Launch of Too Faced outlets fulfils Peangporn's dream

  The import of Too Faced cosmetics into Thailand, its third country in Asia after Japan and Singapore, fulfils Peangporn Suvarnpradip’s dream of having her own business.
Peangporn, now 37, spent almost six years working at Lowe Worldwide as account director looking after major accounts including Unilever and Sony. She left Lowe Worldwide in 2004, and then worked at Minor Group as general manager for many cosmetics and skincare brands, such as Bloom, Red Earth, Laneige and Smashbox. Peangporn worked at Minor Group until last year.
“My personal desire was to own a business suited to myself,” she said. “I had looked at many potential cosmetics brands for me to distribute domestically, and Too Faced is one of them.”
Peangporn said she accidentally met Jerrod Blandino, Too Faced’s co-founder and creative director, in a kitchenware store when she went to Newport Beach, California, two years ago and had made some business connections since then. She won the contract from Blandino in early 2010, as Too Faced was ready to expand into many potential markets internationally, including Thailand.
Peangporn then set up her own company, Pink Peo, which has been awarded a three-year distribution contract from Too Faced. Under the agreement, the company is committed to open at least nine retail outlets for Too Faced cosmetics in Thailand. Two of them will be free-standing shops at leading malls in Bangkok.
She said the first Too Faced outlet in Bangkok would be opened at CentralPlaza Lat Phrao on February 13. The second will open on February 17 at Zen Department Store and the third on February 29 at Central Chidlom. The fourth outlet will open at CentralPlaza Pinklao on March 9. Three new Too Faced outlets will be opened next year.
“We will launch the whole collections of Too Faced makeup into the Thai market, covering 52 different products with 142 stock-keeping units in total. The prices will range from Bt500 to Bt3,000.”
She said the core customers of Too Faced were females aged between 18 and 45, adding that this segment would be attracted to a premium brand offering affordable prices.
“We expect our Too Faced cosmetics to achieve Bt40 million in sales in the first year, Bt60 million in the second year and Bt90 million in the third.”
She said the total cosmetics market in Thailand was worth about Bt30 billion. About 70 per cent of that is dominated by local brands.