Bangkok--22 Mar--Polyplus PR
Smooth E Co. Ltd. enhancing its role as a leading skin care product company is going to move forward with a 3.0 marketing strategy under the campaign “Smooth Teens Challenges” by inviting the superstar Byrd Thongchai to inspire teens aiming to reach its product sale of 10% before the end of the year.
Pharmacist Dr.Sangsook Pitthayanukul, as Smooth E Executive Board Director, announced that; “in a big picture, skin care products grows by 10.8% from the personal care market. In 2011-2012, Smooth E grows by 20% and in 2013, our aim is to grow 10% with customers’ age range of 15-35 years. Our products are classified into cleanser and moisturizer, each of which is aimed at different target groups with different skin problem and age range. They are generally trustworthy and clinically tested to ensure safety. As a result, they have been continuously renowned. Smooth E is successful in terms of marketing thoroughly ranging Smooth E 1.0 emphasizing products and Smooth E 2.0 emphasizing branding and positive emotions, which can be seen in our advertisements and in the media.
In this year, Smooth E 3.0 is launched under the Smooth Teens Challenges featuring ideas that Smooth E comes up with relationship and growth for a long time. That is why we understand teenagers thoroughly. When our companyprospers, we wish to benefit the society by solving problems affecting teenagers, especially Smooth EQ because true happiness depends primarily on EQ than IQ. It is possible that those with high IQ might not achieve success in life. Therefore, it is time for the E generation emphasizing the construction of EQ and accessibility as well as enhancing a better understanding of teenagers’ feelings. They might be misled into thinking that no one understands them. Consequently, they might be lonely and turn to inappropriate behaviors; such as drug addiction. During teenage years, they also face lots of challenges. The company, in co-operation with their families, determines to lead them to the right way while taking them away from wrong ones. These actions are likely to change their lives forever. Therefore, superstarThongchai “Byrd” McIntyre is invited to become the brand idol for teenage generations in lifestyle, working, way of living. By the way, in terms of marketing for the year 2013, the 350 million baht budget is allocated to launch the Smooth Teens Challenges campaign or approximately 1 million baht per month continuously for 10 years.
However, in the process of marketing or specifically Smooth E 3.0 is a continuous campaign as a social service to improve the lives of teenagers. It might not be possible to help them all. With 10 out of 1,000 teenagers, this campaign is considered a great success beyond monetary value. In launching the campaign, we put human happiness before profit because value lasts longer than anything else.
Meanwhile, Thongchai “Byrd” McIntyre, as the brand’s idol for Smooth Teens Challenges said; “we could be successful not only because of our effort but also of our allies around us who know how to motivate us into the right way. I understand that teenagers have different views. They also encounter different problems as they live in different environments and societies. They might think that no one understand what they think. Thinking differently is not bad. One of our goals, therefore, is to make their problems heard.”