Skin Care -
Understanding
differences
between city &
upcountry Thai
millennials

A skin whitening beauty brand had always targeted the urban millennial in Thailand by portraying aspirational imagery of the modern woman. But as the brand growth was coming from non-metro millennials, the narrative needed to be more reflective of the ‘upcountry’ millennials – their lives, aspirations & struggles.

OUR APPROACH
We used a mix of digital/ social media scans and FGDs with millennials in both Bangkok & ‘up-country’ to unearth differences in lifestyles, aspirations, anxieties and stories in order to understand how these factors impact the role of beauty & skin tone in their lives.

Through this analysis we were able to build a narrative of both ‘upcountry‘ & Bangkok millennials in order to find resonant creative hooks for execution of the brand idea.

DESIGN SOLUTION
Built an ‘upcountry’ narrative, helping to identify in what areas the differences between Bangkok & ‘upcountry’ can be reconciled and how it can inform creative briefs as well as the media and content strategy.

 

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