JOURNAL Targets Younger Consumers, Taps Fourth Nattawat to Showcase BODY MIST

Expands Product Portfolio and Distribution Channels, Targets THB 800 Million in Revenue for 2026

JOURNAL, a Thai fragrance and home fragrance brand, is moving forward with its strategy to expand its customer base among younger consumers through JOURNAL BODY MIST, a product that builds on the brand's fragrance expertise in a more accessible and easy-to-use format. Supported by the "SIMPLY MAGNETIC" campaign and Fourth Nattawat as the product's brand ambassador, the strategy aims to build awareness and generate greater interest in the product among younger consumers. At the same time, JOURNAL continues to expand its product portfolio and strengthen its online and offline distribution channels, targeting THB 800 million in revenue for 2026, representing approximately 40% growth from the previous year, while creating opportunities for consumers to explore other products from the brand in the future.

Ms.Tananya Suteerachai, Chief Executive Officer and Co-Founder of JOURNAL, said, "JOURNAL has differentiated itself by drawing inspiration from Thai culture and storytelling to create fragrances that define our brand identity. We have built on this expertise to develop a diverse product portfolio, including perfumes and BODY OIL. JOURNAL BODY MIST is part of our strategy to expand both our product offerings and customer base. Our goal is to introduce younger consumers to JOURNAL through a product that fits easily into their everyday routines and is available at a more accessible price point, creating opportunities for them to explore other products from the brand in the future."

Mr. Jakchalat Keschamras, Managing Director and Co-Founder of JOURNAL, said, "JOURNAL BODY MIST was developed to bring the brand's distinctive fragrance identity into a product designed for everyday use. We continue to emphasize fragrance quality and complexity through a fine fragrance approach, featuring a complete fragrance structure from top notes and middle notes to base notes. The product can be reapplied throughout the day and layered with other fragrances to reflect each individual's personality and unique appeal, while delivering a long-lasting scent. We have also paid close attention to packaging details, using recycled materials made from discarded fishing nets to produce the bottle caps."

Building Brand Awareness and Connecting with Younger Consumers

As part of its marketing strategy, JOURNAL is building awareness of BODY MIST through the "SIMPLY MAGNETIC" campaign, which highlights individuality, personal charm, and self-confidence. The brand has selected Fourth Nattawat as the product's brand ambassador, reflecting a fresh, natural, and approachable image that resonates with younger consumers, particularly high school and university students and those who are just beginning to explore fragrance products. These consumers represent a key target segment in JOURNAL's customer expansion strategy.

Beyond raising awareness among younger consumers, JOURNAL aims to position BODY MIST as an entry point for building long-term customer relationships. By encouraging consumers to try the product and experience the brand's distinctive fragrances, JOURNAL seeks to generate interest in its broader product portfolio, including perfumes and BODY OIL. This approach is part of its strategy to increase customer value and create opportunities for repeat purchases over the long term.

The launch of JOURNAL BODY MIST, supported by the campaign featuring Fourth Nattawat as the product's brand ambassador, has successfully generated strong interest in the product. Since the campaign launch, sales have continued to grow compared with the preceding period, reflecting positive consumer response and the effectiveness of the brand's communication efforts in reaching a broader target audience.

Driving Growth Through Products, Distribution Channels, and Customer Expansion

Ms. Thananya added, "Looking ahead, JOURNAL is targeting THB 800 million in revenue for 2026, representing approximately 39-40% year-over-year growth. Our growth strategy focuses on three key areas: New Customer Acquisition, through product development and marketing activities; Product Portfolio & Customer Value, by encouraging customers to explore additional products across our portfolio; and Channel Productivity, by improving the effectiveness of both online and offline distribution channels. Together, these strategies will help us reach more consumers and support long-term business growth."

JOURNAL currently operates through an omnichannel distribution model, with 26 retail stores, including its Song Wat location, as well as distribution through retail partners such as King Power, WATSONS, EVEANDBOY, KONVY, Beautrium, found & found, and Multy. Its customer base is evenly divided between Thai and international consumers, each accounting for 50%. In terms of sales, online channels contribute 50%, followed by the brand's own retail stores at 40% and retail partners at 10%.

For its next phase of business expansion, JOURNAL is exploring opportunities in international markets, with Singapore and Malaysia identified as initial target markets. Over the next three to five years, the brand aims to strengthen its position as a Thai fragrance brand capable of competing in international markets, leveraging its expertise in fragrance creation and distinctive storytelling as key competitive advantages.

For more information about JOURNAL, its products, and special activities, please visit www.journal-boutique.co.th.