Around 1 in 4 Thai Gen Zs find spending on preventing skin issues a waste

They prefer to buy products that address current issues.

Beauty consumers in Thailand are purchasing preventive products following the end of the pandemic, shifting from prioritising problem-solving but around 23% of Gen Zs oppose this as they find it a waste of money to spend on skin issues that may not actually occur.

In a report, Mintel said that whilst Gen Zs and Millennials are engaged in purchasing preventive beauty products, “the market faces several barriers to making a dent in the Gen Z market, including the understanding the role of preventive care, budget, and product education.”

Gen Zs’ indifference to preventative skincare meant that they prefer to spend on current issues that they wish to address right away.

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Mintel added that the lack of expertise of the consumers from the generation means that 24% of them become overwhelmed by the wide array of skin care offerings, and 26% strongly agreed that it is hard to identify the products that are suitable for their skin.

“Gen Z represents the biggest opportunity, but brands must work hard to convince them that preventive beauty is worth their money and effort,” said Sirinar Puppachat, beauty and personal care analyst, Thailand at Mintel.

“Enhancing preventive skincare usage experiences to appeal to Gen Z and educate them on how prevention offers monetary and time value, in the long run, could be effective strategies to explore,” Puppachat added.

Whilst Millennials are already engaged in preventive beauty products, Puppachat said the brands should consider which end of the scale they target due to the group’s diversity.