The Face Shop appoints Nataphon Taemeeruk as its first Thai ambassador for the Thailand market
The Face Shop appoints Nataphon Taemeeruk as its first Thai ambassador for the Thailand market

Korean beauty leader ramps up Thai plans

Corporate November 23, 2017 01:00


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THE FACE SHOP, the No.1 cosmetics brand in South Korea, plans to at least double the scale of its business in Thailand over the next five years, said Pithan Ongkosit, the president of official distributor TFS (Thailand) Co Ltd.

Pithan said the company operated 78 branches of The Face Shop in the Kingdom, and would increase that number to 83 by the end of this year, rising to about 110 next year.

“We plan to double the number of The Face Shop branches in Thailand to between 160 and 170 branches in total in the next five years,” he said.

He said between Bt1.5 million and Bt2 million was required to open each branch, resulting in an investment of Bt100 million to Bt120 million to double the number of The Face Shop outlets.

“We expect our annual sales to reach between Bt1.5 billion and Bt1.7 billion over the next five years, up from Bt650 million targeted for this year,” said Pithan, adding that the company achieved Bt600 million in sales in the first 10 months of this year.

The company yesterday announced actress Natapohn “Taew” Taemeeruk as the first local ambassador for The Face Shop brand in Thailand.

“We also plan to allocate a marketing budget of between Bt80 million and Bt100 million every year over the next five years to strengthen The Face Shop brand domestically,” said Pithan.

Pithan said that, with many Thai consumers connecting more with Thai actresses than Korean celebrities, the company gained permission from The Face Shop in South Korea to use a non-Korean brand ambassador for the first time.

Taew Natapohn was chosen because she is lively, vibrant and possesses the natural look that reflects the brand’s characteristics, Pithan said.

The Face Shop has launched a series of advertisements titled “Miracle Finish Cushion”, in which the actress will pass on to her fans the latest beauty trends from South Korea.

The series was yesterday released nationwide via both offline and online channels.

The Miracle Finish Cushion features the six most popular formulas with a new premium packaging, coming in three colour tones: white, black and gold. Each of the six cushions sells for Bt649.

“The Face Shop is Thailand's first brand and leader in facial oil |control cushions and it has |also responded to the fast fashion trend in the market by launching a new cushion every month with supreme price and promotions. |The prices almost match those in South Korea,” Pithan said.

“These unique features have made The Face Shop cushion earn positive responses among customers. Between January and October, sales of the cushions reached 200,000 items.”