Thailand's facial skin care market is rapidly growing, driven by the global demand for anti-ageing products.
"The facial skin care market in Thailand alone is valued at over 10 billion baht, growing by 13% in the past year, with continuous expansion anticipated in 2024. The global trend towards youthful skin has made skin care addressing ageing concerns increasingly popular among consumers worldwide,” said Ravi Bordia, general manager of Neutrogena Thailand, Cambodia, Laos, and Myanmar.
“With an increasing trend and awareness of anti-ageing products among all age groups, there is a substantial opportunity for anti-ageing skin care in Thailand. Today, anti-ageing contributes to 30% of the total facial moisturiser [category] in Thailand,” added Chaweena Chitsomboon, marketing director for Neutrogena Thailand, Cambodia, Laos, and Myanmar.
Chitsomboon highlighted the opportunity for Neutrogena to tap into the second-biggest segment in facial moisturiser with its new Neutrogena Visible Repair range.
The lineup consists of the Visible Repair Regenerating Cream, Visible Repair Serum, and Visible Repair Eye Cream, which all feature retinol as the key ingredient.
According to the firm, Neutrogena Visible Repair combines retinol with antioxidant complexes to deeply reduce wrinkles in seven days.
“The Neutrogena Visible Repair range, with retinol as a key ingredient known for its anti-ageing benefits, can cater to this demand by offering effective solutions to fade out wrinkles, and press pause on the new ones for younger and firmer skin,” said Chitsomboon.
Additionally, the company hopes the product would address the needs of consumers who want to use retinol without risking side effects.
“It also tackles consumer pain points of using retinol with a consumer test that 100% of users agreed that don’t feel the irritation, gentle and suitable for everyday use,” Chitsomboon added.
When used incorrectly, retinol can cause skin irritation, redness, dryness, peeling, and increased sensitivity to sunlight. Despite the downsides, there is still a huge demand for retinol for its effectiveness.
“This heightened interest is primarily driven by growing consumer awareness of the effectiveness of retinol as an anti-ageing ingredient, especially on wrinkles. Additionally, endorsements from skin care experts and influencers have contributed to the popularity of retinol-based products,” said Chitsomboon.
“By aligning with these trends and opportunities, the Neutrogena Visible Repair range can position itself competitively in the dynamic Thai skin care market.”
Promising potential
Chitsomboon noted that Neutrogena was perceived as a “prestigious brand that delivers superior benefits at an affordable price point.”
Furthermore, the brand is already among the top brands in the facial cleanser category and can leverage it to boost its position in the facial moisturiser category.
“Our focus is to further solidify this strong prestige brand image. Over the past three years, we have successfully driven the Neutrogena Deep Clean cleanser portfolio, securing the position in the top three in the general rinse-off cleanser category and number one in the acne rinse-off cleanser category.
“This success was achieved through effective communication strategies and product offerings that address the top needs of consumers. Building on this momentum, we aim to extend our success from cleansers to moisturisers by establishing a strong presence in the second-largest segment of moisturisers,” said Chitsomboon.
In addition to Thailand, the Visible Repair range has been launched in Malaysia, Singapore, and Taiwan.
Chitsomboon expressed confidence that its success and positive reception in Thailand will provide a solid groundwork for potential expansion into other South East Asian markets.
In the next 12 months, Neutrogena is expected to continue its commitment to innovation and delivering dermatologist-recommended skin care solutions to consumers, said Chitsomboon.
“We anticipate the introduction of new products and formulations designed to address emerging skincare concerns and meet the evolving needs of our consumers. Additionally, we will focus on expanding our presence in both existing and new markets, leveraging our brand's reputation for excellence and trustworthiness.”
