“Beauty Buffet” opts for multi-brand format, rolls out first flagship store
Beauty Community Co Ltd (Beauty), a leading make-up and skincare retailer under the concept of "Live A Beautiful Life", teamed up with more than 14 leading cosmetics and healthcare brands - such as Karmart, Snail White, Bokhtoh, Smith and Her Highness to proactively penetrate the beauty & health market while driving the O2O marketing strategy to push sales in Thailand, said Dr Peerapong Kitiveshpokawat, the company's Deputy CEO.
The company has started displaying and selling products of its partners at 120 Beauty Buffet branches across the country, at a ratio of 80 per cent Beauty Buffet-owned products and 20 per cent multi-brand products of its partners.
The transformation of Beauty Buffet shops to multi-brand format endorses the concept of “The Kitchen Storage” and still reiterates the positioning on “Beauty That All-You-Can-Choose” which emphasises accessibility, variety, affordability and excitement. This reputational overhaul is in line with the evolving consumer lifestyle, leading to improvement in shop appearance, design, utilisation and service.
The company also launched its first flagship store at MBK Center on July 4 and plans to renovate three of its branches at Central Ladprao, Central Chonburi and Robinson in Trang.
This transformation is a significant move for Beauty Buffet in penetrating the health and beauty market. The behaviour of consumers and the majority of shoppers demand a shop with diversity in terms of product brands, prices and categories, as well as with independence when shopping.
The company is confident that the business transformation will lead to positive feedback, satisfy modern-day shoppers, increase sales opportunity and performance, and maintain its leading market share in the beauty retailing industry.
Peerapong added the company is committed to leverage the O2O (Online to Offline synchronisation) marketing strategy, together with the Experience Sharing strategy through Macro Influencers to build mass awareness. The strategies will help convey experiences on the impression of the shop, variety of the products, service of the staff, and promotion of the Beauty Buffet and the multi-brand products. It will also build on the word of mouth of consumers who have actual experience at the offline store, which will then be shared back to the online platforms of both the brands and consumers. These marketing strategies are expected to help stimulate sales.
“In general, the health and beauty market has become more competitive amid growing popularity. The trend has influenced market players to adapt and create a unique value positioning that could satisfy consumers in order to increase market share. Thailand’s cosmetics market is valued at Bt180 billion with growth averaging 7.8 - 7.9 per cent a year, while the nutrient market is valued at Bt87 billion,” Peerapong said.
