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Published on September 18, 2007

The subsidiary of the Japanese personal-care manufacturer has set an initial marketing budget of Bt50 million in hopes of achieving a 10-per-cent market share this year.

Five new products - Moisture Rich, Whitening Scrub, Sakura Sensation, Relaxing Aromatic and Healthy Plus - are aimed at women aged 22 to 39 under the concept of "Love Touches Skin".

Kao Commercial (Thailand) president and CEO Shigeru Ueyama yesterday said the market had shown good growth during the past two years, due to consumers using more liquid soap. About half of all Thais now use liquid soap, with the rest using traditional soap bars.

To build awareness, Kao has commissioned renowned actor and veejay Natthaweeranuch "Ja" Thongmee as its presenter and has advertisements in such major media channels as television and magazines.

Ueyama said its selling points would be the cream's quantity of foam, non-slippery or sticky feeling on the skin and long-lasting moisturising effect.

He said the current economic downturn was not a factor, because soap is a daily necessity.

He said the company would not have a high investment burden for the new production line, because it could adjust the production line now used for its Feature shampoo.

Nitida Asawanipont

 The Nation