 2020-24
- Enhance premium appeal with innovative formats and textures
- Introduce a new format via a corresponding new facial skincare routine
- The beauty persona of high beauty spenders – the Early Adopter Beautician
- Consumers are simplifying their skincare routines to focus on the essentials that truly matter to them
- Thailand’s ageing society is shaping the beauty industry
- Graph 12: population aged 0-14 vs 60 and over, 2013-24
- The significant growth in anti-ageing and vitamin claims power Thai skincare launches
- Graph 13: top five claims in facial skincare launches, 2020-25
- Thai consumers focus on skincare essentials to meet their needs
- Graph 14: consumers* who added a new step to their facial skincare routine, 2022-24
- Identifying core facial skincare steps in morning and nighttime routines
- The beauty routines of each generation
- Graph 15: morning beauty product repertoire, by generation, 2024
- Graph 16: nighttime beauty product repertoire, by generation, 2024
- Each generation has a different reason to believe in the efficacy and safety of facial skincare products
- Gen Xers embrace practical facial skincare routines, prioritising effectiveness over product quantity
- Graph 17: consumer agreement with select statements about skin concerns, by generation, 2024
- Gen Xers tend to stay loyal to facial skincare, while Gen Zers may turn to beauty clinics
- Gen Xers need solutions for already-established signs of ageing
- Graph 18: facial skin concerns, Gen Z vs Gen X, 2024
- Draw attention to signs of ageing, beyond just wrinkles/fine lines, on pack
- Couple botanical extracts with anti-hyperpigmentation benefits to intrigue Gen Xers
- Financial challenges make it difficult for Gen Xers to upgrade their skincare routines
- Graph 19: consumers who say the economic situation has led them to postpone skincare upgrades, Gen Z vs Gen X, 2024
- Combine anti-ageing skincare and colour cosmetics features for both instant and long-term effects
- A summary of facial skincare approaches between Gen Zers and Gen Xers
- Capitalise on effective spot correctors with botanical extracts
- Diversify beauty benefits via gel-based textures to captivate Gen Zers
- Lightweight yet potent facial skincare products are rising in popularity in Thailand
- Graph 20: top five formats and textures in facial skincare launches, 2020-25
- Gel textures are niche with promising untapped opportunities
- Graph 21: top three formats and textures in facial skincare launches, 2024
- Facial skincare brands combine gels with other formats and textures to attract consumers with both function and emotion
- More Gen Zers associate gel textures with gentleness
- Graph 22: consumers who associate gentleness with gel textures, by generation, 2024
- Gen Z Gel Users are highly engaged with beauty
- Graph 23: top categories of monthly spending priorities, Gen Z Gel Users vs other Gen Zers, 2024
- Gen Z Gel Users face issues around not just acne but also skin irritation
- Graph 24: facial skin issues, Gen Z Gel Users vs other Gen Zers, 2024
- Consumers view gel textures as versatile, opening doors to diverse applications
- Graph 25: associations between gel textures and skincare attributes, Gen Z Gel Users vs other Gen Zers, 2024
- Promote hydrating and soothing benefits in gel facial skincare products
- Diversify gel-based facial skincare applications and benefits to appeal to Gen Z Gel Users
- Leverage other formats and textures to deliver multiple benefits
- Graph 26: formats and textures associated with highly concentrated skincare, Gen Z Gel Users vs all Gen Zers, 2024
- Combine other formats and textures with gels
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APPENDIX
- Consumer research methodology
- Index calculation
- Repertoire analysis
- Generations
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