TMCnet News

Clinique eyes young blood [Bangkok Post, Thailand]
[October 22, 2014]

Clinique eyes young blood [Bangkok Post, Thailand]


(Bangkok Post (Thailand) Via Acquire Media NewsEdge) Oct. 22--Clinique Thailand has seen a rise in its cosmetics sales in the provinces through e-commerce.

Electronic marketing through social networks has hiked sales of Clinique by 40% in value and volume two years after launching in 2012.

The success has prompted Elca (Thailand) Limited, a distributor and marketer of various cosmetic brands including Clinique, Estee Lauder and Bobbi Brown, to consider increasing its marketing budget for e-commerce and social media platforms.



E-commerce sales also enable the company to evaluate customer feedback through comments and reviews.

Clinique hungers for a young target market and is raising the portion of its budget allotted for digital and social media platforms to 25% from 10%, said Nuntawan Laosinchai, Elca's brand manager of Clinique cosmetics.


Facebook, Twitter, Line and mobile messages are all distribution channels for the brand.

"E-commerce enables Clinique to reach more customers across the country, particularly in the provinces where we don't have counter sales," said Ms Nuntawan.

"Customers have been satisfied with our nice packages, standard delivery service and after-sales services." Though online sales have yet to generate the volume of sales of offline channels, the company has observed rising spending per bill for the former.

Last year average spending per online bill was 2,000 baht, jumping to near 3,000 baht in the first quarter this year. Repeat online purchases increased by 30% in the first half of last year and 45% in the second half.

The majority of online Clinique customers are people of working age who buy on the internet because of the brand's trustworthiness, the convenience and easy access to products.

Thai consumer spending on beauty products has been sluggish, but Ms Nuntawan is confident the government's investment plan will gradually improve the economy and rebuild consumer purchasing power.

Related search: cosmetics, E-commerce ___ (c)2014 the Bangkok Post (Bangkok, Thailand) Visit the Bangkok Post (Bangkok, Thailand) at www.bangkokpost.com Distributed by MCT Information Services

[ Back To TMCnet.com's Homepage ]