Normally, Thai women spend around 4,000-6,000 Baht (about $120-$180) when buying a set of skin care or cosmetics from premium counter brands. Now, many of these brands—including Shiseido, Clinique, Estée Lauder, Lancôme and Kanebo, etc.—have launched a new strategy of minimizing the beauty basket to make it a little more affordable: 3,500-5,000 Baht ($105-$150). The products are the same but come in smaller quantities. In addition, most premium brands are now offering free workshops at their stores, advising women on skin care, makeup application and various other beauty topics of current interest.
Value-adds such as these seem to be an essential component of efforts to lead consumers to actual purchase. And activities like free workshop or training also play an important role in deepening the bond between brand and consumers, especially now. Price promotion alone is not a panacea.
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