Bangkok, Thailand – Smooth E, the number one medical skincare brand for sensitive skin in pharmacies, manufactured by Siam Health Group Co., Ltd., has announced its 2025 business plan. The company is investing 200 million baht in a major brand overhaul, the largest in over three decades. Under the new brand positioning, “Gentle… Effective Results,” Smooth E reinforces its leadership in natural medical skincare, a position it has held, trusted by consumers for over 30 years.
Smooth E is moving forward with the launch of a complete skincare portfolio for sensitive skin and is unveiling its first new innovation: Smooth E Sun Astaxanthin Serum, a new generation of sunscreen serum infused with Astaxanthin, a potent antioxidant extracted from red algae. The brand is also introducing “Ling-Orm,” the new presenter duo, to connect with consumers of all generations.
Mr. Thanachai Chaikittivanich, Chief Executive Officer of Smooth E, Siam Health Group Co., Ltd., stated, “Smooth E is a medical skincare brand that has been trusted by Thai consumers for over 30 years. We understand that consumer needs are constantly changing, and that consumers are impatient and want fast results. This can sometimes lead to side effects. However, Smooth E never stops innovating to meet the needs of consumers who want effective, gentle, and skin-friendly products.”
Brand Overhaul
Smooth E is launching a new brand positioning, “Gentle… Effective Results,” leveraging over 30 years of expertise to create skincare innovations that are the right solutions and are truly gentle and effective, meeting the needs of Thai consumers of all generations with sensitive skin.
Pharmacist Supapit Pithayanukul, Chief Marketing Officer of Siam Health Group Co., Ltd., said, “Smooth E is accelerating the introduction of innovative products for sensitive skin, complete in three steps: cleanse, nourish, and protect.
This follows the concept of “Gentle… Effective Results” for healthy, beautiful skin. Today, we are launching our first innovation, Smooth E Sun Astaxanthin, a new generation of lightweight sunscreen serum.” Smooth E Sun Astaxanthin is more effective than regular sunscreen serums. It not only protects from the sun but also fights free radicals caused by sun exposure, thanks to red algae extract hailed as the King of Antioxidants. It is 6,000 times more potent than Vitamin C. It also contains essential ingredients like Bio Retinol and Glutathione to slow down skin cell aging, making the skin look younger, suitable for daily use, especially during the summer.
Smooth E Also Plans to Launch New Products
In March, Smooth E plans to launch a range of innovations, including the new generation Smooth E Non-Ionic pH Five new formula facial cleanser and the Smooth E Clinical Serum skincare line. It reinforces the “Gentle… Effective Results” brand positioning with four formulas: acne scar reduction, skin brightening, wrinkle reduction, and hydration.
Smooth E has selected “Lingling Sirilak Kwong” and “Orm Kornnaphat Sethrattanapong,” two rising star actresses, as their new presenter duo, reflecting the brand’s “Gentle… Effective Results” positioning. The launch will kick off with the “Meet the New Face of Smooth E” event, which will include “The Right Solutions Workshop,” an exclusive workshop that will teach lucky participants tips for gentle and effective skincare. There will also be a “Smooth E x Ling-Orm Challenge” on TikTok with special prizes and a Meet & Greet with “Ling-Orm.”
Compelling Advertising
The advertising conveys the insights of consumers with sensitive skin, using the message, “Because your face is not a test subject. You try until it hurts, but it never ends. Smooth E, no matter how much it hurts… it ends with her. Gentle… Results.” This reinforces 30 years of trust in medical skincare for sensitive skin. Smooth E is hosting a special event with the launch of the Pre-Valentine’s Gift Set, the first collaboration with the brands AlwaysWonder and Keepsilent by Ling-Orm. This special gift set for the season of love includes Smooth E skincare products and exclusive items from AlwaysWonder and Keepsilent, available at a special price.
Mobile Clinic Activity
Smooth E continues its Mobile Clinic activity, providing skin check-ups and skincare advice to consumers nationwide. They are collaborating with leading pharmacies to conduct skin check-ups at points of sale across the country, making it easier to reach a wider target audience.
Smooth E is confident that its product innovations will meet the needs of consumers who want to have healthy and beautiful skin sustainably while maintaining the “Gentle… Effective Results” standard. The introduction of the new presenters and various activities will help Smooth E win the hearts of a broader range of consumers with sensitive skin and become a leader in the Thai medical skincare market.
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