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1、From screen From screen to shelvesto shelvesHow content creators are driving consumer behavior in the makeup P A C/Research RealityFrom screen to shelves2IntroductionIntroductionGet in touchThe rise of user-generated content(UGC)and livestreaming has significantly transformed the beauty industry in

2、Southeast Asia,shaping how consumers discover,evaluate,and purchase makeup products.With Thailand,Indonesia,and Singapore leading the charge in embracing these digital trends,the landscape is becoming increasingly dynamic.This report highlights consumer preferences,behaviors,and trust factors surrou

3、nding makeup content,livestreaming,and creators.From their frequency of engagement to the factors influencing purchasing decisions,these insights offer valuable guidance for brands looking to navigate and thrive in this evolving market.From screen to shelves31 1Makeup purchasing Makeup purchasing be

4、haviorbehavior in APACin APACSingapore4APAC consumers bought makeupin the last12 monthsSingapore(48%)has lower engagement compared to Indonesia and Thailand(68%)Interestingly,makeup purchase by men is higher in Indonesia and Thailand as close to half of men have purchased makeup in the past 12 month

5、s.Consumer consumption amongst women in Indonesia is the highest as 9 in 10 women have purchased makeup in the past 12 months68%Indonesia48%68%ThailandSingapore46%Indonesia26%49%ThailandSingapore94%Indonesia70%87%ThailandMaleFemalePurchased makeup in the past 12 monthsFrom screen to shelvesQ:Which o

6、f the following makeup products or makeup related products have you purchased in the past 12 months?Please select all that apply.6 in 10Get in touchThailand leads in repeat makeup purchases,Singapore leans occasionalIn Thailand and Indonesia,32%buy makeup monthly,with 15%in Thailand purchasing sever

7、al times a month.Indonesia sees more moderate buyers(34%several times a year).In Singapore,41%buy several times a year,while 25%purchase once a year or less,showing a less frequent engagement.Q:How often do you purchase at least one makeup product?From screen to shelves5Explore more data6%6%34%32%14

8、%4%5%12%13%41%18%8%4%4%5%6%22%32%15%10%9%Less than once ayearOnce a yearSeveral times ayearOnce a monthSeveral times amonthOnce a weekMore than once aweekMakeup purchasing frequencyIndonesiaSingaporeThailandBrick-and-mortar lags as beauty consumers shift to e-commerceQ:Which of the following ways do

9、 you use most often to purchase makeup products,if any?Please rank the top 3 most often,with number 1 being the most often.From screen to shelves640%14%9%5%13%3%9%3%6%26%5%13%17%5%9%9%11%5%26%14%11%12%12%10%4%6%4%Platforms most often used to purchase makeupIndonesiaSingaporeThailandE-commerce platfo

10、rmsMinimarkets&supermarketsBeauty specialty storesDrugstoresLivestream shopping Department storesDirect brand stores/kiosksOnline websitesDirect brand websites/appsFrom screen to shelves72 2How consumers discover makeup products?Social media fuels beauty discovery across APACSocial media is the top

11、product discovery channel across all markets,with the highest engagement in Indonesia(76%),Thailand(75%),and Singapore(68%).E-commerce dominates in Indonesia(81%)and Singapore(72%),while 56%of Thais use it.In Singapore,78%also discover products through physical store displays.Q:Thinking about makeup

12、 products that you are familiar with,how likely or unlikely are you to discover them through each of the following ways?From screen to shelves8Get in touch76%81%67%55%67%55%48%68%72%76%41%78%48%46%75%56%56%44%62%56%50%Social mediaE-commerce platformsRecommendations from friends or familyTraditional

13、ads(e.g.,TV,magazine,billboards)Physical store displaysBeauty blogs or forumsBeauty event or exposTop channels for makeup discoveryIndonesiaSingaporeThailandBite-sized beauty:Reels and short videos drive engagement across APACShort videos or reels(less than 3 minutes)are the most popular format in a

14、ll three markets,led by Indonesia(68%),followed by Thailand(59%)and Singapore(56%).Livestreams hold moderate appeal,particularly in Indonesia(29%)and to a lesser extent in Singapore(21%)and Thailand(17%).Notably,19%of Singaporeans dont watch makeup-related videos,compared to just 6%in Thailand and 5

15、%in Indonesia.Q:Which of the following types of online video formats do you prefer to watch for makeup-related content?From screen to shelves9Explore more data68%45%27%29%18%5%56%38%20%21%13%19%59%47%34%17%13%6%Top content formats preferred for consumptionIndonesiaSingaporeThailandShort videos or re

16、els(less than 3 minutes)Stories(i.e.Instagram,Facebook,etc.)Long videos(more than 3 minutes)LivestreamsVideo podcastsNot applicable I dont watch videos for makeup related contentsFrom screen to shelves103 3What drives consumers to buy makeup?Consumers prefer honest creator reviews over promotionsHon

