Case Study in Thailand

Stats • In 2012 the Thai beauty market was worth 105 billion baht.• Currently L'Oréal is the second largest beauty company in Thailand and

they aim to be #1 within the next six years. • Competitor SSUP group known for GNC and Oriental Princess is currently #1.

(citation)• Skincare represents 45% of the beauty market in which L'Oréal says they are

the market leader.• L'Oréal is the world leader in research-and-development investment in the

beauty industry, with 721 million euros (Bt27.4 billion)

History• L'Oréal had challenges after the Asian crisis in 1997 when they were

working together with the companies ‘’SiamPar’’ and ‘’Thailor’’ • Several issues needed to be tackled to restore profitability and their

competitive position. • In the year 2000 a new entity was created: L'Oréal Thailand Ltd.

How did they do it?

1. Understanding the market. Tailor made strategies for each of their retailersClearer understanding of the market, product positioning and the right communications strategy.

2. The correct productsWhitening skin products made up 50% of the market which they didn’t focus on enough. Increased SKUs for hair color products from 15 to 20 compared to 9 for L’Oreals main competitor Sunsilk. This increased shelf space from 50 to 90%. Different brands were to be targeted at different age groups: 15-35 and 35+

3. Communicating with customers.Local brand ambassadors were perceived as boring and lacking in confidence resulting in an inconsistent image. L’Oreal rethought their social media mix to focus heavily on print media and point-of-sale.

• Laila Boonyasak (White Perfect Laser)

• Ann Thongprasom (Revitalift / L’Oreal Excellence)

• Araya Alberta Hargate (Total Repair / Revitalift white / UV perfect / Lucent Magique)

• Mai Davika Hoorne (Fall Repair)

• Nadech Kugimiya (White Active)

Spokespeople

Whitening Creams

• In Thailand fairer skin is equated with higher class

• Magazines are often full off pale Korean and Japanese Stars.

• The skin lightening industry in Asia will reach almost $2bn in 2013

• The definition of beauty has been changed by cosmetic industry. Many Thai women fail to meet the beauty standards set by the producers and ad agencies.

Target group

Target Audience

DemographicsAge : 15 - 40 years old Gender : FemaleEducation : Undergraduate and above Occupation : University Student and working adults Income Range : 12,000 THB – 35,000 THB

PsychographicsPerception: Quality products that are well known and functional .

Motivation & Needs: Brighten skin color, fulfilling emotional need and

uplifting self esteem…higher status

Attitude & Personality: Self-conscious and want confidence

Summary

What makes L'Oréal successful in Thailand?

• Clear understanding of the market (product specific)

• Well known brand ambassadors for different products.

• Specific strategies for different retailers• World leader in R&D with 721 million

euros (Bt27.4 billion)• Focused on skin whitening products • Products are widely available

(occasionally promotions at 7-11 too)