Bangkok--21 Nov--Pr Solution
Cute Press declares that it does not rely on seasonal marketing, introducing a new ‘Cute Press Lustrous’ set in the make-up product line this winter to attract consumers who are apparently newly graduate working women. The highlight of the set is its foundation powder which offers trendy customers who are after a lightweight product which provides coverage and UV protection (SPF 15) at the same time. The company prepares a budget of 40 million baht for impressive advertising and promotional activities with hope to boost sale revenue of up to 963 million baht by the end of this year.
Mr. Vichien Kulvaraporn, Director of SSUP Bangkok 1991 Co., Ltd. Cute Press’s brand proprietor, said since the beginning of this year Cute Press had adopted proactive marketing strategies, and succeeded in strengthening the Cute Press brand under the new beauty philosophy ‘Cute Press- Searching World’s Best for Your Beauty’. The company introduced top-selling products in each category in several new markets such as Jet Set mascara, Evory Two-way Powder Cake, Sweet Musk Body Lotion as well as launched a new product— Cute Press UV Expert Protection(SPF 50). The company had already spent a budget of 110 million baht for below-the-line marketing activities including buying advertisements through several media such as newspapers, magazines and TV programs. Moreover, it bought 30 new cars for mobile promotional campaigns nationwide. All of these activities were successfully welcome by consumers at all levels and in order to boost up sale volumes for the rest of the year, the company prepares to introduce ‘Cute Press Lustrous’ to the market this November which apparently is the winter season. With full scale of marketing strategies, the company is confident that the sale revenue will reach 963 million baht by the end of this year.
“ ‘Cute Press Lustrous’ is regarded as one of the most popular make-up products available in the market. Most of the consumers are working women from age 22 who are selective on high-quality foundation powder and lipstick. Those who prefer lightweight make-up with a total coverage will think of and love ‘Cute Press Lustrous’ as it offers a natural beauty look for users. Cute Press Lustrous product line consists of; Fairness Cake Sun Protection SPF 15 which can help conceal wrinkles and skin pores, as well as protect skin from sunbeam as it contains SPF 15 sunscreen, Moisture Balance Compact Powder which moisturizes skin without oily feel as it is an oil free formula, and Corrective Concealer which comes in a form of stick and two types of Lipsticks. Each of them contains six different color shades. One is Matte Lip Color with vitamin E and the other is Moisturizer Lip Color—colorful lip gloss with moisturizer. The launch of ‘Cute Press Lustrous’ set during the winter season is to indicate that this product line can be used throughout the year in every season.”, Mr. Vichien said.
He also added “Cute Press is not concerned with seasonal marketing when it comes to implementing the marketing strategy. The company determines to impress its customers by offering product samples. This below-the-line marketing campaigns can help it pinpoint to the right target users, together with TV advertisements which can also help build brand awareness among users and boost up revenues. Sale volumes in each category have increased especially in skincare and make-up products with 8 and 18% growth respectively and overall product sales is increased up to 7% from both new and loyal customers nationwide. The previous TV advertisements include ‘Hold the Tear’ for Jet Set Mascara, Blackmail for Evory Two-way Powder Cake, ‘Camping’ for Sweet Musk Body Lotion and ‘Sea Ghost’ for Cute Press UV Expert Protection (SPF 50). And for ‘Cute Press Lustrous’, it will break in to the market with a new TV advertisement series—‘Chinese Opera’ which will reflect the high quality products. Presented in a comedy style, the company is confident that this new TV ad will attract viewers’ attention and remember the products easily. The ‘Chinese Opera’ TV ad will hit every TV station at the end of November onwards.
“Currently, Cute Press is approaching its 30-years operations with a mission to produce high quality products as well as continue to bring new innovations from all over the world and add into every product like the saying through its brand philosophy—‘Cute Press -Searching World’s Best for Your Beauty’. The company also focuses on research and development activities and human resource development as it invites beauty and cosmetic professionals from Japan to hold various seminars and workshops for the company’s researchers. In addition, packaging development is another important thing that the company is concerned with as it always adjusts packaging of all products for a better standard with hope to attract consumers in a long run. With regards to the direct-sale cosmetic market in 2007, Cute Press believes that there is still room to grow despite this year’s economic slowdown as well as current flood problem.”, Mr. Vichien concluded.
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