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1、Experts in what consumers want and whyThe Southeast Asia beauty market is a dynamic and promising sector with significant growth potential.How can brands win the SEA beauty consumer?The Southeast Asia(SEA)beauty market is a dynamic and promising sector with significant growth potential.Several facto

2、rs make it an attractive market for beauty brands.This report highlights key consumer trends and suggests innovative directions that brands should focus on.By focusing on these strategies,beauty brands can effectively capture the attention and loyalty of SEA consumers,making this market a worthwhile

3、 exploration.Table Of ContentsTAP INTO POST-PROCEDURE SKIN RESTORATIONBUILD ON SLEEP AND HEALTH CLAIMS TO WIN CONSUMERSLEVERAGE ACTIVES TO WIN FUNCTION-CONSCIOUS CONSUMERS123Source:IMF(US,China,Malaysia,Thailand,Indonesia,Vietnam Philippines)Rising GDP growth in the region signals increasing consume

4、r spending power,presenting opportunities.Capitalize on rising GDP growth in SEAUS,China,Malaysia,Thailand,Indonesia,Vietnam Philippines:Real GDP Growth(Annual percent change),2024Real GDP Growth(%)PhilippinesVietnamIndonesiaThailandMalaysiaChinaUnited States64203Source:Economist Intelligence Unit;t

5、rade interviews;company information/MintelThe facial skincare market in Thailand and Indonesia have been seeing a surge in demand,set to surpass$800 million by 2026,indicating further growth potential.Strong demand in Thailand and IndonesiaThailand&Indonesia:facial skincare market size,2018-27$m2018

6、201920202021202220232024202520262027900800700600500400IndonesiaThailand4Understanding consumers beauty habits*taken from Mintels Global ConsumerBase:Indonesia:250 internet users aged 18-24;Vietnam:239 internet users aged 18-24 who have purchased beauty/grooming products in the last 12 months;Thailan

7、d:1,000 internet users aged 18+Source:Kantar Profiles/Mintel,September 2023;Dynata/Mintel,March 2023of Indonesian Gen Z consumers*say they have added a new stepto their facial skincare routine in the past three monthsof Vietnamese Gen Z consumers*say high-quality ingredients would encourage them to

8、buy a beauty product at full priceof Thai women*think healthy facial skin is best represented with a bright tone36%62%47%Added a new stepSeek high-quality ingredientsBrightening-conscious consumer5Per social listening in Thailand consumers clearly link health to beautiful skin,while in Indonesia,its

9、 treatment.Thai,Indonesian and Vietnamese consumers also mention glow and bright.Consumers associate health and treatment with beautiful skinSocial listening keywords in relation to beautiful or beautiful skin in Vietnamese,Bahasa Indonesian and ThaiSource:Infegy Atlas/Mintel,March 2023-March 20246S

10、erum NPD continues to grow steadily and is the most popular format in SEA.76%of Thai consumers say they use serum to prevent skin issues.Consumers typically perceive serum as more efficacious and prefer its less occlusive nature.Gel/jelly format NPD is also increasing,gel textures can enhance coolin

11、g and hydrating claims.That said,how should brands position skincare to win in the region?Alleviate skin issues with lightweight formatsSerumCreamSheet maskGel/jellySource:Mintel GNPD,January 2020-December 2024%of launchesThailand,Vietnam,Indonesia:face/neck care top four formats,2021-23201510502021

12、202220237Tap into post-procedure skin restorationThe acceptance and normalisation of beauty treatments*taken from Mintels Global ConsumerBase:Indonesia,Vietnam:500 female internet users aged 18+in each market;Thailand:861 female internet users aged 18+who have not been getting aesthetic treatments(e

13、g Botox,filler)regularlySource:Dynata/Mintel,March 2023;Rakuten Insight/Mintel,March 2023of Indonesian women*say it is acceptable to have non-invasive surgery to improve ones appearance(eg laser treatment,Botox)of Thai women aged 18-34 plan to get an aesthetic treatment(eg Botox,filler)this yearof V

14、ietnamese women*say they take a preventive approach to beauty/skincare(eg use SPF)55%41%73%Improve appearance through treatmentsPlan to get treatmentsTake a preventive approach to beauty9*taken from Mintels Global ConsumerBase:Indonesia,Vietnam,Thailand:1,000 internet users aged 18+in each marketSou

15、rce:Dynata/Rakuten Insight/Mintel,July 2020,March 2023Across SEA,consumers are increasingly accepting of aesthetic treatments,considering their agreement with“It is okay to have non-invasive surgery to improve your appearance”in 2023 compared to 2020.SEA consumers are now more open to aesthetic trea

16、tmentsIndonesia,Vietnam,Thailand:non-invasive surgery sentiment*(any agree),2020 vs 2023“It is acceptable to have non-invasive surgery to improve your appearance(eg skin laser treatment,Botox)”%of consumersIndonesiaVietnamThailand60402002020202310How brands talk about post-procedure skincarePost-pro

17、cedure skincare is communicated through claims of skin restoration,increased treatment and redness reduction.Provide overnight skin restorationByNacht Post Laser and Procedure Ultra Repair Serum claims to restore skin overnight after being sensitised by dermatological procedures such as laser resurf

18、acing,chemical peels,microneedling,microdermabrasion and IPL.Increase the effectiveness of treatmentsRMD by GoodSkin Resurface Treatment Serum claims to be safe for skin following sensitivity-increasing treatments such as lasers or peels.It uses full chain biomimetic EGF blended with functional pept

