Hair colour choices bring together personal expression, beauty routines and practical considerations. For a leading international beauty, skincare and haircare brand, understanding how these dimensions played out among women in Thailand was essential to identifying its next opportunities.

‍

The Task

Plum explored the emotional, social and functional motivations behind hair colouring, examining how women chose brands and formats, managed their routines and navigated the tensions that came with colouring their hair. The task also involved helping the global client team experience the Thai market first-hand.

‍

The Approach

We brought together consumer conversations, expert perspectives and market immersions to build a grounded understanding of the category in Thailand.

Focus groups with women representing diverse hair types, colour choices and formats to gain an understanding of their brand choices, format preferences, their hair colouring routine, and needs and tensions.

Alongside these conversations, we also led market immersions for the global client team, to gain an on-ground perspective of the product and retail mix across different shopping formats.

We also spoke with leading hair colourist experts in Thailand to add a professional view of category trends and possible future directions.

‍

The Outcome

Our immersion brought the local context into the global team’s discussions, while the research identified opportunities across products, brands and innovation.

Together, these inputs provided a foundation for considering how the brand could respond to the needs of women in this Southeast Asian market.

‍