South East Asia: P&G launches to tap new growth area in skincare

BANGKOK: Procter & Gamble Thailand has launched two Olay anti-aging products, which it believes will help expand Thailand's anti-aging skincare market by 25 per cent to 1.3 billion baht (US$34 million).

The market for anti-aging creams has grown to 26 per cent of the four billion baht skincare market.

P&G's new product is targeted at women aged 25 years and above. Wichai Pornpratang, P&G's marketing manager, said, "The penetration of skincare products in Thailand is still very low ... there is scope for all segments to grow simultaneously."

The 'Regenerist by Olay' range has a daily Regenerating Serum and a UV Perfect Cream, available at the leading hypermarts and supermarkets and priced at 540 baht. The launch is supported by 110 million baht promotional budget.

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