Beauty and female have always been inseparable. The modern women are even more image-conscious now that social network dominates our lives! Women are willing to spend regardless of budget constraints. What’s changing, however, is how social media is making women become even more active in beauty! The Desire for ‘Beauty Now’ has become a challenge for marketers to catch up with the modern, urban consumers”. “Beauty is NOW!” research will take you through the ever-changing urban consumers’ desire for beauty! How they crave for beauty but do not want to wait for it, they want it NOW!, they move fast, and they change very fast!”
HER BEAUTY
Definition
43
%
+
EXPERT INTERVIEW :
Interview with 5 experts and influencer in the beauty and online marketing industry to see market directions
CONSUMER DEEP DIVE :
In-depth interview with 15 urban female consumers (aged 25-39, living in Bangkok, middle-upper household income, and beauty conscious) on their beauty perceptions, consumption, and their touch points
•
Mindshare Proprietary tools :•
Euromonitor•
Mintel•
News Report•
SMILE, YOU ARE ON THE CAMERA!: Social media dominates3.7
hours of a typical consumers’ life a day, consumers tend to be more and more conscious about their look. They feel like the world is watching them and they have to always beready for the camera!
•
FAST TRACK TO BEAUTY: One of the technologies answering urban lifestyle’s fast track to beauty is Quick-fix.7 out of 10
women are relying on quick fix to enhance their look in less than 10 minutes.•
BEAUTY IS ENDLESS: Image-conscious consumers are always seeking for ways to improve their beauty. Urban consumers are confident about themselves and believe they can always bemore
beautiful•
COLOR COSMETIC IS FOR FUN: It has become a must-have for consumers. They enjoyexperimenting
with new colors / innovation and buy intoexcitement
that the brand and product could offer.•
EXCLUSIVITY FOR URBAN: Beside product effectiveness, urban consumers are looking for a sense ofprestige and privilege
experiences that quality products can give them. Individualistic urbanites like to feel special and distinct over the majority.•
SKIN CARE IS WORTH INVESTING: While cosmetic is for fun, skin care is forprotection
. Consumers believe that their skin is not a testing lab and they will not risk their skin with low quality product. They are willing to spend more forquality
.How Did
We Go About
the Research?
PRIMARY RESEARCH SECONDARY RESEARCH
Her Beauty
Perspective
• Matter of personality, character, and manner • Well-groomed and attend to details
Golden
Heart
Pretty
Face
Fifty shades of
RED LIPSTICK!!
• Having a natural look and healthy skin • No need for perfect white but clean, clear, and smooth skin
Advance technology
+ Rushing Lifestyle More Money Quick-FixService
source: Euromonitor (2014)
2008 2009 2010 2011 2012 2013
THB million 104,641 112,934 121,095 129,730 139,565 149,283
•
E-Commerce fit perfectly with the lifestyle of beauty products’ target group.•
Young consumers are changing the way the browse for informationand shopping.•
They tend to have more trust for online shopping and increasingly make a purchase via this channel in which they previously only look for product from online and shopping offline.•
44% of consumers said that they averagely spend around 500-2,000 baht/ month from online shoppingHer Beauty
Trend
•
FASTER, BETTER, MULTI-TASKER: Time is the new currency; urban consumers seek for convenience, effective and instant result product.Mixologiste
or cross-category product will become a major trend to attract urban consumer’s rushing lifestyle.•
WELL-ROUNDED ON BEAUTY: Women are more aware of what they use with their face and take beauty routine more serious. They look into fundamental of beauty and want to properly apply cosmetic and taking care of their skin.•
LIVE WELL: Being harmed by stress and free radical on a daily basis, urbanites are more active in living a healthy lifestyle and more concern of product that they consume. Their wellbeing becomes priority and they look for ways to make their beauty glow from within. They are buying into the idea of‘Live Well, Eat Well, & Consume Wisely’
•
TAILOR TO ME: Generation Me enjoy products that produce exclusively to the individuals. They are willing to pay more for products that were are tailor-made to fit with their skin types and needs believing that it would yield better results.•
PREMIUM MASS:Masstige
products offering absolutely affordable price yet come with good image and easy to find is a trend capturing the mass market who search for balance in quality, image, and price product.•
MULTISCREEN, MULTI-TASKING:Access to information on more than one screen and always toggle between screens, urbanites try to cram as much information and complete as much tasks on a diminishing time.
•
ALL THINGS NOW, ALL THINGS REAL-TIME:Urbanites are instant craving who are always on portable devices and 24/7 connected. They are
Gen Now
, who wants real-time update and have access to information anytime they want.•
VISUAL CRAVING:Visual is a key to grab attention from time-poor consumers. They don’t like to read long text and prefer image to be
a storyteller
. It saves them time, easy to understand, and much more convenient to share.•
POWER OF INFLUENCER:Influencer is big in beauty! Consumers go through a lot of product information and reviews before they make a decision. They refer to beauty influencers like
celebrities,
beauty bloggers, and friends
as trusted source of product recommendation. These influencers have high impact on consumers’ decision.•
SHARING IS…CARING:woman share just about everything with their friends especially now that social media occupy lots of time in their life.
