THAILAND: THE RACE FOR BEAUTY A PERSONAL LOOK AT CONSUMER BEHAVIOR IN THE THAI BEAUTY MARKET

A sensing investigation exercise to examine "the perception of beauty amongst Thai female youth

To explore…"Thai female youth’s idea of beauty, influences, and better understand their needs and wants when buying beauty brands  

What is the impact of the media on Thai youth and

their perception of beauty?

Methodology: "Interviewed 14 Thai females aged

15-24 in the city center of Bangkok Supported by

secondary research    

TO ANSWER THE QUESTIONS:

In Thailand…  

Images of "beautiful people "are everywhere

Walk the streets and you will find…

Cosmetic surgery Is a THB20 billion

business *SPECIAL REPORT: “Beauty

Obsession” – The Nation, Thailand

I N T H A I L A N D ,

Fair skin, high nose bridge , big ey es

Difference between the importance of attributes by region (North, Northeast, Central and South)

Thailand Body weight and shape

Brig

ht fa

cial s

kin

Body

skin

color

THE

WHITER YOUR SKIN, THE

BETTER.

In Thai culture…dark skin = working class

Fair skin = wealth

and comfort

But now…products can lighten your skin for you.

IN THE MEDIA, FAIR

SKIN IS STILL THE IDEAL

The media: Perpetuating the

beauty ideal?

“The media"has a big impact on how we perceive beauty. When the media is out there, consumers just take it in. It’s about following the crowd.”

- Female journalist," interviewed at Centralworld

 

that tell you how to

become beautiful

MAGAZINES

that shows you what trends to follow

FOREIGN MEDIA that shows you what good looks can bring

The message? "Beauty = success, acceptance, wealth and status

B E A U T Y I S N O T J U S T B O R N … I T C A N B E B O U G H T .

HIGHER STANDARD OF BEAUTY?

The media says… There is only one type of beauty

everyone tries to!FIT INTO !the SAME BEAUTY IDEAL

1 in 3 Thai youth intend to use diet pills or cosmetic surgery*

TO GET THE ‘IDEAL BODY’:

*”One in three Thai youth ready to go ‘under the knife’:

Survey” – Pattaya Mail

What do "Thai youth

consumers want to gain from beauty

brands?

THAI YOUTH… are price-conscious

THAI YOUTH… want to believe their appearance can be changed

THAI YOUTH… see one’s appearance as a reflection of status

They buy beauty brands if…

THEY "BELIEVE "THE "BRAND’S "PRODUCTS ARE "MOST "EFFECTIVE

THE BRAND "IS IN LINE "WITH TRENDS"OR POPULAR AMONGST THEIR "PEERS

THE BRAND’S PRODUCTS HELP THEM ACHIEVE "AN IMAGE OF "WEALTH AND"STATUS

What are the implications on communication strategies?

Create a community and movement that will change perception "and create a following

GUERILLA MARKETING: RAY-BAN !

“NEVER HIDE” CAMPAIGN

Utilise social media, encourage social interaction with the brand "and consumers’ social circles

SOCIAL MEDIA MARKETING: MCDONALD’S!

FACEBOOK E-COUPONS

Reach out to known sources that consumers already identify with and trust"and whose opinions they respect

USING FAMILIAR SOURCES: CHEVROLET!

“BRINGING OUT THE BEST OF COLORADO”

Build trust by showing the product’s effectiveness (real before and after’s, consumer testimonials, etc.)

\  

PROVEN RESULTS: GARNIER!

GARNIER FAIRNESS RULER

Positioning your brand to serve and empower people through a useful exchange

Start, foster or develop conversations between people & with my brand

Entertain, inform and enable sharing to build an emotional

bond with your brand Build, join and nurture

communities

4C’S FOR BEAUTY BRANDS

•  Trust •  New beauty products/innovations/trends

•  Definition of beauty •  What beauty gives

you •  Interactive social

community

MEANINGFUL EXPERIENCE Beauty brands should bring consumers success, acceptance, wealth and

status 49

To Thai female youth… Physical appearance is very important Media connects beauty to success, acceptance, wealth and status People believe that anyone can, and should, improve their looks

Review:

Pressure from media and peers to look beautiful Higher and exclusive standard of beauty Only small percentage naturally !t the beauty ideal Others resort to drastic measures to be seen as beautiful by other Thais

Review:

The question is… How is this narrow beauty ideal impacting how Thai youth see themselves?

Thank you! …………the end.