L’Oreal (Thailand) beats market growth with unique approach for 6th year in a row
L’Oreal (Thailand) Ltd, a subsidiary of the Paris-based L’Oreal group says it has outperformed the market for the sixth consecutive year in 2017, remaining the leading player in the facial skincare segment in Thailand.
Nathalie Gerschtein Keraudy, managing director of L’Oreal (Thailand) Ltd, said the company’s mission is to drive “Beauty For All”, making beauty universal by offering all men and women our unique portfolio of iconic cosmetics products of utmost quality, efficacy, and safety.
More than ever before, L'Oreal has the best advantages in terms of innovation, quality standards and digital prowess to build long-lasting and meaningful bonds with our consumers. 2017 was especially notable for the accentuation of our digital edge, as digital channels became omnipresent for providing impeccable customer service. L'Oreal’s success is defined by our unique approach to the bright new world of beauty based on the following factors: clearly defined mission and strategy, highest prioritisation of product safety with long-haul investment in research and innovation, caring for the communities we operate in, and having strong and motivated team - all backed up by strong entrepreneurial culture.”
Thailand’s beauty market is one of the largest in Asean. Compared to 2016, The Thai market market grew 7.8 per cent in 2017. Skincare remained the biggest beauty category whilst make-up was a growth contributor to the industry.
L’Oreal Thailand is the largest L’Oreal subsidiary in Asean. In 2018, L’Oreal Thailand will focus on the four key priorities of development: consumer centricity, digital acceleration, great employer and great citizen.
With consumer centricity maintaining its vital role in the company’s strategy, product innovation will remain at the core of brand experience. It will be further enhanced through various initiatives such as one of our 2017 hero products ‘Vichy - Mineral 89’ the hydrating booster innovation and the newest trend to break the rule of existing hair colours with L’Oreal Paris Cololorista , a revolution of new hair colour in form of semi-permanent hair colour. 2017 also saw L’Oreal products dominate the market in several other categories including L’Oreal Paris Elseve, in leave on hair treatment, Garnier Micellar Water in cleansing, Shu Uemura in luxury cleansing oil, Lancome in luxury cushion foundations, and Biotherm Homme in luxury men skincare.
Apart from innovation, understanding and swiftly responding to changing consumer needs with unique beauty experiences, played an integral part in the company’s success. NYX Professional Makeup has recently opened Asia’s First NYX Professional Makeup flagship store at Siam Square One in Bangkok which is also the digitalised destination for of all Thai beauty junkies. Kiehl’s has launched the powerful skincare ‘Apothecary Preparations’, a new level of personalised facial skincare serum, and a service that tailors facial concentrates to address consumers’ unique skin concerns.
Furthermore, in 2018, L’Oreal Thailand is welcoming two newest additions to its brand portfolio, with the first being Giorgio Armani Beauty, the luxurious innovative cosmetic, tailored to meet the needs of all people’s skin perfection through unique makeup products born backstage and the premium skincare. The second addition, developed by expert dermatologists, CeraVe, is an affordable and accessible Dermoskincare enriched with a blend of three essential ceramides and its revolutionary delivery system. The line-up of dermatologists-recommended solutions includes cleansers and moisturizers to hydrate, restore and replenish skin.
Digital Acceleration will be another key strategy for L’Oreal Thailand to propel growth in a highly digital connected market. In 2017, L’Oreal made use of various communication channels and approaches by venturing into new e-tailers with Konvy and Orami, as well as social commerce channel in Line@ and Craze, and the latest launch of owned e-boutiques with Lancome, YSL Beaute and Biotherm.
“e-Commerce is a very fast-growing channel and L’Oreal Thailand is committed to take a large part of it. We have been growing our e-commerce business in multiple ways to ensure that we are a step ahead of market trends and are present at every single step of the consumer journey including strengthened our leadership in connected beauty, managing to develop personalised interactions with consumers, and are on the right track to fulfil L’Oreal’s aspiration to be a brand loved by all,” said Keraudy
Being a great employer and a great place to work, is another top priority for the company. L’Oreal constantly strives to be the workplace magnet for the most aspirational talent, where employees’ success is shared and celebrated. By the end of 2018, L’Oreal aims to train 100 per cent of its employees through various learning and development programmes. Aimed to sharpen employee’s skills, these programmes will be conducted all year round using innovative offline and online learning platforms.
“In 2018, L'Oreal Thailand will keep working towards our vision of having at least one L’Oreal product in every Thai household paving the way in becoming the leader of the beauty industry in Thailand,” said Keraudy.
