Rohto-Mentholatum sets to tap skincare market in Thailand with the launch of “Hada Labo”, the best-selling face lotion in Japan

Rohto-Mentholatum Thailand today announces the launch of “Hada Labo” skincare products, high quality and safe skincare products with its star products ranked as No. 1 face lotion in Japan, into the Thai market. Hada Labo will initially introduce 3 ranges of products to meet different needs of Thai women. The new skincare products will be available exclusively only at Watsons stores. Worayuth Watcharotayangkoon, General Manager, Rohto-Mentholatum (Thailand) Company Limited said that the company has imported new Hada Labo skincare products, of which its star product ranked No.1 face lotion in Japan, into the Thai market. The company will launch 3 major ranges with 11 different products as follows: 1. Hada Labo Super Hyaluronic Acid Moisturizing Series lastingly hydrate and nourish the skin. It is Hada Labo signature range and the best selling series in Japan. This signature series consist of: - Super Hyaluronic Acid Moisturizing Face Wash - Super Hyaluronic Acid Moisturizing Lotion - Super Hyaluronic Acid Moisturizing Essence - Super Hyaluronic Acid Moisturizing Milk - Super Hyaluronic Acid Moisturizing Cream - Super Hyaluronic Acid Moisturizing Lip Balm 2. Hada Labo Arbutin Whitening Series is designed for brightening up complexion for visibly clear, white and radiant skin. This whitening series include: - Arbutin Whitening Face Wash - Arbutin Whitening Lotion - Arbutin Whitening Essence 3. Hada Labo AHA/BHA Series help exfoliate and refine skin texture consisting of: - AHA/BHA Exfoliating Face Wash - AHA/BHA Exfoliating Foaming Wash “Hada Labo is the high quality skincare products range of which its star products ranked No. 1 face lotion in Japan. Hada Labo was successfully launched in Asian markets including Korea, Taiwan, Hong Kong, China, Malaysia, and Singapore with actual sales exceeded the target set for each country. The company believes that Hada Labo skincare developed from the brand philosophy “Perfect X Simple” will gain positive consumer responses from modern and young urban women (20 years old up) who are health and beauty oriented. We are confident that Hada Labo in Thailand will be as successful as other markets,” said Worayuth. He added regarding its business plan and marketing strategy that the company will penetrate the market utilizing exclusive personal care retail channel by cooperating with Rohto-Mentholatum business partner “Watson”, which is the biggest retail chain for personal care and beauty products in Thailand. The company has also set aside over 10 million baht of marketing and sales promotional budgets to support the local launch of Hada Labo through various medium such as BTS advertisement, magazine ads, and online marketing targeting urban working women to create joint experience among consumers and brand. Such media campaign will be run together with product reviews by Beauty Guru and point-of-sales activities, such as in-store materials, special area for product introduction, free product sampling, and other special consumer promotions. The company expects to achieve more than 25 million baht in the first-year sales of Hada Labo in Thailand spearheading by Super Hyaluronic Acid Moisturizing Lotion, which is the best-selling face lotion in Japan. The skincare products market in Thailand is estimated to worth around 12,500 million baht with 6.2 % growth per annum. Skin whitening and sun-care ranges have the highest share 49 % of total skincare sales, followed by anti-aging products which accounted for 25 %, moisturizing products shared 13 %, and the remaining 13 % for miscellaneous others. Last year, the overall skincare market had higher growth in value than quantity Such figure reflected the Thai consumer behavior who put higher emphasis on quality in their purchase decision, particularly whitening and cleansing products, which have shown higher growth than other skincare ranges at 12.1 % and 12.9 % respectively. Click for photo release at www.thaipr.net

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