A homegrown brand which has progressed multi-nationally, Tohtonku is well-known for more than 15 major brands under its wing, which includes Nanowhite. The company started with just one product in the early 1980s and eventually widened its product range to include toiletries, skincare, oral care and many other household products.

Having realised a potential within the teenage consumers for their ‘Nanowhite Fresh’ product line, the company engaged with Vase.ai to better understand this consumer segment.

Their objectives were to learn how they could be a top of the mind brand among teenage consumers and understand their needs and motivations. To drive brand growth within this segment, Tohtonku wanted to be aware of how and where these consumers consume media and what pain points, if any, that they were currently facing.

Vase.ai designed a research framework encompassing 4 categories from basic to deep-dive methods. Each category played an integral role in learning consumer purchase behaviours through a conscientious goal to understand their emotional drivers and motivation behind purchases.

A total of four online focus group sessions were organised, with groups of two that included different criteria within our consumer segment. Respondents were all female, of Malay and Chinese races, aged between 17 to 21 years old, and from key market centres within Klang Valley, Penang and Johor Bahru. These consumers have used at least one skincare product or are interested to start using a skincare product in the next year.

Engagement with these young consumers helped Tohtonku gain insights on daily products which are popular among young adults and the difference in the variety of brands used between both Chinese and Malay races. Consumers revealed that they use a variety of products based on family and friends recommendations. They also believe that each brand possesses its own strengths and due to this they opt for a combination of products between brands. Many, on the other hand, simply like trying new products to continuously identify the best fit for their skin.

Most importantly, Tohtonku learned the most sought after benefits in any skincare product, consumer source of inspiration and their ultimate desired goals in their skincare regime.  

7 key takeaways


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