Bangkok--2 Dec--Carl Byoir & Associates
Combining radiant complexion and melasma prevention in one product; newscaster Kraten Waraporn Sompong selected as presenter for new TV advertising campaign
Pan Rajdhevee Group Public Company Limited is pushing its business forward despite the current economic slowdown with the launch of its new ‘Pan Melasma Whitening’ cream. The new product features Pan Cosmetics’ patented and innovative ‘P Code Block’ skin technology which brings customers closer to achieving the pure and radiant complexion they desire.
To mark the launch, the company is also employing famous newscaster Kraten Waraporn Sompong to act as the public face of the product in TV commercials and to appeal to widespread audiences. The company expects sales revenues of Pan Melasma Whitening to reach 300 million baht within the next two years, and foresees the whitening market to grow by 6% during this year alone.
Mr. Pornchai Piriyabanjurd, General Manager of Pan Rajdhevee Group Public Company Limited, the manufacturer and distributor of Pan Melasma Whitening, recently revealed that the total skin care market in Thailand has grown by 9% to 8,000 million baht during the last 9 months. Out of this, the whitening segment has grown by 50% and the anti-aging segment by 40%. Despite the current global economic recession, increasing consumer awareness of new whitening technology and the importance of skin protection means that positive growth is still predicted for the whitening segment. Indeed it is with his in mind that Pan Cosmetics, with an established expertise of over 30 years in the skin-care industry, is taking this opportunity to introduce its new Pan Melasma Whitening product, which stands out from the competition thanks to its innovative ‘P Code Block’ technology that has been tested and clinical proven by Pan’s experts for use on Thai skin-types.
The company is aiming to reach its mass target group with a marketing budget of 50 million baht, which will include a television commercial campaign featuring Kraten Waroporn Sompong as a product ambassador. The well-known newscaster was selected since she accurately represents a modern working woman who regularly faces air pollution during her daily routine that can harm her skin. As the only whitening product on the market that has been designed to help tackle this problem, Pan Melasma Whitening with its P-Code Block technology can not only help protect users’ skin, but also ensure a radiant complexion and reduce melasma.
In addition to the TV commercial campaign, Pan Cosmetics marketing will also include a series of special promotions at 300 sales-points nationwide and the company will appoint a special sales team for launching the new product at retail shops in Bangkok and the outskirts. Promotional materials and sales stands have already been installed at all major retail shops in time for the TV commercial’s debut and to further celebrate the launch, the first one million packs of Pan Melasma Whitening will include a free skin color-testing chart for consumers to test their skin themselves.
“Despite the current economic slowdown in the country, we are seeing that most Thai women are still concerned about their appearances and are willing to spend money for retaining their beauty,“ added Mr. Pornchai Piriyabanjurd. “I am confident that Pan Melasma Whitening will be the number one choice for Thai women who want to achieve a naturally radiant complexion. The product is expected to reach total revenue to 300 million baht within the next two years and will encourage the whitening market to grow another 6% this year.”
Pan Melasma Whitening cream is priced at 450 baht and is available now at discount stores, supermarkets, shopping centers, drug stores and Pan Clinic branches nationwide.
For further information, please contact;
Duangrat Ratanaamnuaisiri, Suphada Chaiwong
Carl Byoir & Associates
Tel. 0-2627-3501 ext.207 or 209
Fax. 0-2627-3510
Email: [email protected], [email protected]