Around 1 in 2 Thai consumers likely to switch beauty brands

Gen Zs want brands with positive messages, whilst Gen Xers look for cosmetic products offering skincare benefits.

Nearly half of Thai consumers tend to shift to new beauty brands, presenting an opportunity for brands to adopt engagement strategies to cater to the needs of consumers who lack loyalty to brands.

In a report, Mintel said that 34% of Gen Z consumers want brands that communicate positive messages as they prioritise empowerment and confidence in the makeup they wear.

On the other hand, trendy cosmetic products on social media appeal to 35% of millennials. Their engagement with such products comes in the form of beauty content, product reviews and participating in online beauty communities.

Chayapat Ratchatawipasanan, Principal Beauty & Personal Care Analyst, Mintel Reports Thailand, said brands that aim to target this demographic and establish their loyalty should focus on fostering online communities and “celebrating influencer autonomy.

Meanwhile, for Gen Xers, 67% still enjoy watching beauty content but their interest in makeup is declining. Almost half of them want colour cosmetics that offer skincare benefits.

“The colour cosmetics sector is exceptionally dynamic, with trends evolving rapidly in parallel with fashion and lifestyle shifts,” Ratchatawipasanan said.

“Consequently, brand loyalty in the colour cosmetics realm is limited: consumers eagerly adopt trends and readily embrace popular products and brands currently making waves, often led by social media,” the analyst added.