Cathy Doll sets sight on premiumisation with perfume, make-up

Cathy Doll is the flagship model of Thai conglomerate Karmart. It is among the many hottest magnificence manufacturers in Thailand with a product vary spanning make-up, skincare and physique care.Last yr, the model expanded into fragrances, with a variety of eau de parfum and scent physique lotions.Karmart regional director of enterprise improvement, Kat Wei, mentioned the perfume line was launched with the intention of capturing new shoppers.Speaking to CosmeticsDesign-Asia​ on the inaugural Cosmoprof CBE ASEAN commerce present in Bangkok, Thailand, Wei mentioned: “With Cathy Doll, we’ve got at all times tried to maintain the costs aggressive. Now after greater than 10 years, it’s time to introduce extra upscale merchandise to extend our model fairness.”​According to the corporate, the introduction of the perfume line has been comparatively profitable, serving to to lift the model’s visibility and enhance its gross sales quantity and earnings.Wei elaborated that the road has confronted challenges domestically due to the upper value level. However, it has been doing effectively for its export markets. Next yr, it’s set to debut in Malaysia with a preferred magnificence retail chain.Cathy Doll is certainly one of Karmart’s 15 magnificence and wellness manufacturers with over 1,000 SKUs between them.As the flagship, it stays the agency’s largest and most profitable model, accounting for round 20% to 30% of whole gross sales.Since its launch in 2010, Cathy Doll has expanded into numerous markets abroad. Today, it’s accessible in markets, together with China, Malaysia, Singapore, and the Philippines.Colour-proof futureFor the subsequent 12 months, the corporate will proceed to focus on premiumisation – this time for the color cosmetics class, the place it’s anticipating development to return from.While make-up usually noticed a decline up to now couple of years due to COVID-19, Karmart noticed an enormous spike because of its devoted eye make-up model Browit.“Browit launched in 2017, beginning with simply forehead merchandise. Precisely as a result of there was a spotlight on the eyes throughout COVID, we noticed large development. For our export market, we noticed a minimum of 200% development,”​ mentioned Wei.Like many international locations within the area, Thailand has abolished obligatory masks guidelines in each indoor and outside settings. However, Wei famous that Thais nonetheless proceed to put on masks regardless.At the identical time, the necessity for make-up is just not going away. As such, the corporate has labored on new merchandise corresponding to mask-proof lip tints.Overall, the agency is seeing development throughout all make-up classes, however eye make-up stays the strongest.“The different make-up classes could also be choosing up, nevertheless it’s not slowing down the expansion of eye make-up in any respect,” ​mentioned Wei.New advertising and marketing avenuesWith extra emphasis on digital commerce, the agency has been tapping into livestreaming. It has seen glorious outcomes up to now, raking in five- to six-digit figures in only one hour.“We are seeing it take off in Thailand and the Philippines nevertheless it’s not in Malaysia or Singapore but. Still, it’s a trending channel we try to catch, and we do this by tapping into numerous our model ambassadors,” ​mentioned Wei.In addition to livestreaming, Wei mentioned the agency’s future digital advertising and marketing technique will focus strongly on TikTok.

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