17、est creator reviews top beauty content preferences,with Indonesia leading(60%),followed by Singapore(55%)and Thailand(50%).Expert advice ranks second,especially in Indonesia(56%).While still niche,livestream shopping is gaining traction in Indonesia and Thailand(26%).Q:Based on this list of content

18、types,which makeup-related content do you think would convince you to purchase a makeup product?From screen to shelves11Get in touch60%56%53%48%40%41%26%20%1%55%50%47%48%42%26%22%23%2%50%41%45%46%38%35%29%29%1%Honest reviews from creatorsExpert advice(e.g.,dermatologists,makeup artists)Tutorials/How

19、-to videos using said productProduct demos,swatches,and wear testComparison of similar productsOfficial ads from the brandsLivestream shopping sessionMakeup challenges(e.g.character makeup)None of the aboveType of contents preferredIndonesiaSingaporeThailandSingaporeans save beauty content for later

20、,while Thais&Indonesians act fasterQ:Based on this list,what do you typically do after watching a makeup product being mentioned in a video or livestream on any of the social media platforms?Please select the best option that you are most likely going to doFrom screen to shelves12Get in touch43%34%1

21、4%5%2%2%32%27%19%7%8%7%49%18%13%8%7%4%Actions done after watching makeup contentsIndonesiaSingaporeThailandI visit the brands website or social media to learn more about the productI look for reviews or more user-generated content about the productI save the video to revisit laterI share the video w

22、ith friends or onI share the video on my social mediaNot applicableI dont take any further actionFrom screen to shelves134 4The rise of livestream shopping Thailand&Indonesia embrace makeup livestreams,Singapore stays hesitantMakeup livestreams see the highest engagement in Thailand(31%)and Indonesi

23、a(29%),while Singapore lags at 14%.Meanwhile,35%of Singaporeans never watch,compared to just 13%in Thailand and 9%in Indonesia.Q:How often do you watch makeup-related livestream sessions on any of the social media platforms that you are familiar with?From screen to shelves14Explore more data11%4%10%

24、20%10%19%18%14%16%21%20%23%17%17%22%13%35%9%ThailandSingaporeIndonesiaFrequency of livestreamingEverydayMore than once a weekOnce a week2-3 times a monthOnce a monthNever I dont watch livestream sessionsThailand leadsin frequent livestream beauty shoppersMost consumers fall within the moderate buyer

25、 category,purchasing several times a month to once a year,with Indonesia leading at 29%,highlighting a strong interest in livestream shopping within this market.In contrast,Singapore shows a slower adoption rate,with 20%of respondents stating they have never purchased makeup products during a livest

26、ream,significantly higher than Thailand(8%)and Indonesia(6%).From screen to shelves158%3%4%10%8%5%19%13%18%25%21%24%19%24%29%5%4%6%6%8%7%8%20%6%ThailandSingaporeIndonesiaFrequency of livestream purchaseMore than once a weekOnce a weekSeveral times a monthOnce a monthSeveral times a yearOnce a yearLe

27、ss than once a yearNot applicableQ:How often do you buy makeup products during a livestream session?Live productdemos turn viewers into buyersLive product demos,including swatches,are the top priority for livestream viewers(23%).Brand collaborations with experts such as makeup artists and dermatolog

28、ists also hold significant appeal,ranking as the second most important factor with Singapore leading this category at 23%.Interactive giveaways and offers resonate more with audiences in Thailand(18%)and Singapore(19%)than in Indonesia(12%),where they are less of a focus.From screen to shelves1624%2

29、0%12%11%13%19%19%23%19%12%16%11%23%18%18%19%14%8%Type of contents that drive purchaseIndonesiaSingaporeThailandLive product demos including swatchesBrand livestream collaborations with experts(e.g.makeup artist,dermatologist,etc.)Interactive giveaways and offers during the livestreamBrand livestream

30、 collaborations with influencersInteractions from other viewers(comments,feedback,and discussions)Q&A about the product with the livestream hostQ:Which of the following livestream content would most likely influence you to purchase a makeup product during a livestreaming session?From screen to shelv

31、es175 5Trust in content creators:Who do consumers believe?73%64%61%57%77%56%59%55%66%58%58%55%Likelihood of watching makeup content by creator typeIndonesiaSingaporeThailandBeauty buyers put their trust in expertise,not fameQ:How likely or unlikely are you to watch makeup-related content from each o

32、f the following types of content creators?From screen to shelves18Get in touchBeauty professionals(e.g.,makeup artists,dermatologists)InfluencersProfessional makeup artists and dermatologists are the most trusted voices,with Singapore leading at 77%,followed by Indonesia at 73%and Thailand at 66%.In

33、fluencers hold strong sway,especially in Indonesia,while everyday social media users also see notable engagement.Celebrities,however,rank the lowest in consumer trust.Everyday social media usersCelebritiesFrom screen to shelves19Characteristics of creators they trustCharacteristics of creators they

34、trustGet in touchQ:Thinking about makeup-related content,what are some of the characteristics of content creators or influencers that you would trust?67%53%55%45%32%30%38%28%23%55%55%54%45%39%33%33%30%17%47%55%49%36%37%40%30%39%30%Demonstrates proven results(e.g.longevity tests,transfer proof tests,

