Bangkok--1 Jun--Aziam Burson-Marsteller
Some 100,000 women have already participated in Unilever Thai Trading Co., Ltd.’s Citra’s Check with Film, Shake with Film campaign. Debuting a month ago, the campaign features a nationwide roadshow to allow women to test their skin condition with a specially-designed skin test film as well as an exclusive Citra concert featuring red-hot star Film
Rattaphum that allows Citra fans to shake with their favorite man. The company expects Citra will attain a 25% share of the total skin care market by year’s end.
According to Mrs. Wannipa Bhakdibutra, Vice President - Personal Care of Unilever Thai Trading Co., Ltd., the Check with Film, Shake with Film campaign challenges consumers to prove whether the whitening lotion they are using is really of good quality compared to Citra whitening lotion.
“Amidst intense competition in whitening skin care market, many consumers tend to falsely believe that all whitening lotions are the same. In reality, a fine whitening lotion should both whiten the skin naturally and provide skin nourishment to offer soft and smooth skin that is free of white flakes,” explained Wannipa.
“The Check with Film, Shake with Film campaign has gained overwhelming acceptance from women nationwide,” continued Wannipa. “Citra has invested over 100 million baht in this marketing activation in an effort to challenge Thai women to experience and prove the product quality of Citra whitening lotion. We expect this campaign will help drive total Citra’s share of the total skin care market up two points to 25% by the end of this year.”
Of the total skin care market valued at 3.9 billion baht, the whitening segment accounts for 53%. Citra has been the market pioneer in the body-whitening segment in Thailand since 1996 and has constantly driven market growth with a 38% share in this particular segment.
Another feature of this campaign is the “Shake with Film” concerts to reward Citra fans. The company is organizing two special concerts with Thailand’s hottest star, Film Rattaphum. The concerts are scheduled to take place on Saturday, 17 June at Chiang Mai’s 700-year stadium and on Saturday, 24 June at Big C Khon Kaen.
“Citra fans can easily join and shake with Film by simply showing a 50ml or larger package size of any Citra formula for one free ticket to the Film concert,” concluded Wannipa.
Film Rattaphum Tokongsub has assumed the roles of presenter for Citra White’s campaign to urge Thai women to own and show off their white and beautiful skin. “I encourage Citra girls to take care of their skin, keeping it white, soft and refreshing so they can show it off at the Citra Check with Film, Shake with Film concert. I guarantee you will enjoy the great excitement of this event.”
The skin test roadshow continues to run until 21 June. Women who want to experience Citra’s product efficiency can test their skin condition at Citra caravans, Citra booths or leading department stores nationwide until the end of June.
Date Activities Venue
3-5 June Mobile caravan Khon Kaen
10 June Mobile caravan Ubon Ratchathani and Chon Buri
8-14 June In-store Tesco Lotus — Chon Buri, Ayutthaya, Bangkapi,
demonstration Rama II, Chiang Mai and Korat stores
booth
15-21 June In-store Big C — Rangsit, Huamark, Ladprao, Samrong,
demonstration Phitsanulok and Khon Kaen stores
booth
About Unilever’s Body Care Products
Unilever Thai Trading Co., Ltd. leads the body care market with two strong brands — Citra and Vaseline. It has consistently won the trust of Thai women for over 20 years with its wide range of product innovations to meet the demands of a diverse set of consumers.
Citra is designed specifically for consumers who prefer natural innovations. Citra has successfully pioneered the skin-whitening segment.
Citra is available in four variants including 1) Citra UV White for fair-to-medium skin shades, 2) Citra Extra White for darker shades of skin, 3) Citra Extra Nourishing for dry skin and 4) Citra Smooth & Glow for smooth and glowing skin.
Vaseline is a highly acclaimed body skin care expert and can help skin achieve a healthy look and feel. Vaseline’s products include 1) Vaseline Healthy Skin with soya milk protein and vitamin E for dry skin, 2) Vaseline Whitening UV Lotion with yogurt combination for healthy light skin, 3) Vaseline Firm & Fit for firm skin, 4) Vaseline Total Age Defense for mild skin, 5) Vaseline Healthy Protection Sun Block for UV protection for facial and body skin, 6) Vaseline Healthy Hand & Nail for hand and nail nourishment, 7) multipurpose Vaseline Petroleum Jelly and 8) Vaseline Harmony soap for clean and healthy skin.
For further information, please contact:
Satida or Woranuch
Aziam Burson-Marsteller
Tel: 0 2252 9871
E-mail: [email protected]
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