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RS expects major MPC growth with new hair treatment product

May 22. 2019
Surachai Chetchotisak, the CEO of RS Public Company Limited
Surachai Chetchotisak, the CEO of RS Public Company Limited
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By The Nation

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RS aims to spur the growth of its multi-platform commerce (MPC) by partnering business with a world-class research centre to introduce Revive Black Shine, a world-first in grey-hair treatment.

Surachai Chetchotisak, the CEO of RS Public Company Limited, said its MPC is growing rapidly and is now generating about 60 per cent of the company’s revenue.

In 2018, MPC businesses brought in more than Bt2 billion in total, particularly from the Lifestar lines that focus on world-class health and beauty products.

Over the past four years, the company has been developing its products through partnerships with world-class laboratories in Switzerland, France, Spain, South Korea, Japan and Canada. Their research and development led to new, high-quality innovations to meet the diverse needs of consumers. 

As Thailand is fast becoming an aged society, grey hair is a major concern for many. Products that treat and prevent grey hair at its root cause have appeal to modern consumers aged 35-50 years. Earlier in May, the company introduced a new haircare product, Revive Black Shine Serum that features a formula that helps treat grey hair at its root cause thanks to a new innovation by Mayer Cosmetics in the US using Canadian technology.

The product is formulated with natural ingredients and innovative peptides that nourish the hair from roots to ends, allowing grey hair to turn black naturally. Within only seven days after its launch, it was phenomenally well received by consumers and set a new record in sales, instantly becoming a champion product.

“Our MPC business is growing fast, because Lifestar is constantly seeking new technology and trends to meet the needs of modern consumers precisely. More than 50 per cent of our customers make repeat purchases, which shows that they trust our products,” said Surachai. “More than 80 per cent of our sales come from telesales, and our growing database helps us accurately anticipate the needs of our consumers, thereby increasing our sales and growth opportunities.” 

Currently, RS has more than 1.2 million customers in its database, most of whom watch of RS-owned media channels. The database is expected to grow to cover 1.8 million customers this year. RS aims for total revenue to reach Bt5 billion, 60 per cent of which will come from MPC, 30 per cent from media and 10 per cent from music.

Its new product segment is expected to continue growing, with the company investing Bt100 million to introduce around 200 new SKUs this year through skincare brand Magique, hair care brand Revive, and food supplement brand SOM (Science of Body & Mind).

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