英敏特：2025年东南亚美妆品牌市场制胜策略研究报告（英文版）

Serum NPD continues to grow steadily and is the most popular format in SEA. 76% of Thai consumers say they use serum to prevent skin issues. Consumers typically perceive serum as more efficacious and prefer its less occlusive nature. Gel/jelly format NPD is also increasing, gel textures can enhance cooling and hydrating claims. That said, how should brands position skincare to win in the region?