Hair and personal care: Quality comes before cost in SEA

The study examined important attributes, purchase frequency and the elements that shape perception among consumers in six ASEAN countries: Singapore, Thailand, Vietnam, Malaysia, Indonesia and the Philippines. A total of 3,000 consumers aged 16 to 50 were canvassed (500 per market).

TV remains an important channel for both categories, along with in-store marketing, which is especially so for personal care. Low price was found to be relatively important (more so for men), but came after considerations such as making hair smooth and shiny, suggesting people are willing to pay a premium for quality.

When it comes to shampoo and conditioner, hardly anyone admits to being bothered by dandruff, reminding us that survey results cannot always be taken at face value. In personal care, protection against bacteria was a priority. Nearly 20 per cent of respondents expressed a desire for a “modern or contemporary brand”, while 41 per cent of women said they looked for products that whiten the skin.

Nick Licence, regional strategic planning director at Dentsu Aegis Network, said that while the key stated consumption drivers were largely rational, “marketers need to be aware that the true brand differentiators within a category could primarily be emotional in nature”.