New slimming product from mmk intertrade

CEO Athicha Xanthavanij said MMK Intertrade had developed the new range because Thai consumers now have a higher demand for health and wellness products. Based on statistical research, health and beauty products have enjoyed strong double-digit year-on-year growth.

The company is a subsidiary of Mit Mongkol Industry, which has produced cosmetics and personal-care products for 33 years.

"We have seen room in the local beauty market, where female consumers have a huge demand for products which are convenient to use and give effective results in a short period of time. As a subsidiary of Mit Mongkol Industry, we have good know-how in health and beauty products," said Athicha.

Product manager Nanthaporn Patcharapornpan said axII had been created as an outstanding premium product based on in-depth information and research conducted in many countries, as well as state-of-the-art technology. The axII products have been certified by SpinControl Asia in France, so that customers can be confident in its premium quality.

The new products have been divided into two groups. The first comprises axII Skin Activating Shower Gel and axII Shaping Body Scrub. These have been developed with new technology called 3 Steps Chronotech created to nourish, firm and refresh the skin.

The second product group covers slimming and firming products: axII Speed Chrono Shaping Cream and axII Shape Control Firming Cream.

Marketing manager Narueporn Aroonprapan said the total slimming product market in Thailand is estimated to grow by 15 to 20 per cent annually. The target group is working women aged between 25 and 35, with an active and modern personality, self-confident and interested in new trends.

The company has set aside a marketing budget of Bt30 million to promote awareness of axII and has a Bt100-million sales target for the range.

The axII brand is expected to gain a 10-per-cent market share in the slimming product segment.