Consumers, particularly women, pursue beauty and health in order to uphold their image within society, which has contributed to consistent demand for cosmetics. The cosmetics market, driven by globalization and cultural exchange, sees Thai cosmetics gaining popularity among Chinese women. There has been a significant rise in the popularity of Thai cosmetics, known for their natural ingredients and innovative formulations. With a growing interest in cross-cultural consumer behaviour, particularly in the context of skincare and make-up products, understanding how different age groups perceive and choose Thai cosmetics is crucial for effective marketing strategies. The main issue is the development of consumer preferences over time among Chinese women who have only recently been given the opportunity to choose among many brands. This qualitative study explores the intergenerational differences in Chinese female consumers’ preferences for Thai cosmetics, aiming to uncover rich insights into their perceptions, attitudes, and behaviours. The target population is female Chinese who have visited Thailand and purchased or used Thai-branded cosmetics. Key themes emerge regarding the perception of product efficacy, the cultural authenticity and the role of digital media and trends in influencing product choices. Findings highlight nuanced generational preferences, with older cohorts emphasizing trust and familiarity with established brands, while younger cohorts prioritize innovation, sustainability, and personalized beauty experiences. These insights provide valuable implications for marketers seeking to tailor strategies and product offerings to engage effectively diverse generational segments within the competitive cosmetics market.

This study explored the competencies required for informal community leaders to effectively promote health within Thai communities, employing an exploratory sequential mixed-methods design. The qualitative phase, comprising in-depth interviews with thirteen community leaders, identified four critical domains of competency: basic health knowledge, communication skills, network building, and cultural awareness. These domains were subsequently validated through second-order confirmatory factor analysis, which confirmed their reliability and construct validity. The findings highlighted the pivotal role of these competencies in enabling community-led health promotion initiatives. This research provides a robust, evidence-based framework to inform the development of training programs, policy strategies, and targeted interventions aimed at enhancing health outcomes within Thai communities.