Bangkok--1 Jul--Aziam Burson-Marsteller Unilever is revitalizing its Citra brand with a total revamp of the product’s formulation and packaging. Highlighting its Asian Natural Secret ingredients, the company has introduced “Citra Lasting White UV”, the first of the new Citra range, to the body whitening segment to meet the needs of women nationwide. With an innovative ‘pearl’ blend that naturally whitens complexion and gives skin long lasting whiteness and radiance, the new product is anticipated to strengthen Unilever’s body care portfolio, while doubling the distance between Citra and its rivals. Mrs. Wannipa Bhakdibutra, Vice President, Home and Personal Care, Unilever Thai Trading Ltd., said, “The Citra brand revamp marks the most significant change for Citra in Asia in the last four years based on a new eye-catching packaging design and innovative reformulation of the entire Citra body care lotion platform. Recent consumer research showed that the Citra packaging revamp could generate 87% in incremental consumer attraction while strengthening Citra’s position as a modern brand that hits the hearts of target consumers who believe in natural solutions.” “Skin whitening is the largest and continually growing segment at value 2,200 million baht in body care lotion market. Citra is the pioneer and has retained its leadership with 38% market share. We therefore decided to launch the new Citra in this segment first before unleashing additional products into other segments. Nationwide volume of lotion is projected to be higher in the areas of entire body application and consistent use for all-year body care and nourishment. This will strengthen Unilever’s leadership in the 4,500 million baht body care market, with a 45% share,” said Mrs. Wannipa. According to Mrs. Pakachat Taychaburapanone, Market Development Director — Skin, Unilever Thai Trading Co., Ltd., “All new Citra products were exclusively developed to contain proprietary Asian Natural Secret ingredients. The major component of the two Citra Lasting White UV formulas is Chinese Pearl Powder, the secret to skin nourishment that naturally beautifies the skin. Citra provides premium skin absorption and nourishment, naturally whitens the skin and makes skin radiant for longer. With the addition of UV protection, new Citra Lasting White UV shields the skin against UV and dark spots and it is ideal for all skin types and environments in Thailand.” “Citra has developed a 360 degree marketing communication program with an investment of 80 million baht. The new commercial called “Secret Weapon” was developed based on consumer insights and shows that with good body skin care, women are more confident and ready to do good things for others. A sampling troop will be on tour to give away 500,000 product samples at booths and road shows in leading supermarkets, universities, office buildings and popular hangout sites so consumers can experience for themselves the effectiveness of the new Citra,” concluded Mrs Pakachat. You can now experience the benefits of pure natural pearl with the new Citra Lasting White UV Body Lotion. The new Citra whitening range includes Citra Lasting White UV Body Lotion (in pink bottle) for white skin and Citra Lasting White UV Extra Body Lotion (in orange bottle) with the double pearl blend for semi-dark skin. They are available in the following sizes; 9 ml, 50 ml (for Pink variant only), 150 ml, 250 ml and 400 ml at the prices of 5 baht, 28 baht, 59 baht, 109 baht and 145 baht respectively at supermarkets and retail shops nationwide. About Unilever The Unilever Thai Group of Companies is a fast-moving consumer goods company with a strong presence in Thailand for more than 70 years. Unilever offers Thai consumers a wide range of leading brands in four categories. Home Care products - Breeze, Omo and Surf detergents, Comfort Fabric softener, Sunlight dishwashing liquid, Vim floor cleaning products. Personal Care Skin Care and Cleansing - SunSilk, Clinic Clear hair care products; Axe, Rexona deodorant, Close-Up toothpaste and Dove. - Pond’s, Vaseline, Citra skin care products and Lux. Ice Refreshment and Foods include Wall’s Ice Cream, Knorr, Lipton and Bestfoods, and Unilever Network. For more information, please contact: Saraporn Thitatarn or Duangnead Chevavichavankul Aziam Burson-Marsteller Tel. 0 2252 9871 Email: [email protected]