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Published on August 31, 2007

Levi Rollins, vice president for international sales in the company's Global Retail Merchandising Department, yesterday said the four main global markets would be the US, the UK, Europe and Japan, while Thailand would be one of the five main markets in Asia, after Japan, South Korea, Taiwan and Hong Kong.

He said the company wanted to consolidate in its current markets rather than expand into new ones, even though this would slow its rise to become a top global brand. It currently has 600 sales points in 20 countries - 68 in Asia, of which six are in Bangkok.

Rollins said Gurwitch would focus on specific needs of consumers in key markets, such as creating product formulations to suit certain Asian skin types, training makeup-artist and sales teams and building awareness through beauty advice for consumers and product samples.

He said Thailand would certainly replace Hong Kong as Laura Mercier's fourth-largest market in Asia this year after gaining wide awareness among Thai consumers just two years after being launched - particularly with its Flawless Face line, which accounts for 60 per cent of sales in Thailand. In terms of sales, Gurwitch has experienced growth of 30 per cent each year. Gurwitch generated sales of US$150 million (Bt5.15 billion) worldwide last year and expects to reach $175 million this year.

Rollins said 35 per cent of total sales were generated outside of the US. Asia accounts for 17 per cent of its total sales, while Thailand represents 12 per cent of the company's total Asia sales.

One of its major expansion plans this year is to enter Russia in November.

Nitida Asawanipont, The Nation