JUN VOL2.15
mInteraction | strategy
CONFIDENTLY BEAUTIFUL OVER
FESTIVITIES
PLAY. LEARN. LIVE. WORK.
PLAY. LEARN. LIVE. WORK.
Spending time over the long holiday in Thailand is something cool. It is one of the few places in Asia where traditional culture perfectly meets and mixes up with modernity. This issue, DiGiTAL 3SiXTY will take you to explore more about how Thai ladies of the digital age react and prepare themselves for the fun.
CONFIDENTLY BEAUTIFUL OVER
FESTIVITIES
Girls describe ‘beauty’ as a path of being proud of themselves to the public. The sense of beauty means good personality, slim and healthy, somehow beauty can refer to the look that like “celebrity”. Beauty can be acquired by making improvement of themselves; including how to dress, and make-up. Beautiful girls will definitely have more opportunity to flirt, got more chance to be standout, and of course, more confident to express their trueselves…
Our recent survey reveals an untold perception that many Thai girls feel about the festive season, especially during the Songkran (also known as the Thai New Year and Water Festival).
They mentioned the term “freedom” and “being free” for quite a few time. And when we asked for more explanation; they say “free in any forms; the rules, the norms, and even from the tradition”.
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We were surprised by the answers that celebration time allows them to conduct an act of something unusual without guilt. It is acceptable for girl to be a little more sexier. For example, during ‘Songkran’ they can put on light, short, or even transparent clothes - in order to enjoy the splashes, get wet and show off their fully grown femininities. We also surprised that to them, to go out and enjoy the fun with their girls is something more important than to be flirted by a hulk!
Life before party is all about updating; trends, fashions, news and to be mentioned. Girls can spend hours and hours over internet just to find the ‘how to…’ contents that help them transform and highlight their femininities to the max.
“Make-up and dress-up are significant knowledge!” Word from experts is priceless; we realised that girls fully trusted and respected to the experts and gurus. It is common to follow ‘beauty bloggers’ in order to get tips and trick about make-up and how can they apply with cosmetics set they have.
The bloggers are not only affected to the knowledge, but behaviours – product addictions. Some continues to purchase the product online, using whatever shown by the gurus.
This preparation process would take about 2 to 3 weeks. All the girls want to be confident that everything will not just be alright, but PERFECT. We called this the test and trial period.
There is no actual limit of shopping, once they feel the product is right‌ THEY WILL PAY. But when we talk about trail, online shopper in Bangkok intends to spend approximately Baht 1,000 to 3,000 at a time.
On the other hand, provinces girls would limit their online payment between Baht 600 to 800 at a time.
The period goes with make-up practice, practice, and practices. In case they like or feel satisfy with the product they will share and make an in-depth review over social media. An example of ‘how to dress-up’, chubby girls should put on more than one cloth to hide layers after water splashes. It is also recommended by blogger to avoid cropped tee that might reveal the unwanted.
‘Long preparation and tight information. Contents is not just for me, but for share.’
& over holiday Holiday is not a period that anyone should live the life as what they used to. Services as food delivery bring them senses of celebrations, as they don’t have to cook or go out themselves.
“I ordered Pizza because the queue is too long out there” “I can be relax and acts as princess at home as they will come serve me at the time I want”
As described earlier that girls prefer going out with a group of friends. Therefore, once an attention is spotted, it is not just a girl, but the whole gang!
In this period, an exclusive invitation or free ticket to a special event is considered as a very special item. “We went back to place again and again after the first invitation.” “It is easier than spending times finding a new place to hang out as it would take forever spending time to discuss with my girls about a new place.”
Another way to grab the attentions is through the presentation of something rare. People acknowledged S2O Songkran Concert Festival through social as event pictures were shared over and over Facebook. The highlights spotted on international DJs, who rarely come to Thailand.
Someone in the group always act as cameraman, carrying digital camera with her along the way.
Three weeks prior of festive season is the crucial period for the girls to make such improvement of themselves. If the brand wants to get an attention or register into their minds, the use of opinion leader is the best way to educate and blend in the demonstration.
Without surprise, most girls hold mobile device in their hands, not just for communication purposes, but for selfie – then show and share.
Money does not really matters if they satisfied on the quality of the product. Trial is the key!
NEIL MAVICHAK Head of Digital Strategy & Corporate Communications Neil.Mavichak@mInteraction.com
PLAY. LEARN. LIVE. WORK.
mInteraction 2015 All rights reserved
PAN JROONGTANAPIBARN Manager – Digital Strategy Resources & Insights Pan.Jroongtanapibarn@mInteraction.com NATALIE SARAO Supervisor – Digital Strategy Resources & Insights Natalie.Sarao@mInteraction.com WORAWIN SONCHAROEN Associate Director – Digital Strategy Worawin.Soncharoen@mInteraction.com CHINGCHARN KAVEEVUTH Associate Director – Digital Strategy Chingcharn.Kaveevuth@mInteraction.com PAYUNGSAK KIATRUNGKIT Manager – Digital Strategy Payungsak.Kiatrungkit@mInteraction.com
PICTURES COURTESY OF thenextweb.com | Archita Station | Siam2nite | sp-maya.com | Thairath.co.th | dek.d.com | tlcthai.com | YouTube.com | erk-erk.com | PizzaHut | KFC | McDonald’s For Internal Use Only – NO COMMERCIAL VALUE