Thailand hosts global launch of Amway's 'luxury skincare' collection
Amway (Thailand) hopes to sell Bt2.78 billion worth of its Artistry skincare products this year.
Thailand hosted the direct-sales company’s global launch of the "Artistry Supreme LX Collection", which alone is expected to generate Bt354 million in sales here this year, marketing director Ratana Channara said.
She said consumers had become more interested in skincare products. They tend to be willing to pay a bit more for a high-quality product from a trustworthy brand as long as the price is still reasonable. This has prompted many brands to develop innovative formulas and advanced technology.
Last year, the value of the premium skincare market was as much as Bt12.473 billion, or 25 per cent of the overall skincare market.
Thai consumers today are placing more importance on caring for their skin to achieve a younger-looking result. Younger consumers have begun to use products that claim to slow ageing of the skin, she said.
In 2014, the value of the anti-ageing skincare category totalled Bt27.75 billion, contributing 47 per cent of the overall skincare market. It is estimated that this year, the value of the anti-ageing category will grow to Bt29.61 billion, 6.7 per cent more than last year.
"Thailand is one of Artistry’s key markets, with impressive growth over the years," Ratana said. "Therefore, we have been selected as the first destination to launch the Artistry Supreme LX Collection to the world.
"Amway is confident that the new luxury skincare collection will receive good feedback from consumers and bring in the sales targeted at Bt354 million this year. The sales of this new product series will help propel the total sales of Artistry to Bt2.78 billion in 2015, retaining Artistry’s position as the top premium skincare brand in Thailand."
