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Published on February 9, 2008

It will also give more attention in marketing its skin-whitening product line after focusing mainly on its anti-ageing line for years, according to Medhee Jarumaneeroj, P&G's corporate and marketing communications manager.

He said the smaller-sized packaging would tempt consumers who considered its current standard-size products too expensive, which would in turn expand the company's customer base.

"The current economic slowdown is not the reason for us introducing the new size of products; our aim is to attract more consumers to try our products," Medhee said.

P&G plans to start with its best-selling line, the Total Effects anti-ageing products. The smaller packages will be about half the standard size, and so should be about 50 per cent cheaper.

However, Medhee declined to say exactly when the new sizes of packaging would be launched.

The company also plans to put greater focus on its skin-whitening products, which are actually its second major line after anti-ageing products, to balance the marketing effort for the two lines. Its first campaign under this strategy this year was launched yesterday. Called "Love your Skin, Say Olay", the campaign will continue for six months and features the launch of facial stretch mask from its anti-ageing line and an eye-brightening serum from its skin-whitening line.

"Any player that can win over competitors in the two lines would be the perfect winner in the Bt7.5-billion beauty care market because they are major categories in beauty care," Medhee said.

He said skin-whitening products make up the largest portion of the Thai beauty care market at 52 per cent, followed by anti-ageing products at 38 per cent, products for general purposes at 5 per cent and other products at 5 per cent.

Olay's share of the Thai market for skin-whitening products last year dropped to 6.1 per cent, from 7 per cent in 2006, while overall the segment grew 2 per cent.

Olay's overall share of the market last year was 30.7 per cent, declining from 30.9 per cent in 2006. Its Total Effects line had a 13.9 per cent share, up from 13.7 per cent in 2006; its White Radiant line saw its share rise to 7.9 per cent from 6.6 per cent; its Total White line dropped to 6.1 per cent from 7 per cent; and its Regenerist products saw their share drop to 1.5 per cent from 2.2 per cent a year earlier.

Medhee estimated the overall beauty-care market would grow by 11 per cent, the same rate as last year, while Olay should see sales growth of 8-10 per cent by the year's end.

Nitida Asawanipont

The Nation