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[Global Viewer - Data on people living overseas] Skin concerns and solutions for ASEAN women

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Just as there are trends in fashion and makeup, skincare and “ideal skin” have also changed over time due to social factors, advances in beauty technology, and the influence of SNS. One example would be that “whitening” and “whitening” used to be important functions, but recently “brightening” (skin tone, brightness, clarity, etc.) has become a global trend. Another recent trend is the borderless spread of trends, such as the beauty trend originating in South Korea called “water-glow skin” (referring to fresh and glowing skin).

Skin problems of women in ASEAN countries

What kind of skin do women in ASEAN countries consider to be ideal?
To find out, we looked at the Global Viewer (data from 2024) of overseas residents held by INTAGE to see what kind of skin problems they have.
In Malaysia and the Philippines, the top concerns are those related to oily skin, such as “sebum/greasy skin” and “pimples/acne”, whereas in Thailand, although concerns related to oily skin also rank highly, the top concerns are those related to skin tone, such as “dull skin” and “lack of translucence”. Unlike the other two countries, “lack of translucence” is ranked highly, suggesting that “translucent skin” is the ideal skin that people envision.

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Figure 1 : Selected top 5 facial skin concerns (multiple choice) in each country (base: women in their 20s-40s in each country)
(Source: Intage Global Viewer (2024))

How do Thai women deal with skin problems?

So, what kind of skincare items do they use to deal with these skin problems?
When we checked the skincare items currently used by Thai women, we found that the most frequently used item was a beauty essence. This is a big difference from the general skincare style of Japanese women, where lotion, milky lotion, and cream are often positioned as the basic skincare items, with essence as an extra item.

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Figure 2 : Excerpts from the list of skincare items currently used (multiple responses) (base: Thai women in their 20s to 40s)
(Source: Intage Global Viewer (2024))


 

Checking what kind of items are used in Intage's Consumer Life Panorama database of overseas sei-katsu-sha, we found that small pouch-type packaged beauty products are often used in Thailand. In terms of function and effect, brightening and toning are most common, and can be said to be exactly what is used to address the problem of “lack of transparency.

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Figure 3 : Skincare items used by women in their 20s and 30s living in Bangkok
Reference: INTAGE Consumer Life Panorama

In Thailand, one of the most mature markets in ASEAN, beauty serums are widely used as items to achieve ideal skin. Similarly, in other ASEAN countries where economic standards are expected to improve in the future, the need for “ideal skin” of the moment and skincare items to achieve it will probably increase.

Translated with AI Translator

What is Global Viewer?

A service that provides reports tailored to your needs, using questionnaire data on the various circumstances and attitudes of consumers in 11 countries (Asia and the US) that INTAGE has in stock.
The items covered include 400 items on the actual circumstances and attitudes of consumers regarding various product and service categories (*), as well as their values and information contact.

(*) Examples of categories:
Food and beverages, personal care and cosmetics, household care, childcare and nursing care, mobility, home appliances, smart homes, housing, entertainment content (games, music, etc.), finance, insurance, travel (inbound to Japan), online services, etc.

In addition to the country-by-country comparison analysis introduced in this article, it is also possible to conduct analysis by attribute (sex, age, income, etc.) within a single country.
For details, click here.

What is Consumer Life Panorama?

A website-type database that has accumulated visual data on over 1,000 people from 18 countries around the world. It contains a lot of 3D models that allow you to view living environments, as well as 2D data that shows the items owned by each person, and is useful for understanding people living overseas, who are difficult to grasp just from text and numbers.
For details, click here.

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  • Intage Inc

    Author profile
    Risa Takahama

    After working in marketing research support for Japanese FMCG manufacturers (cosmetics, baby products, food and beverages, etc.) in Asia, Europe, and the U.S., from 2019, in his current position, he develops solutions for overseas marketing research for Japanese companies and conducts seminars and other outward communications.

  • Intage Inc

    Editor profile
    Chew Fong-Tat

    Responsible for creating the Global Market Surfer website.

  • Feb 14, 2025
  • 1456 Views

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