Mr Anuruth, Ms Permying, (second from left) and staff display The British Dispensary's wild Thanaka cooling powder.
The British Dispensary Consumer Plc, the Thai producer of cooling powder under the Snake brand, will spend 200 million baht to promote the product this summer.
President Anuruth Vongvanij said the company recently launched a new cooling powder formula with wild Thanaka, targeted at both men and women.
Thanaka is a yellowish-white cosmetic paste made from ground bark, popular among people in Myanmar, who apply it on the face.
The company will allocate 200 million baht to promote the wild Thanaka powder this year.
The new product is targeted to raise 100 million baht in sales this year, which would driving Snake's market share to 30% from 25% of the total cooling powder industry, worth 2 billion baht.
Permying Vongvanij, the company's managing director, said the wild Thanaka cooling powder does not only help brighten skin colour but also control oil and prevent pimples, blemishes, dark spots and wrinkles.
The wild Thanaka powder is being sold mostly online, at 80% of sales, and 20% in retail stores, as consumers are now tend to buy more products through online channels.
An advertising campaign will be launched on Facebook, Youtube and Instagram with the hashtag "to invite people to Tah Na Ka" (a play on "Thanaka"), while offline marketing will focus on out-of-home media to create mass awareness.
Ms Permying said the company expects a warm welcome for this new product because it believes Thai consumers not only buy products based on low prices but also quality, despite the economic downturn.
The company hopes the new product will become a "must have" item for foreign tourists, particularly the Chinese.
She said Thailand is a tropical country, so cooling powders can be sold throughout the year. The cooling powder industry has annual growth of 2-4%, but the growth of Snake brand exceeds 10% a year.
The company also launched cooling tissues to cater to active lifestyles.
No comments:
Post a Comment