The large number of players in the market is a major factor, as they keep building awareness of their personal products for men through marketing and advertising campaigns.

Next year, the market can expect more new players, Beiersdorf product manager Natica Tansukranunt said yesterday. Some brands that recently launched men's skincare lines in other Asian countries might come to Thailand soon. One such brand is Neutrogena, which has launched Neutrogena Men in Taiwan.

The men's personal-care market this year is expected to be worth Bt1.42 billion, an increase of 17.2 per cent year on year. The market comprises four product categories: deodorants, worth Bt928 million (a rise of 5.9 per cent); cleansing, worth Bt274 million (up 29.6 per cent), skincare, worth Bt211 million (up 76.1 per cent); and lip care, worth Bt7 million (up 85.3 per cent).

Beiersdorf's Nivea For Men is the company's leading brand in the men's skincare market with 66.8 per cent, followed by L'Oreal Men Expert with 11.1 per cent and Biore For Men with 10.7 per cent.

To increase consumption of Nivea For Men and create strong brand loyalty, Beiersdorf plans a "Money Back Guarantee" campaign in line with the launch of a new product called NFM Q10 Cream. Consumers who buy the product from September 15 to October 30 can reclaim their money if dissatisfied with its quality.

Another strategy is to sell its products in two sets - NFM Q10 Set and NFM Whitening Set - during November and December. Each set will contain three products.

Natica said this was a way for consumers to try other products apart from their targeted purchases. The company expects to generate Bt18 million in sales from the two sets.

Nitida Asawanipont

The Nation