Smooth E, the renowned Thai cosmeceutical brand, has unveiled an ambitious strategy for the second half of the year,backed by a 200 million baht marketing budget, to capture the Gen Z market. The company is launching a comprehensive acne treatment product line with innovative solutions for complete acne care. This move is accompanied by the “Smooth E Mobile Clinic” campaign, a nationwide initiative that will bring dermatology experts directly to consumers to offer personalized skincare advice and solutions for acne concerns. This campaign aligns with Smooth E’s commitment to providing natural, gentle, and effective cosmeceuticals that promote healthy, clear skin. The company has set an ambitious revenue target of 1 billion baht for 2024.
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Thanachai Chaikittivanich, CEO of Smooth E Co., Ltd., stated that since the beginning of 2024, Smooth E has been strategically expanding its customer base to include teenagers, particularly focusing on Generation Z. This demographic is known for its meticulous product research and preference for innovative, effective, and skin-friendly solutions. To cater to this audience, the company is investing over 200 million baht in marketing acne treatment products. It has also revamped its product packaging with modern designs and introduced Baipor – Thitiya Jirapornsin as the new brand ambassador to resonate with the Gen Z aesthetic.
Smooth E is also enhancing its brand communication strategies across both offline and online channels, including educational content on proper skincare, to better connect with young consumers. For instance,they have rebranded Smooth E Foam to highlight its soap-free formula that maintains skin balance, reduces oiliness, and prevents acne.
The Smooth E Acne product line has undergone a modernization, now boasting advanced innovations for comprehensive acne treatment and skin recovery. A standout product is the chemical-free sunscreen that offers up to 12 hours of oil control and acne prevention. In the first half of the year, Smooth E achieved double-digit growth compared to the single-digit growth during the same period last year. The facial foam and Smooth E Acne lines grew by 15%, while the Smooth E Sun Care line experienced a 10% increase.
“Our research on Generation Z behavior reveals a demand for fast, effective, and gentle skincare solutions that promote long-term skin health. Smooth E fulfills these needs by offering medical-grade skincare, backed by continuous research and development, and positioned as premium yet affordable products. Therefore, we are focusing on the First Moment of Truth (FMOT) by launching new products that retain ‘Efficiency & Care’ with added modernity. We are enhancing our communication across all channels to better resonate with consumers.
Particularly, our communication strategy focuses heavily on all online platforms, providing educational content from dermatology experts who are active and accessible,reflecting the image of the new generation. Promoting through TikTok has notably driven continuous sales growth.Additionally, we organize offline activities to create direct experiences for customers, encouraging them to try the products firsthand,” said Thanachai.
For the second half of the year, Thanachai emphasized that Smooth E’s product marketing strategy will focus on three key areas. Firstly, the company will continue to strengthen its core product groups, including facial foam and moisturizing creams, through product relaunches with new packaging designs, such as the Smooth E Cream, which reduces acne scars,wrinkles, and dark spots. This aims to cater to the diverse needs of all consumer segments, with a particular focus on the growing Gen Z market. Secondly, Smooth E will maintain a strong presence in the acne treatment range throughout the year.
Lastly, the company will reinforce its position as a leader in serious skincare, particularly in the anti-aging or age-delaying medical field. Innovations like PEPTIDE formulations enhance deep wrinkle reduction, boost natural collagen production, and restore skin firmness, ensuring softness and elasticity without causing allergies. This sets Smooth E apart from other products containing retinol, which, while aiding in skin cell turnover, can irritate sensitive skin. The company aims to achieve a revenue of 1 billion baht for the fiscal year 2024.
Supapitch Pithayanukul, Chief Marketing Officer of Siam Health Group Co., Ltd., discussed the “Smooth E Mobile Clinic” campaign, emphasizing the company’s ongoing investment in online marketing since the beginning of the year.This effort has significantly expanded the brand’s reach to younger consumers, aiming to increase brand awareness and provide positive real-life product experiences. The campaign allows students and young adults to experience the effectiveness and reliability of Smooth E’s natural skincare products firsthand, which are tailored to address specific skin concerns.
The “Smooth E Mobile Clinic” deploys skincare experts equipped with advanced facial analysis tools across Thailand.These tools can assess both superficial and deep skin layers, enabling precise diagnosis and personalized product recommendations. The campaign primarily targets the younger demographic in Bangkok, suburban areas, and major provincial capitals like Chiang Mai, Khon Kaen, Chonburi, and Songkhla. It also includes the distribution of sample products from the Smooth E Acne line, such as sunscreen, acne spot treatment for sensitive skin, intensive acne gel, facial foams, moisturizing treatments, and anti-aging products.
You can stay updated on the roadshow schedule and event details on Facebook at SmoothEThailand or by visiting www.facebook.com/SmoothEThailand/. For more information about Smooth E products, please visit https://smooth-e.com/.
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