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Merz Aesthetics, an aesthetics innovation leader from Germany, is launching its serious campaign in Thailand with its ‘Individual Beauty’ strategy and world-class beauty innovations that perfectly matches the beauty trend of 2020. It targets the premium market, intends to win a 20% market share within this year, paves the way for its position as a leading beauty innovation company in the local market and aims to generate revenue worth 1 billion baht within 3 years.
The market of cosmetic procedures is growing steadily in Thailand with its value reaching 5.2 billion baht. In 2019, three categories of products contributed to the growth. They are botulinum toxin that grew by 7%, dermal filler, 9%, and Skin Tightening device, 10%. Accordingly, the number of customers has been rising and 1,500 new beauty clinics have been opened in Thailand. Consumers have the feeling that ‘beauty’ rewards them with pride, confidence, self-esteem and thus happy life.
Today Thai women attach more importance to Individual Beauty, and this leads to The Best version of me trend. This refers to natural look, younger look with healthy and radiant skin, and confidence. Target groups have three common problems: forehead wrinkles, hollowness under eyes and facial shape showing cheek grooves but no facial contour. Consequently, women order more than one cosmetic procedure and want to make sure that they are cost-effective and safe. Therefore, consumers should look for reliable clinics with experienced physicians and standard instruments.
The market of cosmetic procedures is growing steadily in Thailand with its value reaching 5.2 billion baht. In 2019, three categories of products contributed to the growth. They are botulinum toxin that grew by 7%, dermal filler, 9%, and Skin Tightening device, 10%. Accordingly, the number of customers has been rising and 1,500 new beauty clinics have been opened in Thailand. Consumers have the feeling that ‘beauty’ rewards them with pride, confidence, self-esteem and thus happy life.
Today Thai women attach more importance to Individual Beauty, and this leads to The Best version of me trend. This refers to natural look, younger look with healthy and radiant skin, and confidence. Target groups have three common problems: forehead wrinkles, hollowness under eyes and facial shape showing cheek grooves but no facial contour. Consequently, women order more than one cosmetic procedure and want to make sure that they are cost-effective and safe. Therefore, consumers should look for reliable clinics with experienced physicians and standard instruments.
 | Kittiwan Rattanachandr, General Manager of Merz Aesthetics Thailand, says “Merz Aesthetics focuses its operations on world-class beauty innovations. We have invested over 3.8 billion baht in product research and development and globally introduced 6 brands of products covering medical instruments and medicines for beauty and youth comprehensively from head to toe. In Thailand we emphasize 3 brands of products in rapidly growing markets namely Ultherapy, botulinum toxin and dermal filler. Besides, we have developed the beauty treatment program that meet the demand of Thai consumers and aesthetic physicians. They include Ultherapy for Men, Skin Radiance and X Beauty facial contouring programs. We will be focusing on the programs and relevant marketing communications in the next 6 months. There will be a variety of communications such as real users and bloggers sharing experiences, recommendations by leading beauty clinics and online and offline advertisements. Meanwhile, we never stop developing the potential of new staff to ensure that all our teams are ready for the growth. We intend to capture a 20% market share in Thailand within this year and become a big player with our revenue reaching 1 billion baht within 3 years from now. We are halfway there thanks to cooperation from more than 900 partner clinics throughout the country. We are about to grandly organize the Merz Gala Thai Night with the theme of “Hi Five to High Fly” to celebrate the five years of our mutual success that clearly reflects our established business philosophy of Your Success is Our Success.” |
