A fascinating new study, the “Self-Confidence Index”**, sheds light on the aspirations and anxieties of Thai consumers regarding their appearance. While Thais across various generations show considerable confidence in their looks, the research reveals a surprising desire for further enhancement through beauty treatments.
The study, conducted by leading aesthetics company Merz Aesthetics Thailand in collaboration with Chulalongkorn University’s Assistant Professor Dr. Watcharaporn Bunyasiriwat, surveyed 1,000 individuals aged 18-55. They identified six key factors influencing self-confidence: attitude and mindset, social aspects, work and study, health, appearance (average score of 82%), and income.
Interestingly, despite appearance ranking fifth, the survey revealed a lower-than-average confidence level in this area. This aligns with the widespread use of photo-editing apps, suggesting a desire to enhance perceived attractiveness.
“This gap between desired and perceived appearance presents an opportunity for the aesthetics industry,” said Kittiwan Rattanachandr, Vice President of Merz Aesthetics Thailand and Singapore. “Our survey found that beauty treatments significantly boost confidence, with an average increase to 91% post-procedure. This highlights the potential of aesthetics to empower individuals and improve their overall well-being.”
While the research indicated a strong desire to enhance physical appearance, with Gen X prioritizing maintaining youthfulness, Gen Y focusing on “rejuvenation” and Gen Z exhibiting a strong awareness of beauty trends, the overall confidence in appearance fell below average. This discrepancy highlights a potential market opportunity for the aesthetics industry.
Orachon K, 38, got her first Botulinum toxin injection two years ago to address wrinkles on her cheeks and forehead. “It really helps! I can smile broadly with confidence without the usual lines. Now that I’m entering my 40s, I’m interested in laser treatments to help lift my facial skin too,” she told Thai PBS World.
Beauty treatments emerged as a powerful confidence booster, with the survey revealing a significant jump in confidence following procedures. Participants described these treatments as offering “quick solutions” to concerns, allowing them to focus on other aspects of life with greater ease.
Gift, a Gen Z staff member at a leading communications agency, told Thai PBS World that she received her first filler and Botox shot at age 23. “I had just graduated and wanted to reshape my face, reducing my jawline. I had injections on my jaw and filler on my lips,” she explained.
Gift said she was quite pleased with the results, which helped her look and feel better. Importantly, she explained, the procedure reduced her makeup time due to her satisfying lip and face shape.
“The Self-Confidence Index serves as a valuable roadmap for understanding consumer behaviour,” said Kittiwan, who defines her business as selling confidence. “By addressing this gap between aspirations and reality, we can develop communication campaigns that genuinely resonate with Thai individuals and empower them to feel their best.”
These findings will serve as a guiding principle for communicating with consumers more effectively. By doing so, the company believes it also contributes to a society where individuals feel confident and empowered to embrace their unique beauty.
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**The Self-Confidence Index Survey, commissioned by Merz Aesthetics Thailand and conducted through a private research company between December 2023 and February 2024, involved 1,000 Thai consumers aged 18-55. It explored factors influencing confidence and patterns of confidence across various life aspects. The top six factors identified were attitude, social, work and study, health, appearance and income.
By Thai PBS World Feature Desk
