Drive premiumisation with skin longevity and reapplication. Innovate in non-core suncare categories to stand out in the overcrowded Thai suncare market.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Stagnation in Thailand’s sunscreen market mirrors APAC leaders
- Graph 1: top five markets of sunscreen launches, 2020-25
- Innovation examples of sunscreen products in APAC that go beyond conventional formats and claims
- Suncare in Thailand is moving from protection to skin perfection
- Graph 2: top five beauty-enhancing and functional claims in sunscreen launces, 2020-25
- Anti-pollution trend gains momentum in Thailand as it slows across APAC
- Suncare is now not only about protecting skin, but also repairing damage
- During the economic downturn, young consumers are heading towards paying a premium for short-term appearance-enhancing solutions
- How to read the chart
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PROMOTE SUNSCREEN REAPPLICATION
- Now: reapplying sunscreen is widely recognised as an important step, but significant barriers often hinder its consistent practice
- Graph 3: reasons for not reapplying sunscreen, 2025
- Demographic profile of consumers who reapply sunscreen
- Now: take inspiration from makeup to aid sunscreen reapplication
- Now: promote sunscreen reapplication with the ‘SPF sandwich’ trend
- Now: promote usage of mists and sprays in reapplication
- Graph 4: index* of perceived suitability of suncare formats/textures for reapplication, by daily sunscreen re-appliers, 2025
- Now: make reapplication easier by positioning stick and spray formats as secondary sunscreen products
- Now: add sun protection factor to makeup-setting spray
- Next: reassure safety of reapplication, particularly in relation to eye irritation
- Graph 5: top five markets for sunscreen launches with an ophtalmologically tested claim, 2020-25
- Next: reveal how reapplication helps skin tone recovery
- Next: formulate and highlight highly stable UV filters
- Future: combine sunscreen technology and monitoring devices to personalise usage
- Future: prioritise hyper-convenience to encourage sunscreen reapplication
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CAPITALISE ON SKIN PROTECTION AS KEY TO SKIN LONGEVITY
- Now: skin-health-related claims are emerging, and have gained high growth momentum in Thai suncare
- Now: shifting from invisible prevention to measurable progress and visualised skin longevity
- Demographic profile of Long-term Suncare Investors
- Now: premiumise opportunities for suncare with skin longevity
- Now: make sun damage immediately visible
- Next: pair sunscreen with anti-melasma skincare
- Next: combine healthy skin with environmental aggressor protection claims
- Next: reframe heat protection claims as thermal ageing prevention
- Next: move to ‘live probiotic’ formulations in suncare
- Next: an example of suncare that promotes healthy skin through intermediate skin health indicators
- Future: turn sunlight from villain to ally
- Future: track and trace skin damage from the sun
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EXPLORE SUNCARE APPLICATIONS BEYOND CORE SUNSCREEN PRODUCTS
- Now: older gens stick to core essentials, younger gens enjoy experimentation
- Now: older gens stick to basics, younger gens experiment with the unfamiliar
- How to read the chart
- Now: integrate makeup functions to give Gen Xers a quick makeover
- Now: transform conventional after-sun to post-exposure care to engage Gen Zs
- Next: couple topical suncare with supplements to offer double protection for Younger Millennials
- Next: establish a hair and scalp UV protection regime for Millennial consumers
- Next: innovate in multipurpose sunscreen for skin and clothes
- Next: expand sunscreen to consumers with acne by combining sun protection and acne patches
- Future: capitalise on inflammageing to formulate supplements that complement suncare
- Future: provide versatile sunscreen for full-body application
- Key takeaways
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APPENDIX
- Consumer research methodology
- Repertoire analysis
- Social data research methodology
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