Launching Skincare Portfolio for Healthy Beautiful Sensitive Skin, First Innovation - Smooth E Sun Astaxanthin, and Unveiling New Face of Smooth E to Expand Consumer Base to Gen Z
Smooth E, by Siam Health Group Co., Ltd., a trusted medical skincare brand for sensitive skin for over 30 years with No.1 sales in drugstores, announces its 2025 business plan. Kicking off the new year, Smooth E invests 200 million baht for its major brand revamp in over 3 decades. It introduces the new positioning 'Mild…Effective, Visible Results' for truly healthy and beautiful skin, reinforcing its brand as a trusted natural medical skincare leader for over 30 years.
Smooth E introduces a comprehensive product innovation portfolio for healthy beautiful sensitive skin in 3 simple steps - clean, care, and protect. Starting with a launch of Smooth E Sun Astaxanthin Serum, a new generation of first-ever astaxanthin sun serum in Thailand, not just for sun protection but also for combating free radicals from the sun. The product will be available in January. Smooth E also unveils "Ling-Orm", the New Face of Smooth E, to drive consumer engagement throughout the year, reaching Gen X, Gen Y, and expanding consumer base to Gen Z.
Mr. Thanachai Chaikittivanich, CEO of Smooth E, Siam Health Group Co., Ltd., reveals, "Smooth E is a trusted medical skincare brand by Thais for over 30 years. Smooth E products were first sold in Thailand in 1991, more than 33 years ago. We developed product innovations that help Thais to have healthy beautiful skin, such as non-ionic foam, scar reduction cream, and chemical-free sunscreen. We understand that consumer needs are constantly changing. They are impatient to see fast results, which may lead to side effects. Smooth E dynamically developed innovations to meet the needs of consumers who want effective, visible results that are mild and non-irritating to the skin. Today, we have launched Smooth E medical skincare innovations for sensitive skin in 3 steps under the positioning "Mild…Effective, Visible Results", which has always been Smooth E's commitment. The innovations are researched and developed by Smooth E's pharmacists and skin and pharmaceutical experts, with consulting dermatologists, to address the needs of consumers who want to safely have healthy beautiful skin."
From Consumer Trends to Full-Scale Medical Skincare Market Penetration
A survey on perception and skincare usage among Thais found that over 40% of Thai consumers have sensitive skin. Therefore, consumers not only need products that alleviate allergic symptoms but also desire to have healthy beautiful skin. Moreover, the trend of medical skincare products usage, along with knowledge sharing by dermatologists and aesthetic clinics, has grown significantly over the past 2-3 years.
Smooth E is a strong player, bringing excitement to Thailand's medical skincare market, which is valued at 15,522 million baht and grew by 15% last year.
Smooth E Drive 3 Strategies to Meet all Generation's Needs
Mr. Thanachai further states, "This year, we have allocated a budget of over 200 million baht to drive 3 main strategies for penetrating the medical skincare market. The first strategy focuses on launching a new positioning "Mild…Effective, Visible Results" by leveraging Smooth E's over 30 years of expertise to create medical care innovations that are The Right Solutions, mild yet delivering effective results as proven by skincare experts, to perfectly address the needs of Thais with sensitive skin across all generations."
Pharmacist Supapitch Pithayanukul, Chief Marketing Officer of Siam Health Group Co., Ltd., adds, "As the skincare trend called essential care focuses on key areas for maximum effectiveness, Smooth E accelerates the second strategy by presenting product innovations for sensitive skin that cover all bases in 3 steps - clean, care, and protect, under the concept "Mild…Effective, Visible Results" for healthy beautiful skin. Today, we have launched the first innovation, Smooth E Sun Astaxanthin, a new generation sun serum that is ultra lightweight, locks in youthful skin, and contains astaxanthin for the first time in Thailand."
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Smooth E Sun Astaxanthin Serum outperforms typical sunscreen serums because it not only provides sun protection but can also fight free radicals from the sun. It contains the astaxanthin as the key ingredient, an extract from red algae hailed as the King of Antioxidation, which fights free radicals 6,000 times more effectively than Vitamin C. It also includes essential ingredients such as Bio-retinol and glutathione to slow down skin cell deterioration, resulting in youthful skin. Suitable for daily use and during hot weather, it is initially available in a 15 ml size priced at 600 baht and a 30 ml size priced at 1,200 baht, starting from January in leading stores nationwide.
In addition to Smooth E Sun Astaxanthin, Smooth E aims to launch essential care products in March. There are plans to introduce a range of innovations, including Smooth E Non-ionic PH5 Foam New Gen, a new non-ionic facial cleanser with active ingredients proven by experts to reduce wrinkles, enhance brightness, and effectively control oil. It will also introduce skin care products in response to the consumer trend of using serums to accelerate results for healthy skin. Smooth E will launch Smooth E Clinical Serum, reinforcing the positioning "Mild…Effective, Visible Results", available in 4 formulas: acne oil clear, white spot clear, wrinkle anti spot, and moisturizer, enabling consumers to easily care for their facial skin at home in 3 steps - clean, care, and protect. Moreover, all 3 groups of Smooth E products come in eco-friendly packaging that is 100% designed for recycling, reinforcing Smooth E's sustainability policy.
Pharmacist Supapitch further adds, "In addition to product innovations, we are also driving the third strategy to drive engagement with consumers by inviting "Lingling - Sirilak Kwong" and " Orm - Kornnaphat Sethratanapong", two rising actresses, to be the New Face of Smooth E. Ling is charming and confident, while Orm is gentle and fun. Ling and Orm are the perfect celebrity duo to reflect Smooth E's positioning "Mild…Effective, Visible Results". They will make their official debut at the Meet The New Face of Smooth E event here this evening, and we will have marketing activities with Ling and Orm to drive engagement with consumers of all groups throughout the year."
Ling and Orm's first work is an impactful advertising campaign that captures the insights of consumers with sensitive skin, with the message "Your skin is not a testing ground. tried, hurt, but not the end. Smooth E ends it all. Mild…Effective, Visible Results", reinforcing 30 years of trust in natural medical skincare for sensitive skin, inviting the new generation to easily care for sensitive skin in 3 steps - clean, care, protect with Smooth E product innovations.
Furthermore, Smooth E is launching a special Pre-Valentines Gift Set at this event, the first collaboration between Smooth E and Ling and Orm's brands, AlwaysWonder and KeepSilent. The limited-edition gift sets come in 2 options for customers to collect at a price of 2,500 baht. The event also features activities such as a photo booth, facial skin analysis, and product sample giveaways. The gift sets can be purchased via Line @ smoothE starting from today. Gift sets are available in limited quantities until sold out.
Pharmacist Supapitch adds, "In addition, we are continuing the Mobile Clinic activity to provide skin analysis and skincare consulting services to consumers nationwide for easy accessibility. Moreover, Smooth E is working on a special project in collaboration with national-level dermatologists to open a Smooth E beauty clinic that will certainly be more special than other clinics. There will be updates on this soon."
Mr. Thanachai concludes, "We are confident that product innovations will meet the needs of consumers who want to achieve sustainable healthy beauty. Smooth E maintains the standard of "Mild…Effective, Visible Results", which is the brand's positioning. The launch of the New Face of Smooth E, along with various activities, will enable Smooth E to win the hearts of Thai consumers with sensitive skin and successfully become a leader in the medical skincare market in Thailand."
For more information, please visit Smooth E Line OA: @smoothe_thailand or click https://lin.ee/fblHRkL and on Facebook Smooth E.
Source: ABM Connect
