In Thailand, older males have gotten extra involved with their look to higher their residing expertise. Grooming is among the methods by which mature males search to enhance the best way they reside.
About 75% of males aged 45 and up imagine that utilizing magnificence/grooming merchandise frequently is important 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 pondering that having older males as influencers can encourage younger males.
Perfumed private care choices are alternate options for customers to get pleasure from nice scents at an reasonably priced worth as these bodycare merchandise make nice scents extra accessible for the customers.
Based on Mintel GNPD, bodycare and bathe merchandise are among the many high 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 present 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 considerations, 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 considerations stood out from these of different customers. They’re additionally involved with the odour related to the results of sweat.
Gen X customers prioritise efficacy and ease of use as a result of they need fuss-free merchandise that can be utilized simply and carry out nicely. Additionally they deal with utilization expertise and half of them think about product scent with 46% contemplating pores and skin consolation. For example, Thai Gen X use physique powder to deal with grooming points akin to sweat, odour, itchiness, and rashes. In Thailand, physique/talcum powder has cooling advantages which additional improve the utilization expertise for an reasonably priced worth.
Gen X are confronted with heat-induced issues together with itchiness, which could be attributable to sweat. These points could 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 considerations are product efficiency, particularly to manage sweat and odour, and anti-bacterial properties. What Gen X males are on the lookout for are key advantages that may care for their fundamental physique considerations akin to sweat, odour, itchiness, and rash. Gen X males additionally have a look at worth, multifunctional advantages, engaging packaging, and in style components.
Gen X need gender-specific scented private care product. About 54% of Gen X males choose bodycare merchandise with scents which might be marketed to males vs 47% of complete customers whereas 57% say bodycare merchandise which might be out there in numerous scents can be interesting to them vs 49% of complete customers.
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 prospects 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 singular 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 customers with the title “agingcare.” One other product concentrating on nonenal odour is Oxy Prime Anti-Growing older Odor Physique Spray. Ag Deo24 Age Deodorant Spray incorporates antibacterial and antiperspirant brokers to neutralise and forestall physique odour with a refreshing rose perfume.
Sources: Amazon Japan; Mintel GNPD
What we expect
Older males are actually prioritising self-care. Manufacturers can assist older males embrace wholesome ageing and attempt to be the perfect variations of themselves. Smelling good is essential to Thais. Thus, manufacturers can discover alternatives on this phase 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 deal with this demographic’s wants.