35、etc.)Authentic reviews and not overly promotionalExpertise in beauty(e.g.,makeup artist,dermatologist,beauty professional)Similarity in skin or face typesTransparent about partnerships or sponsorshipsThe content is entertaining to watchPersonal interaction with followers(responding to comments)Engag

36、ing personalityLarger follower baseIndonesiaSingaporeThailandFrom screen to shelves206 6User-Generated Content(UGC)vs.InfluencersFrom screen to shelves21How likely are How likely are people going to people going to trust UGC over trust UGC over influencers?influencers?Consumers in APAC are on the fe

37、nce about trusting UGC over influencer,with 53%of respondents in Thailand and 54%in Indonesia expressing trust.In Singapore,the figure is slightly lower at 48%.Q:How likely or unlikely are you to trust UGC over influencer related content when deciding on whether to make a purchase of the makeup prod

38、uct?Get in touchSingapore54%Indonesia48%53%Thailand76%43%42%30%16%20%72%39%52%44%26%21%62%47%42%32%20%21%Reasons for preferring UGCIndonesiaSingaporeThailandReal voices,real impact:The power of user-generated beauty contentQ:What are the factors that make you choose UGC over influencer content when

39、considering making a purchase of the makeup product?From screen to shelves22UGC are more likely to provide honest reviews,including the pros and cons of a productThe most cited reason for preferring UGC is its tendency to provide honest reviews with 76%of Indonesians,72%of Singaporeans,and 62%of Tha

40、is agreeing.Real-life results and diverse experiences are especially appreciated in Singapore,where 52%of respondents cited this reason,compared to 42%in both Indonesia and Thailand.UGC has more variety,showing diverse skin types and resultsUGC often shows real-life results and diverse experiencesI

41、can find people similar to me in age,skin type,and lifestyle from UGC so their content might be more applicable to meUGC doesnt have commercial motives(i.e.,not sponsored)UGC helps me make more informed decisions through detailed reviews and comparisonsBeauty buyers value influencers for discussions

42、,not just reachSoutheast Asian consumers trust influencers for discussions,especially in Thailand(35%)and Singapore(31%).Curated reviews matter in Singapore(32%),while high-quality content is key in Thailand(33%).A large follower base is the least important trust factor.Q:What are the factors that m

43、ake you choose influencer over UGC content when considering making a purchase of the makeup product?From screen to shelves23Get in touch20%27%22%29%25%24%24%31%32%24%26%24%28%19%35%29%33%28%30%20%21%Reasons for preferring influencersIndonesiaSingaporeThailandInfluencers provide opportunities for dis

44、cussion through comments and replies on their contentsInfluencers review products that are carefully curatedInfluencers contents are more high-quality and professionally producedInfluencers are better-experienced in reviewing productsInfluencers I follow share similar facial features or skin conditi

45、ons to mineInfluencers have already built a large and trusting audienceInfluencers are established brand partners24Key takeawaysKey takeawaysConsumers actively seek reviews and brand insights.Indonesians frequently look for reviews or UGC after watching makeup content,while Singaporeans are more lik

46、ely to save videos for later.In Thailand,visiting brand websites or social media is a common next step.From screen to shelvesLivestreaming is gaining traction,especially in Indonesia and Thailand.Regular viewership is highest in Thailand(49%)and Indonesia(42%),with Singapore trailing at 28%.Makeup p

47、urchases via livestreams are frequent,with 24%of consumers buying at least once a month,driven by stronger engagement in Thailand and Indonesia.Consumers turn to UGC and influencers for trusted reviews.Beauty professionals,such as makeup artists and dermatologists,are the most trusted creators,espec

48、iallyin Singapore and Indonesia.The most valued traits in creators include proven results(57%)and authentic,non-promotional reviews(54%).UGC is preferred for honesty,diversity,and relatability.70%of consumers believe UGC offers more honest feedback,and half trust it over influencers.However,both rem

49、ain influential in purchasing decisions.Influencers drive discussions but are seen as less authentic.Influencers are valued for sparking conversations(31%)and producing high-quality content(28%),but their recommendations are viewed as less genuine than UGC.25Robust research,Robust research,for every

50、 budgetfor every budgetand timelineand timelineExplore research solutionsElevate decision-making with our suite of reality-powered research solutions.From quick surveys to in-depth research,we help you uncover consumer behavior,trends,and sentiment.Make data-driven decisions and stay ahead in todays

51、 market.From screen to shelves26MethodologyMethodologyGet in touchThe data from this study is taken using YouGov Surveys:Serviced,which provides quick survey results from nationally representative or targeted audiences in multiple markets.This study was conducted online on 19th December 2024 7th Jan

52、uary 2025,using a questionnaire designed by YouGov.For this report,the following population representation was used:MarketSample size(n=)RepresentationIndonesia2,049Online Representative(18+)Singapore2,143National Representative(18+)Thailand2,032Online Representative(18+)From screen to shelvesYouGov

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