Kazuo Kato, executive director of Hoyu in Japan, yesterday said the company would continue its long-term investment in Thailand, even though the economic situation remained unstable.

"The other country we will continue to invest in this year is China," he said.

He added that Hoyu intended to undertake its business expansion more aggressively over the next few years.

Three years ago, the firm established a local subsidiary - Hoyu Cosmetics (Thailand) - to export its products. Last year, Hoyu set up a marketing and sales division for hair-colouring products, after distributing its products through Taisin Industrial for years.

Bigen entered the Thai market more than 40 years ago with a mature image.

Recently, it decided to modernise its brand image by adding more product lines to penetrate other market segments. It also expanded its distribution channels into modern retail stores aside from traditional outlets.

Hoyu has increased its marketing budget on communication and corporate branding for its latest product - Bigen Silk Touch hair dye - launched this month.

Another product - Beauteen, targeting young people - is set to launch in August. The company has appointed Sirium Pakdeedamrongrit, the actress and well-known television hostess, as its brand ambassador for Bigen Silk Touch.

Masami Takeuchi, general manager of Hoyu Japan, said the company was confident about expanding its business in the Kingdom. Its main customer base is women in their early thirties, and it expects demand for dyes to cover grey hair to increase rapidly in the future.

Meanwhile, demand for fashionable colours is also expected to increase. He said the target group was middle-class consumers wishing to cover their grey hair, and lower-income consumers.