MALEE Expands its Business to Tap into 154-Billion-Baht Personal Care Market, Launches Three Product Lines that Boost Self-Confidence

Business Press Releases Monday September 3, 2018 16:16
Bangkok--3 Sep--ABM

Malee Group will continue to drive company growth by expanding into a new line of business for the first time in 40 years as it enters the personal care market. Malee Kino Thailand, a joint venture between Malee and Kino, Indonesia's largest consumer conglomerate, will import three personal care product lines into Thailand for skin care, hair care, and oral care for modern consumers who want self-confidence throughout the day. The joint venture is teaming up with C.P. Consumer Products Co., Ltd. to efficiently distribute these products across Thailand.

Mr. Opas Lopansri, Chief Commercial Officer, Malee Group PCL (MALEE), said, "Entering the personal care market is a bold and challenging move for Malee Group, which has focused on the food and beverage market for 40 years. We will create growth through expansion via this venture with PT Kino Indonesia Tbk, which is very strong in Indonesia's consumer market, especially in the personal care, food and beverage, and pharmaceutical segments. The synergy between our two companies puts us in a great position to produce and distribute lifestyle products that meet the needs of over 330 million consumers in both Thailand and Indonesia. This move reflects MALEE's market expansion strategy, which is based on collaboration with partners in various sectors to develop new products as well as sales and distribution channels both locally and internationally."

Thailand's personal care market is valued at approximately 154 billion baht (Euromonitor International, March 2018). The three market segments Malee Kino is entering in Thailand that offer great potential and are suited to today's lifestyles are: 1) The Skin Care market, which has a value of 70 billion baht and 6.1% growth; 2) The Hair Care market, valued at 29 billion baht with 6.3% growth; and 3) The Oral Care market, with a market value of 8 billion baht and 7.2% growth.

The new products from Malee Kino Thailand are:
1) Skin Care Market - facial care segment:

OVALE Micellar Cleansing Water – Be "Beautiful Every Day" with cleansing water for your face, lips, and eyes that comes in a travel-size package. Remove makeup from your face, lips, and eyes without having to wash your face again. Dermatologically-tested OVALE Micellar Cleansing Water is alcohol-free and hypoallergenic so it is gentle for sensitive skin and cleanses deeply to help skin retain moisture. It's available in two variants: Brightening (for normal skin) and Brightening (for skin with acne) in a 100 ml bottle at 75 baht.

2)Hair Care Market - "ellips" brand:
  • ellips Hair Vitamin Pro Keratin Complex – Get "Gorgeous Hair at your Fingertips" with the No. 1 leave-on hair vitamin in Indonesia for nearly 10 years. Pro Keratin Complex helps protect your hair from the heat of a hair dryer, as well as revitalizing damaged hair. Available in three variants: Hair Repair, Smooth and Silky, and Silky Black, in a 6-capsule blister pack for 49 baht, and a 50-capsule bottle for 400 baht.
  • ellips Hair Mask Pro Keratin Complex – Another product for "Gorgeous Hair at your Fingertips" and Indonesia's best-selling hair mask for four consecutive years. It contains Pro Keratin Complex, so just put it on your hair after washing, leave it for 3 to 5 minutes, and rinse it off. You will see the results as it revitalizes your damaged hair. Available in three variants: Hair Repair, Smooth and Silky, and Silky Black, in an 18-gram packet for 39 baht and a 120-gram tube for 189 baht.
  • ellips Dry Shampoo – There are no fail moments with this dry shampoo spray for beautiful and fresh-smelling hair at any time. Available in four variants: Blossom, Fruity, Breeze, and Exotic, in a 50ml can for 115 baht and 200ml can for 229 baht.
3) Oral Care Market - toothpaste:

Sasha Toothpaste – A Halal-certified herbal toothpaste that contains siwak, which is recognized by the WHO as beneficial for oral health. It addresses 10 oral problems such as strengthening gums, preventing plaque and gingivitis, whitening teeth, reducing bacteria that causes bad breath, and is anti-cariogenic. Available in two variants: Anti-bacteria (gold package) and Whitening (white package) in a 65-gram tube for 59 baht.

"With products well matched to consumer needs such as easy-to-use hair care products that include leave-on vitamins, a dry shampoo spray that helps boost confidence in your hair any time, all-in-one cleansing products for your face, lips, and eyes, and toothpaste that contains well-known siwak as an ingredient, combined with efficient distribution throughout Thailand by C.P. Consumer Products Co., Ltd., we are confident our new products will receive a positive response from Thai consumers. In turn, this will help drive a major leap in growth for our business," concluded Mr. Opas.

Malee Kino Thailand products will be ready to offer a new experience to Thai consumers starting from October 2018 at beauty stores including EVEANDBOY, Beautrium, and Hej Street Beauty. The products will be available at more leading department stores and convenience stores in the future.


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