In Thailand, older males have gotten extra involved with their look to higher their residing expertise. Grooming is likely one of the methods wherein mature males search to enhance the way in which they stay.
About 75% of males aged 45 and up consider that utilizing magnificence/grooming merchandise frequently is crucial and 72% of males aged 45 and up say manufacturers ought to develop males’s magnificence merchandise aimed toward older males.
The expansion of ageing positivity and the idea of ageless magnificence have elevated older males’s prioritisation of self-care with 67% of males aged 18-44 considering that having older males as influencers can encourage younger males.
Perfumed private care choices are options for shoppers to take pleasure in nice scents at an reasonably priced value as these bodycare merchandise make nice scents extra accessible for the shoppers.
In line with Mintel GNPD, bodycare and bathe merchandise are among the many prime three Thai magnificence and private care launches with fragrance options from 2018 to 2021.
Thai Millennials lean towards fragranced merchandise as Gen X (these at the moment aged 41-56) stick to non-public care merchandise like roll-on and spray deodorant, gel deodorant, physique mist, and perfumed physique lotion.
Regardless of having physique odour issues, Gen X doesn’t go for closely scented merchandise as they’ve dry, delicate and acne-prone physique pores and skin.
Amongst Gen X, itchiness, extreme sweat and rashes issues stood out from these of different shoppers. They’re additionally involved with the odour related to the results of sweat.
Gen X shoppers prioritise efficacy and ease of use as a result of they need fuss-free merchandise that can be utilized simply and carry out properly. In addition they give attention to utilization expertise and half of them take into account product scent with 46% contemplating pores and skin consolation. For example, Thai Gen X use physique powder to handle grooming points equivalent to sweat, odour, itchiness, and rashes. In Thailand, physique/talcum powder has cooling advantages which additional improve the utilization expertise for an reasonably priced value.
Gen X are confronted with heat-induced issues together with itchiness, which may be attributable to sweat. These points may be tackled with physique powder.
The bulk (91%) of Gen X males are customers of physique powder, with long-lasting scent because the primary precedence concern. Different issues are product efficiency, particularly to regulate sweat and odour, and anti-bacterial properties. What Gen X males are in search of are key advantages that can maintain their most important physique issues equivalent to sweat, odour, itchiness, and rash. Gen X males additionally take a look at value, multifunctional advantages, enticing packaging, and standard components.
Gen X need gender-specific scented private care product. About 54% of Gen X males desire bodycare merchandise with scents which might be marketed to males vs 47% of complete shoppers whereas 57% say bodycare merchandise which might be obtainable in several scents could be interesting to them vs 49% of complete shoppers.
For physique powder, Thai Gen X males need physique powder to hide odour whereas giving long-lasting perfume. Other than that, they need moisturising, pores and skin brightening, and anti-ageing properties.
Deodorant for older clients is an ingenious product. in Japan, there are three key components which might be of concern to middle-aged males, and these are sweat, sebum and 加齡臭 or Kareishu, which describes the kind of physique odour that seems with age. No matter age, the physique emits a novel odour because of the sweat and sebum that’s secreted from the physique being decomposed by micro organism on the pores and skin’s floor. With age comes a rise within the fatty acids in sebum or 9 hexadecenoic acid and lipid peroxide which accelerates oxidative decomposition. Sebum itself is odourless, however as soon as decomposed by micro organism or oxidized and decomposed by lipid peroxidation, the causative agent of odour, “nonenal,” happens. The quantity of “nonenal” will increase with age, no matter gender.
Shiseido’s deodorant model Ag+ has launched a variety of merchandise designed for older shoppers with the identify “agingcare.” One other product concentrating on nonenal odour is Oxy Prime Anti-Growing old Odor Physique Spray. Ag Deo24 Age Deodorant Spray incorporates antibacterial and antiperspirant brokers to neutralise and stop physique odour with a refreshing rose perfume.
Sources: Amazon Japan; Mintel GNPD
What we expect
Older males are actually prioritising self-care. Manufacturers may help older males embrace wholesome ageing and try to be the most effective variations of themselves. Smelling good is essential to Thais. Thus, manufacturers can discover alternatives on this section by providing merchandise like physique powder with perfume properties for Gen X males and antiperspirants for particular physique components. Thai manufacturers can even get inspiration from Japanese bodycare launches to handle this demographic’s wants.
