New Barbie cosmetics, clothes hook local teens
With the launch of Barbie bags and Barbie cosmetics here, Thailand has become the second Asian country, after Japan, in which the world's most famous doll makes a leap from stores' toy sections to their cosmetic counters and fashion zones.
"Almost every Thai girl knows about Barbie, which is why there is a big opportunity for Barbie products in the Thai market," said Sherene Thanaphathanawiboon, general manager of Kids & Teens Co Ltd, which obtained the exclusive distribution licence for the products in Thailand from US toy giant Mattel Inc. "Barbie has a history of more than 45 years. It's the leading girl brand in the world," Sherene added. Kids & Teens plans to place Barbie bags and cosmetics collections on the shelves of more than 40 retail chains and malls by year-end. Its "aggressive marketing strategy" includes Bt3 million worth of magazine advertising that will coincide with sales promotions and Barbie workshops, Sherene said. "Compared to other fashion brands, Barbie can better represent beautiful women, who are trendy at all times," she added. "Today's teenagers love to get dressed up and keep up with the latest make-up trends." The target customers for Barbie fashion products and cosmetics range from teenagers to adults, particularly working women under 30. Barbie fashion products have been selling in Japan for years and are recognised as a successful fashion brand there. Barbie cosmetic and fashion lines will hit the shelves in Singapore, Malaysia and Taiwan this year. Barbie's spring-summer collection has already been released in Thailand. Among its lines are the Urban Glitter collection, Urban Girly collection, My Special Things, Upbeat Generation, Fiesta Tropical and Summer Bags-California Girls. Kids & Teens will introduce about 12 Barbie cosmetic lines. These include facial cleansing foam, lipstick, facial nourishing products, facial powder, mascara and eye shadow. All Barbie cosmetics will be divided into three major groups - make-up, skin-care and personal-care products. The products will be distributed at department stores and retail chains, including Siam Paragon, The Emporium, The Mall, Robinson, Watsons and Tang Hung Seng. Barbie cosmetic products are available at Watsons outlets from Nong Khai to Phuket and customers can sign up for Barbie workshops at Barbie cosmetics counters in Siam Paragon, The Emporium and The Mall shopping complexes.
Kwanchai Rungfapaisarn The Nation
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