Consumer Insights: Catch the Trends to Connect with the Future
Modern entrepreneurs are aware of the challenges following the decline of brand loyalty from younger generation of consumers. Is it possible to forecast market trends so that the development of products and services can align with these ever-changing needs?
Ms. Rachada Apiromdej, CEO & Founder of THINK NEXT ASIA, a specialist in consumer trends, has shared the up-to-date insight on beauty and health trends at COSMEX CHIC CHAT organized by RX Tradex on 25 September which manufacturers and entrepreneurs can leverage to formulate sustainable action plan for their businesses. Here are the four key trends to watch out for:
Trend 1: Sustainability on Display
Brand owners need to demonstrate their commitment to sustainability and clearly demonstrate the true value they provide to consumers. Over the past 5 years, 66% of beauty and health companies in ASEAN have communicated their sustainability goals, but 70% still use single-use plastic packaging. Therefore, brands must consider realistic goals and deliver on their promises to build trust because modern consumers are always ready to move on to new products and brands.
Trend 2: AI Genie
Over 80% of beauty professionals believe that AI will help supercharge the super-personalization of each consumer’s experience. For example, it will help with the recommendation of skincare that matches each individual skin condition, or suggestion of trending colors to use for makeup. Therefore, it is vital to study examples from brands that have used AI effectively in capturing their consumers’ attention, such as PerfectGPT for Beauty which provides AI solutions to questions consumers are searching for to enhance their beauty, skincare, hair, fashion, etc.
Trend 3: Now Commerce
Modern consumers expect brands to appear at the right time, at the right place, and in the right context. An example is transition of omnichannel media into channel-less which focuses on the seamless integration of different platforms that customers use for searching and ordering to make their journey as smooth and convenient as possible, thereby increases popularity and sales for brands that leverage this approach effectively.
Trend 4: Brand Care
Evidently, consumers from Gen Y and Z are spending more on health and wellness than older consumers. They tend to expect brands to be able to take care of their bodies and minds regardless of how much they must pay to keep up their image and quality of life. For example, the value of anti-aging products is expected to be worth 83.2 billion US dollars by 2027, growing at an average of 8.2% per year, and 50% of consumers are female aged 18-24. Another noteworthy trend is the rise of "Deinfluencer" on social media, which is the opposite of "Influencer" because these people reveal the truth behind glamorous social posts to help others get over the depression from comparing their looks and lives to renowned celebrities. These Deinfluencers are supported by brands that aim to show their honesty to customers as a part of their marketing strategy.
In summary, the beauty and health industries are dynamic and closely interconnected with the evolving trends of the era. Therefore, the urgent question that beauty entrepreneurs need to consider is whether their products and brands are still up to date, and have they taken initiatives to incorporate innovative ideas to keep their future business bright and thriving.
If you are a beauty entrepreneur or are interested in starting a beauty and health business, don't miss "COSMEX 2025", ASEAN’s most comprehensive event for OEM/ODM manufacturers and cosmetic and packaging production technologies, scheduled during 4-6 November 2025 at BITEC, Bangkok.