CPN expands beauty and wellness push, partnering with 690 brands to tap Thailand’s fast-growing longevity-driven market.
Thailand’s largest commercial property developer and operator of Central shopping malls, Central Pattana Public Company Limited (CPN), is deepening its investment in beauty and holistic wellness as consumer demand shifts toward longevity, preventative care, and personalized services.
Announced on 19 December, CPN’s latest strategy positions beauty and wellness not as discretionary retail categories, but as long-term lifestyle investments.
The company is rolling out “THE UNLIMITED BEAUTY 2025” campaign in partnership with Galderma, a global leader in aesthetic medicine, and more than 690 beauty, wellness and fitness brands nationwide.
Running across Central shopping malls and Esplanade locations until January 11, the campaign is designed to capture spending during the year-end “Golden Period”, when consumers traditionally invest in health programs and beauty courses ahead of the new year.
At the heart of CPN’s expansion is a clear market signal: beauty and health are no longer separate categories. According to Dr Nattakit Tangpoonsinthan, Chief Marketing Officer of CPN, consumers are moving beyond surface-level aesthetics.
“The beauty and health industries are currently undergoing a clear convergence. Consumers are no longer solely focused on external beauty but prioritize holistic wellness – from the inside out – including antiaging and improving quality of life. This is a major global trend,” he said.
This convergence is closely tied to the broader longevity movement, which emphasizes disease prevention, sustained vitality and quality of life across the lifespan. For retail operators, this means longer customer engagement cycles and higher lifetime value, particularly among affluent consumers.
Thailand’s beauty market continues to expand at an average annual rate of 5.45%, driven by rising health awareness across age groups [1]. While mass-market demand remains strong, growth is increasingly driven by high-income consumers willing to pay a premium for safety, efficacy and measurable outcomes.
Industry estimates place the addressable beauty and wellness opportunity at around 1.7 billion baht ($54 million), with the “wealth segment” emerging as a critical driver of spending. These consumers are less price-sensitive and more focused on long-term results, making them a key audience for medical-grade aesthetics, anti-aging treatments and integrated wellness programs.
Nattakit noted that research from The 1 Insight shows this group is not simply buying products.
“The Wealth Segment is not just looking for products, but also for superior service experiences with tangible results,” he added.
To respond to this shift, CPN is expanding collaborations across a broad spectrum of services. The 2025 campaign brings together medical clinics, cosmetics brands, spas and massage providers, salons, multi-brand beauty retailers and fitness operators under one coordinated platform.
This breadth allows CPN to function less like a traditional shopping destination and more like a curated wellness ecosystem. Consumers can move seamlessly from consultation to treatment, recovery and ongoing maintenance – all within the same retail environment.
The strategy also reflects CPN’s strength as a landlord to large-scale beauty institutions and health-related services, enabling it to set standards for tenant mix, service quality and customer experience.
The final quarter of the year is widely regarded as the Beauty Golden Period, when consumers are most receptive to purchasing wellness packages and long-term treatment plans. CPN is leveraging this window by working with financial institutions and leading brands to offer targeted incentives to stimulate retail cash flow.
For investors, this timing matters. Year-end campaigns tend to generate higher average transaction values, particularly in medical aesthetics and wellness subscriptions, compared to traditional retail categories.
CPN’s beauty and wellness expansion signals more than a seasonal marketing push. It reflects a long-term bet on longevity as a structural growth theme, one that aligns real estate, data-driven customer insights and evolving health behaviors.
By positioning its malls as destinations for sustained well-being rather than short-term consumption, CPN is reinforcing its role as a platform for lifestyle services with recurring demand.
In an era where aging well is becoming both a personal and economic priority, the company is placing itself squarely at the intersection of retail, health and longevity.
