Bangkok--5 Aug--Kanokrat & Friends
LABSTORY, the global cosmeceutical products of Korea and the world’s leading in beauty innovation, plans to penetrate the Thai market with the launch of offensive brand building strategy, and highlighting the key selling point as the cosmetics brand widely recognized and used by Korean superstars. LABSTORY’s facial whitening product will be available for the first time at all Watson’s stores throughout the Kingdom.
Thawairin Lamliengpol, Managing Director of Intra Power Co., Ltd, importer and distributor of LABSTORY cosmeceutical products from Korea, reveals that imported cosmetics and cosmeceutical products have played a significant role in Thailand’s beauty market, according to a statistic report conducted by the Custom Department, which has shown a sustainable increase in import volume of cosmetics products every year.
Premium cosmetics brands especially from Korea have strong advantage due to superior quality and the popularity of Korean culture in Thailand, including films, Korean stars, and music, as well as beauty business, which have successfully entered into the Thai market since 2004 and enjoy strong trend of continuous growth. Many Korean cosmetics brands have been launched into the Thai market quite rapidly to serve increasing demand of local consumers. For this opportunity, Intra Power Co., Ltd, has signed business cooperation agreement as importer and distributor of LABSTORY products in Thailand. The company has been trusted by LABSTORY Ltd (Korea) as their exclusive distribution in Thailand.
With the company’s capability in having strong business network in Korea, including its concrete business fundamental in importing of leading medical products and equipments, and successful in-bound tourism business in Korea, together with a good credibility in the LABSTORY brand, which is known and recognized by consumers around the world due to its premium quality as being developed by strong research team, consisting medical experts in skin care and surgery, make-up artists, scientists in skincare and cosmetics, who have joined in researching and developing new formulas and technologies specifically for Asian skin, Intra Power Co., Ltd, has introduced the LABSTORY products into the Thai market starting from skin-care range, which is Multi Perfection Set, the four innovative products for white and no-wrinkle skin. The set consists of skin toner, skin serum, rejuvenating cream, and eye perfection cream. In addition, the company has also launched the products in BB series, which are quite popular in Asia. The first launch of LABSTORY products is to penetrate the cosmeceutical market in Thailand and to cash in on the Korean fever in Thailand, which is on trend at the moment.
The outstanding features of “LABSTORY” is its amazing result in creating white and bright skin with wrinkle-free, with strong nutritional value of extracts in “Gynostemma Pentaphyllum” founded from the plants on Korea’s Jeju Island, which is three to four times better than ginseng in term of performance and efficiency in reducing inflammation and scar. The product has received patents from many international institutions due to its ability to change skin color to white and bright, which is 100 times higher than Arbutin. “Gynostemma Pentaphyllum” is an active agent only in LABSTORY products under its state-of-the-art manufacturing process of COSMAX Inc’s factory in Seoul and Jeju Island, which are the production sources of leading cosmeceutical products in Korea and for exporting around the world. The LABSTORY products have been contained in special packages, which have been designed with “Airless Pump” technology, which help preserve the value of skincare agents for maximum quality, with a classic look in white and silver tone color.
With outstanding features, which are its apparent marketing advantage, the company has positioned LABSTORY as premium cosmeceutical brand and target at upper-income consumers. LABSTORY will be locally introduced as the number cosmeceutical brand being used by Korean superstars. Disclosing a secret of white and bright and wrinkle-free skin via Kim Yun Hee, a Korean superstar, who has been LABSTORY’s latest presenter, who will endorse the key target customers of modern women, aged between 18 and 45, who love to take care of themselves. LABSTORY cosmeceutical products will be available at all Watsons stores throughout the Kingdom, which enable individual consumers to access conveniently. Offensive brand building strategy will be held to raise local awareness through various media and public relation activities, both above and below-the-line, including print media, radio, online media and social network, and website, which are high speed, widely used and fit in truly with modern people’s lifestyle. Point-of-purchase activities will be conducted including sample giveaways to promote product education and trial. Lately, the company has caught up social networking trend to build its customer network by giving away free testers of LABSTORY Multi Perfection Serum, together with discount coupons worth 100 baht each, to social networking users, who click ‘Like’ and answer the following question: “What is LABSTORY in your thoughts?” via www.facebook.com/labstory.thai Participants of the campaign can receive LABSTORY Multi Perfection Serum tester and 100-baht-worth discount coupon free of charge at Watsons stores nationwide throughout August, this year.
With strong success of LABSTORY brand, which is not only admired by Korean superstars, but also mostly preferred by well-known celebrities from China, Taiwan, and Japan. The cosmeceutical market in Thailand is anticipated a big growth of more than 20% this year. Intra Power is also confident that LABSTORY will receive very positive feedbacks from the Thai consumers. The company will allocate 10 million baht of marketing budget to spend for LABSTORY during the local launch period. The brand is targeted to generate sales at 30 million baht in the first year. For the future plan, the company will focus on expanding customer base with attractive promotions and road show activities at the points of sale and major office buildings throughout the country, as well as workshops to create direct experiences to target customers. Furthermore, free product samples will be given away through leading media, together with continuous import of new innovative products, both in skincare and cosmetics, into the Thai market to create variety in their product offerings and in order to serve the ultimate demand of Thai consumers.