Less has become more for Thai consumers who are injecting an element of fun into their beauty routine by experimenting with small and innovative package designs, finds abn Research.
Traditionally targeted at Thailand’s rural working class, ‘trial-size’ packaging of cosmetics are being purchased by upscale consumers keen on an array of options to suit their daily mood.
This key insight is one of several generated by abn Research’s Bangkok Beauty community that could change the manufacture, packaging and communication landscape of beauty products.
“Women are increasingly looking for fun and variety in their beauty routine to counteract the pressure of always being beautiful,” explains Mr. Maziar Amirahmadi, Ceo at abn Research.
This insight generated from the Bangkok Beauty community is supported by a survey of 300 Bangkok women conducted by abn Research revealing that two in three women (63%) feel under pressure to be beautiful all the time, whilst ‘fun’ (77%) and ‘variety’ (63%) were seen as ways to enhance the beauty process.
Bangkok Beauty is a private online community of female ‘prosumers’ who discuss their reactions to the latest products, communications and promotions in the beauty category through blogs, discussion forums and instant chat.
“Through private online communities, women are more spontaneous in their reaction, more expressive in their opinions, and in many ways, more honest in their comments,” said Mr. Amirahmadi. “We develop strong relationships with the community enabling us to hold ongoing conversations that deepen our learning”
This ‘iterative approach’ allows for an unprecedented understanding of precisely how, when, and why, consumer behaviors and attitudes change over time.
These valuable consumer insights are available online at www.abnresearch.com/beauty.
Following the successful launch of Bangkok Beauty, abn Research is launching a Shanghai equivalent this month, and is planning a further Insight Community focused on the growth of male beauty products.
About abn Research
abn Research is an Asia focused market research consultancy, founded in Bangkok to help businesses understand their customers, create products and services they need and sell them effectively in go to market strategies abn Research was founded in February 2010 by seasoned researchers Maziar Amirahmadi and Brooke Courtenay, with combined 23 years of industry experience in Asia, now specializing in generating insights through online communities.
Contact details: [email protected]
www.abnresearch.com
For more detailed insights, visit www.abnresearch.com/beauty For interview requests, please contact Maziar Amirahmadi:
email [email protected]
abn Research
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88 Silom Road,
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Thailand
Tel: +66 2 231 6446
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