"Smooth E" Announces Double-Digit Growth in the First Half of the Year, Launches "Smooth E Mobile Clinic" Campaign and introduces a new acne treatment product line to the market, embarking on a nationwide roadshow. The campaign aims to address the needs of Generation Z, targeting a revenue goal of 1 billion THB.
Smooth E Unveils Aggressive Second Half Strategy with a 200 Million Baht Marketing Budget to Target Gen Z aiming to capture the attention of Generation Z. The company is launching a comprehensive acne treatment product line that incorporates innovative solutions for complete acne care. This initiative is coupled with the "Smooth E Mobile Clinic" campaign, which involves dermatology experts traveling nationwide to provide firsthand experience and solutions for all acne-related issues. This campaign reinforces Smooth E's brand positioning as a provider of natural, gentle, and effective cosmeceuticals that promote healthy, clear skin. The company has set an ambitious revenue target of 1 billion Baht for 2024.
Thanachai Chaikittivanich CEO of Smooth E Co., Ltd., stated that since the beginning of 2024, Smooth E has been expanding its customer base from working adults to teenagers, particularly targeting Generation Z. This demographic is known for its thorough research on products and preferences for innovative and effective solutions that are also gentle on the skin. In response, the company is investing over 200 million Baht in marketing acne treatment products and revamping its innovations and packaging with vibrant, modern designs and introduce Baipor - Thitiya Jirapornsin as the new brand ambassador to reflect a contemporary, trend-aware image. Additionally, Smooth E is enhancing its brand communication strategies both offline and online to better connect with young consumers, including educational content on proper skincare. For instance, they have rebranded Smooth E Foam to emphasize its soap-free formula that maintains skin balance, reduces oiliness, and prevents acne.
The Smooth E Acne product line has been modernized and now features advanced innovations for comprehensive acne treatment and skin recovery. A standout product is the chemical-free sunscreen that controls oil and prevents acne for up to 12 hours. In the first half of the year, Smooth E has experienced double-digit growth compared to the same period last year, which saw single-digit growth. The facial foam and Smooth E Acne lines grew by 15%, while the Smooth E Sun Care line saw a 10% increase.
"Our studies on Generation Z behavior show a demand for fast, effective, and gentle skincare solutions that promote long-term skin health. Smooth E meets these needs by offering medical-grade skincare, backed by continuous research and development, and positioned as premium yet affordable products. Therefore, we are focusing on the First Moment of Truth (FMOT) by launching new products that retain "Efficiency & Care" with added modernity. We are enhancing our communication across all channels to better resonate with consumers. Particularly, our communication strategy focuses heavily on all online platforms, providing educational content from dermatology experts who are active and accessible, reflecting the image of the new generation. Promoting through TikTok has notably driven continuous sales growth. Additionally, we organize offline activities to create direct experiences for customers, encouraging them to try the products firsthand,"
For the upcoming half-year direction, Thanachai Chaikittivanich emphasized that Smooth E's product marketing strategy will focus on 3 dimensions. Firstly, continuous strengthening of the core product groups, including facial foam and moisturizing creams, through product relaunches with new packaging designs such as the Smooth E Cream, which reduces scars, wrinkles, and dark spots from acne. This aims to meet the diverse needs of every segment, particularly targeting the intensified GEN Z market. Secondly, maintaining a strong presence in the Smooth E Acne range throughout the year. Additionally, the company will reinforce its image as an expert in serious skincare, especially in the Anti-Aging or Age-delaying medical field. Innovations like PEPTIDE formulations enhance deep wrinkle reduction from within, boost natural collagen production, restore and firm skin, ensuring softness and elasticity without causing allergies. This distinguishes Smooth E from other products in the market containing retinol, which aids in skin cell turnover but may irritate sensitive skin. The revenue target for the fiscal year 2567 is set at 1,000 million baht.
Supapitch Pithayanukul Chief Marketing Officer of Siam Health Group Co., Ltd., discussed the "Smooth E Mobile Clinic" campaign, highlighting the company's continuous investment in online marketing since the beginning of the year. This effort has significantly expanded outreach to younger consumers, aiming to enhance brand awareness and foster positive real-life product experiences. The campaign allows students and young adults to experience firsthand the efficacy and reliability of Smooth E's natural skincare products, which are tailored to address specific skin concerns.
The "Smooth E Mobile Clinic" deploys skincare experts equipped with advanced facial analysis tools across Thailand, capable of assessing both superficial and deep layers of the skin. This enables precise diagnosis and personalized product recommendations, focusing on engaging the younger demographic in Bangkok, suburban areas, and major provincial capitals like Chiang Mai, Khon Kaen, Chonburi, and Songkhla. Additionally, the campaign includes distribution of sample products from the Smooth E Acne line, including sunscreen, acne spot treatment for sensitive skin, intensive acne gel, facial foams, moisturizing treatments, and anti-aging products.
You can stay updated on our roadshow schedule and event details on Facebook at SmoothEThailand or by clicking www.facebook.com/SmoothEThailand/ . For more information about Smooth E products, please visit https://smooth-e.com/.