WOM spread like epidemic
. Consumer’s testimonial is an effective marketing form that drives referral.•
CONTENT IS THE KING…DISTRIBUTION IS THE QUEEN:Beauty consumers extensively search for beauty contents. A good content fit with their interest is half a victory and probably the after half is where and how they can expose with those content.
•
BEAUTY IS A CLICK AWAY:This is especially true to digital consumers. Online is not only source of information anymore. Urbanites are changing in how they shop. They have become more trusting
with online shopping
that could help them save time and still get their beauty items deliver at the front of their doorstep.Her Beauty
Touch Point
Smartphone penetration
to the total population in Thailand are 36%
Which has grew from year 2012 by 29%
Among smartphone users, 51% of smartphone user have made a purchase online
Growth of M-Commerce are driven mainly by 3G coverage and consumer’s digital lifestyle and a benefit of convenience access and portability that E-Commerce are lacking of
a click away
BEAUTY SHOPPING
IS JUST
36%
29%
51%
M-Commerce are on the UP!
1. Fabulous C ’S
•
CONVENIENCE: Products should save time and make consumer’s life easier. While for media, consumers need content that areclear, right to the point, easy to understand and sharable
to get their attention. Also, information about brand should be available wherever and whenever consumer needed.•
CONTENT: A good content is like a magnet, it will not only touch consumers but it would be shared to their network!•
CONVERSATION: Get closer with consumer by creating a conversation with them. Two-way communication would not only bring down a wall between brand and consumers but it would build consumer’s confidence and chance of negative WOM is less likely to occur.•
COLLABORATION: Urbanites needs not only product effectiveness but the exclusive experience. Brands collaboration brings mutual benefit and it works like charm. Consumers are thrilled to own a special collection designed by their favorite names. It creates sense of excitement and privilege for them.•
CO-CREATION:Empowering consumers
by embracing them to be a part of product innovation. That way, brand would get a true insight to what they want and their loyalty would arise from feeling that the brand is more relevant to them and they are part of the brand.•
CUSTOMIZATION: Gen Me* concern a lot about themselves. They search for product that makes them feel unique and enjoy being treated as a superior individual. Like a fingerprint, they like to have their own identity on the product.2. Adapt to consumer FSTR lifestyle
Living a rushing lifestyle, urban consumer’s need is sophisticated and changing at lightspeed. They spend less time engaging on one task or activity, expecting to do more in one moment, and prefer real-time engagement. It’s a challenge for brand to keep up with them
3. Power of influencer and wom
Influencer is big in beauty but they need to be utilized wisely! Brand should not overuse it and avoid commercialize approach. As for WOM, winning one heart or failing them will have tremendous effect with brand.
Sincere and truthful
would bea key to win their heart.
4. Offline and online integration
In near future, online marketing term will fade away. It will become integral part of the communication strategy. Consumers browse everywhere – online or offline. Both needs to integrate to maximize the effectiveness of campaign. It should reciprocate each other by driving traffic from online to offline and vice versa.
5. Right devices, right time
Consumers engage with media and screens differently during the day. If content and distribution are the king and queen, they need to rule by presenting themselves at the right device and right time. Study them and be there at their most receptive moment.
6. E(MS) commerce
To digital consumers, e-commerce provide convenience and fast way to shop. Mobile commerce and social commerce trends could reflect that consumers have more trust with online shopping but they look for the easiest way to shop.
*Born during early 1980’s – 2000’s, the Millennials are best with Generation Me as described by TIME magazine
Way Forward*
7. Always be adaptive
Lastly…brands that market to the
urbanites should always be ready
for consumer ever-changing behavior.
They act fast, change fast, and their
need will become even more and more
complex! Marketer need to
think adaptive
to be ready for challenges and
opportunities in the market
Mindshare is a marketing and media network with imagination and technology at our heart.
OUR CORE BELIEF
“Original Thinking is fundamental to everything we do”
Which is why we foster a spirit of Original Thinking across every aspect of our business: how and where we work; how we trade; what tools we design; how we generate insights; how we develop ideas. If it’s been done before, it is not good enough.
If you’ve seen it before, think again. Break the rules, pioneer, be the first.
OUR BUSINESS PLANNING TEAM
“Ask and Answer the BIG Questions”
and this is done through integration of analytics and solutions tools, consumer insights & communication planning.
For more information, please contact
David Johnson
Head of Strategy
David.Johnson@mindshareworld.com
Natha Piyavirojsthien
Manager of Business Planning Natha.Piyavirojsthien@mindshareworld.com
No part of this document maybe reproduced or translated, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of Mindshare. All visuals in this document have been
utilized with permission from individuals. Utilization of any visuals must gain written permission and consent from Mindshare.