19、ide actives to achieve faster turnover and better cell replication over time.Instantly soothe rednessDr.Jart+Cicapair Intensive Soothing Repair Cream claims to instantly soothe redness and rapidly repair the barrier for more resilient skin.The product is said to be suitable to use after laser skin t

20、reatments.Source:Mintel GNPD11Mintels Suncare Thai Consumer 2023 Report explores how sunscreen brands can extend their product lines to include aftersun products,which are not popular among Thai consumers because they dont get severe sunburn compared to consumers who have less melanin.However,consum

21、ers in SEA are more prone to skin redness due to a thinner stratum corneum,which means their skin tends to be more sensitive and easily irritated by heat and the climate.Ultrasun,a sunscreen brand from Switzerland,launched its After Sun&Post Laser line in the Thai market with sunscreen options and a

22、n aftersun gel.Explore sunscreen and after sun for post-laser-treatment careSource:Ultrasun12Royal Beauty Chamomile Calming Gel is a Thai post-procedure skincare product formulated with chamomile extracts.It is said to nourish skin,help it recover from pollution and nurture it after exposure to stro

23、ng sunshine or laser treatments.Claims around nurturing skin after laser treatments are interesting,but brands can go further and increase their credibility by explaining how it nurtures,such as by talking about the mode of action or key ingredient.Provide a mechanism of action to build credibilityS

24、ource:Mintel GNPD13Build on sleep and health claims to win consumersSocial listening keywords in relation to kurang tidur(lack of sleep)in Bahasa IndonesianSource:Infegy Atlas/Mintel,March 2023-March 2024Indonesian women associate a lack of sleep with topics such as stress,work and skin,seen through

25、 social listening.Consumers agree that a lack of sleep impacts skin15Global face/neck care launches with health claims have increased since the COVID-19 outbreak as consumers awareness around health increased.Increasing health-related claims in global facial care20192020202120222023Source:Mintel GNP

26、D%of launchesGlobal:face/neck care launches with health or a word variant in the description,2019-2325201516I89%of Indonesian consumers*say they think a lot about how their daily choices impact their physical health.In the rich tapestry of Southeast Asian traditional medicine,countries such as Indon

27、esia,Vietnam and Thailand stand out for their deep-rooted heritage of using natural remedies to promote health and wellbeing.Indonesias jamu,a herbal concoction,is revered for its immune-boosting properties,often comprising ginger,turmeric and various local herbs.Similarly,in Vietnam,anise,a spice k

28、nown for its sweet,aromatic flavour,is celebrated for its digestive and respiratory benefits.By leveraging the therapeutic qualities of traditional herbs,brands can innovate skincare solutions that soothe,heal and rejuvenate the skin,embodying centuries-old wisdom in modern beauty rituals.Leverage l

29、ocal to communicate health*taken from Mintels Global Consumer,September 202317Leverage actives to win function-conscious consumersVitamin-/mineral-fortified claims grew about 12 percentage points from 2021 to 2023,showing brands response to how SEA consumers prioritised ingredients when selecting sk

30、incare.Consumers in the region prioritise functionality and efficacy202120222023Source:Mintel GNPD%of launchesVietnam,Thailand and Indonesia:vitamin-/mineral-fortified claims in face/neck care launches,2021-23453015019Introduce scientific ingredient combinationsGravich Triple Vitamin C Booster Serum

31、 is formulated with a combination of three vitamin C derivatives 3-O-ethyl ascorbic acid,ascorbyl glucoside and caprylyl 2-glyceryl ascorbate that is claimed to be 10 times more effective than general vitamin C.The brand adds to its credibility and scientific impression by talking about how each der

32、ivative inhibits tyrosinase,synthesises collagen and provides antioxidant properties,respectively.Source:Gravich20Case study:SkintificSkintific is a popular,top-selling brand in the region well known for its ingredient-based formulations such as 5X Ceramide Barrier Moisture Gel or MSH Niacinamide Br

33、ightening Gel.It is often sold on ecommerce sites like Sociolla and Shopee and gives the impression of a local,homegrown brand.However,the brand is registered under Guangzhou Fimedia Network Technology Limited.Source:GravichMSH Niacinamide Brightening Moisture Gel5X Ceramide Barrier Moisture Gel21Mi

34、ntel Spark is designed to be an additional brainin the early stages of your innovation process,tospark creativity at speed.It connects the dotsbetween consumer,innovation and market insightsto reveal the opportunities and create high-quality,data-driven concepts.Generate concepts using Mintels full

35、extensive library of expert insights.Visualise concepts with AI-powered mockups.Customise and refine ideas throughout the process.Discover reliable insights that guarantee product ideas that have market potential.Sparked by Mintel,created by youGenerate concepts for a premium range of eye creams aim

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37、e an impact.Well walk you through our process and dive into“what is,”“what will be,”and“what can be.”Were excited to explore the possibilities with you.2025 Mintel Group Ltd.All rights reserved.Ask us To find out more,visit: 2025 Mintel Group Ltd.All rights reserved.About MintelMintel is the expert

38、in what consumers want and why.As the worlds leading market intelligence agency,our analysis of consumers,markets,product innovation and competitive landscapes provides a unique perspective on global and local economies.Since 1972,our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster.Our purpose is to help businesses and people grow.