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Published on July 12, 2007

Sompol Yotviriyapanich, regional manager for Maia (Thailand), said yesterday the domestic cosmetics market including skincare was worth Bt40 billion. He expects Vinasre to gain 30 per cent of the high-end segment dominated by Swiss-brand La Mer.

It expects all the efforts will turn into Bt50 million sales by September next year.

With registered capital of Bt30 million, Maia (Thailand) was established last year as the local arm of Maia Corp, a subsidiary of Vinasre in Japan, which is responsible for overseas markets. Sompol and Vorapanee Yotviriyapanich become Maia (Thailand)'s partners.

The head office has allocated Bt100 million to support marketing activities in the first year, with Bt60 million for building the brand and the rest for setting up the subsidiary, opening sales points and importing the first batch of products, Sompol said.

The first counter in Siam Paragon shopping complex will start selling five items from its line of 15 products in September.

Three sales points will open this year. in The Emporium shopping complex and The Mall's Bang Kapi and Ngam Wongwan department stores.

Five more products will be brought in by year-end. Prices start at Bt2,500 for soap and range to Bt12,000 for facial cream.

Maia (Thailand)'s marketing plan includes arranging activities for its target group - women aged 30 and up - and advertising through magazines and newspapers. It also emphasises word-of-mouth. The firm expects to appoint a Thai celebrity as its presenter next quarter.

Taiwan is next in line for Vinasre, followed by Singapore, Malaysia, China and Hong Kong within three years.

Expanding to Thailand also inspired Vinasre to create a skincare line for youngsters aged from 20, as it sees a lot of very young Thais spending big on skincare. The line is expected to be launched here this year, as well as in Japan and other further international markets.

However, pricing will be about the same as the adult line.

Vinasre enjoys annual sales of Bt600 million.

Nitida Asawanipont

The Nation