Men's Grooming in Thailand

PROSPECTS

Innovative launches in men’s grooming are soaring

The trend for men’s grooming in Thailand continued to soar across the country. Men are interested in adopting products that target them due to rising image sophistication.

Importance of personal appearance will continue to evolve

Men’s grooming is expected to become increasingly dynamic; it is likely to witness further image sophistication among Thai men supporting demand. Factors such as growing social acceptance of men’s grooming, create exposure to metrosexual trends, delayed marriage, and peer pressure would maintain demand for the products.

Prioritisation in improving skin drives men’s toiletries

Skin care and hair care are the biggest categories in men’s grooming. Men’s skin care is growing in popularity as local men are increasingly exposed to the metrosexual concept and pay greater attention to their appearance.

COMPETITIVE LANDSCAPE

Beiersdorf Thailand retains leadership of competitive landscape

Due to its strong presence and brand reputation of Nivea for Men in men’s skin care, deodorants and shaving, Beiersdorf Thailand was able to maintain its leadership of men’s grooming. The launch of Nivea Men Liquid Foam was a highlight for 2017; the product offers the latest innovation as the first liquid facial foam in Thailand with a claim on powerful deep cleansing action.

Better Way (Thailand) Co Ltd plans to extend its “for men” line

Due to its strong foothold within fragrances and skin care with Mistine, Better Way (Thailand) Co Ltd managed to remain competitive with a wide range of products. The company plans to capture the metrosexual trend by developing and launching an increasing number of products in men’s grooming including facial colour cosmetics.

Celebrities as brand influencers and sponsorship remain key to success

Brand endorsement and sponsorship remained key marketing tools, a strategy that many brands in men’s grooming employ. Tros uses Thai actor Ray MacDonald to convey its brand message to the target audience and Garnier Men uses young male Thai actor Thanapob Leeratanakajorn, amongst others.

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