LINE Hosts Beauty Business Seminar on Marketing Strategies to Engage Thai Consumers

LINE Thailand continues to support entrepreneurs and marketers by hosting a major seminar and workshop event titled LINE BEAUTYTECH 2026. This aims to prepare Thai beauty businesses to cope with the increasingly fierce competition today, particularly the market entry of K-Beauty, J-Beauty, and C-Beauty brands. This seminar focuses on imparting marketing strategy knowledge through the concept of "From First Touch to Repeat Love," which will transform business operations from merely focusing on generating sales to designing experiences at every moment to build good relationships, leading to repeat purchases and long-term brand growth.

Ms. Priew Kaninkorn Na Ayutthaya, a representative from the New Business consulting team at LINE Thailand, provided interesting information that the beauty market in Thailand is worth a massive 400 billion baht and continues to grow steadily. Today's consumers spend more cautiously and expect brands to understand their in-depth needs. Building emotional engagement has therefore become the key that drives customers to return to the same brand. Insights also indicate that over 60 percent of loyalty programme members are significantly more likely to spend more than general customers. Furthermore, the use of messaging APIs by beauty brands on the LINE platform has grown by 41 percent compared to the previous year, which clearly shows that Thai entrepreneurs prioritise CRM and personalised communication.

Diverse Consumer Behaviours and Brand Adaptation

Understanding the different needs of customers across various digital touchpoints is unavoidable. Beauty customers on LINE can be divided into three main groups: Spontaneous Browsers who make quick decisions and love promotions, Enthusiasts who enjoy searching for a diverse range of products, and Extreme Shoppers who focus on the reliability of premium products. Meanwhile, Mr. Waratat Supakit from Wisesight Thailand added that business opportunities are not limited only to the younger generation, but also include Gen X and Gen Y who possess high purchasing power. Each age group has different beauty concerns; for instance, Baby Boomers worry about grey hair, while Gen Z faces acne problems. Therefore, brands cannot use a single method to communicate with all target groups.

Four-Step Strategy to Build Long-Term Engagement

A representative from Digital Tips advised marketers to shift their mindset on creating a customer journey through four key steps, starting with Discover Better, which involves finding a connection with the customer's pain points to generate interest. Next is Nurture Trust, to clear up micro-questions and build customer confidence. After that is Move to Action, to reduce obstacles at the moment of buying intent and make purchasing as easy as possible. The final step is Build Repeat Love, by using data for retargeting. The LINE platform has business tools such as Business Manager and LINE OA that provide support from creating awareness through to closing sales via MyShop, which brands like Madame Fin and AES Class Clinic have used to manage target groups, successfully increasing sales and CTR rates in a concrete manner.

The content of this news is of interest to business event organisers, beauty entrepreneurs, and marketers looking to update on trends and discover new strategies to reach Thai consumers. Studying this information will help brands build sustainable relationships and drive stable business growth amidst the intensifying daily competition.