An overall 11-per-cent year-on-year sales boost in the skincare division was driven by anti-ageing and skin lightening products aimed at middle-income earners.

Sales of L'Oreal Dermo Expertise and Revatalift White products increased by 16 per cent, while sales of Garnier Skin Naturals rose by 34 per cent.

In the men's skincare market, L'Oreal Men Expert, launched last year, has already become the second-biggest brand in the market, while its selective brand - Biotherm Homme - achieved 30-per-cent growth in department-store sales.

Overall, the male skincare market experienced a growth rate of 113 per cent and is expected to continue rising. In addition, sales of men's fragrances grew by 33 per cent, while the fragrance market grew by seven per cent.

Meanwhile, in the hair colour market sales of the company's L'Oreal Excellence brand grew by 13 per cent and its salon-exclusive L'Oreal Professionnel brand grew by 26 per cent.

Overall the hair colour market grew two per cent following two years of no growth.

The main reason for the overall growth in sales was due to a new, targeted marketing approach, with products that closely follow contemporary beauty trends in Thailand or those the firm is confident will receive good feedback.

Charrier said that in the past the company had imported all its products first, creating marketing plans later.

During the rest of the year, L'Oreal Thailand plans to put a greater emphasis on selling beauty products as these are traditionally their best-selling items.

Charrier said the current economic climate - and in particular the political uncertainty - had caused short-term problems for their sales strategy. But he believes the overall economic situation will recover soon, although there is still no clear solution in sight to the political instability.

"We are lucky to be running a business in beauty-related markets because people, particularly women, are still concerned about looking good and will always be willing to pay. This expense tends to be the last thing they want to cut when it comes to tightening their belts," he said.

Consumption of beauty products per head in Thailand is still lower than other countries, such as South Korea, where the market is fully developed.

Korean women use as many as 11 beauty products per day compared to Thai women who use just three to four.

In addition, the market in the provinces still has room to grow. As a result, the company expects to close the year with double-digit growth higher than the 12 per cent achieved in the first half.

Nitida Asawanipont

The Nation