Neo Corp banks on innovative BeNice for Bt10 billion revenue

Established in November 1989, the company manufactures consumer and cosmetics products under the following brands: Eversense, Genie, Tros, BeNice, Fineline, D-nee, Vivite, Smart and Tomi.
Sirisupa Ajsonjorn, marketing manager of Neo Corporate Co Ltd, revealed the company’s aggressive marketing plan for the new BeNice shower cream with a Bt300 million marketing budget – the highest since the introduction of BeNice brand. The company’s goal is to increase sales this year by 18 per cent and to achieve Bt1 billion revenue in 2020. 
At present, BeNice ranks the No 3 in the Bt4.8-billion shower cream market, with a 14 per cent share. The brand achieves a 13 per cent growth annually. 
The marketing plan will kick off with the launch of “BeNice Mystic White”. With the unique quality to keep skin firm and smooth, “Mystic White’ targets a new consumer segments, particularly women aged 22-35 years who value self-pampering. 
“BeNice plans to continuously launch innovative products to extend our reach and set new trends to excite the market. This includes the limited edition of “Bingsu” which has received good feedback, thanks to the brand’s innovation for body cleansing. Our products are unique in terms of skin firmness as they are rich in wheat protein and micro collagen including fruit essences that yield natural fruit-based vitamins and are high in antioxidants. Our products with BeNice’s secret formula nurture and give radiance to the skin.” 
Applying fruity perfumes in all BeNice products produce a distinctive characteristics. The perfumes differentiate BeNice from other competitors and grasp attention across all gender and age groups. BeNice green radiant skin formula has become an “Asian benchmark” for other brands in the Asian market. 
Notably, “Mystic White” is created in cooperation with a major perfume company in New York. A world-class perfume, originated primarily from magnolias and infused with BeNice’s unique fruity essences to create a perfect blend.
BeNice has prepared 500,000 “Mystic White” samples for nationwide distribution. The commercial was released via online and offline channels in early May to reach all Thai consumers. The advertisment on YouTube is expected to draw 15 million views. This year BeNice aims to create a new shower experience by integrating Halo-gram technology to add more dimension to the commercial, together with a signature music and skin-firming dancing steps.
As a follow-up, “BeNice Effect Challenge” will be officially launched on June 1. The event presents a stage for the merging of dancing exercise with dancing for skin firmness. People can share the challenge with their friends to create the “BeNice Effect” on an online platform accessible to all. 
The liquid beauty shower cream segment has shown an average annual growth rate of 3-4 per cent. This year’s growth rate is targeted at 5 per cent amid intense competition, prompting all players to continually launch new products. The aggressive marketing plan throughout this year is exected to help boost its market share by at least 4 per cent and help the company hits the Bt1 billion revenue target within three years. 
Neo Corporate has high confidence that BeNice can beat other players thanks to its swift adaptability to market challenges, and continuous launch of innovative limited edition such as like “Bingsu, ” which has become an online hit, as proven by the frequent shares in social media as well as positive relationship with the main traditional trade channels. 
BeNice now leads sales in the super market, hypermarket and other modern retail channels, with a 24 per cent market share and growing as high as 44 per cent a year . BeNice’s green radiant skin formula ranks No 1 in the channel. 
BeNice products have enjoyed positive feedback in neighboring countries such as Myanmar and Cambodia, showing a 14 per cent export growth last year.