Trade show puts on good face


Sev­eral thou­sand lo­cal and in­ter­na­tional cos­met­ics brands are sched­uled to de­but their prod­ucts in Bangkok this week at “Be­yond Beauty Asean-Bangkok”, a trade show at Im­pact Muang Thong Thani.

Ket­ma­nee Lertk­itcha, deputy sec­re­tary and chair­woman of the cos­met­ics in­dus­try group at the Fed­er­a­tion of Thai In­dus­tries, said the event on Sept 21-23 will of­fer a venue for in­dus­try play­ers to ex­pand into the grow­ing Asean mar­ket, where the pop­u­la­tion ex­ceeds 600 mil­lion.

The event also aims to pro­mote “Made in Thai­land” cos­met­ics prod­ucts to in­ter­na­tional mar­kets.

“Thai­land is the de facto top orig­i­nal equip­ment man­u­fac­turer in the re­gion for in­ter­na­tional cos­metic brands and the pro­duc­tion base for sev­eral pre­mium prod­ucts. On a global scale, Thai­land is ranked 17th in pro­duc­tion of cos­met­ics,” she said.

“Thai­land dom­i­nates the mar­ket share for Asean, con­trol­ling up to 60% of the cos­met­ics mar­ket or 168 bil­lion baht a year, ex­clud­ing ex­ports worth 12 bil­lion baht a year. This huge mar­ket size has long at­tracted many for­eign and lo­cal brands to cre­ate and of­fer in­no­va­tions here to lure cus­tomers.”

Mar­ket re­search com­pany Euromon­i­tor said Asia-Pa­cific rep­re­sents nearly a third of the global beauty and per­sonal care mar­ket, with de­vel­op­ing mar­kets such as Thai­land driv­ing growth for the re­gion.

Thai­land’s beauty mar­ket grew by 6.5% to 154 bil­lion baht in to­tal sales in 2016. Of the to­tal, 46% was skin­care prod­ucts, 19% hair­care prod­ucts, 14% make-up and 21% other prod­ucts such as fra­grances.

Peer­ayaphan Pongsanam, an as­sis­tant se­nior project man­ager at Im­pact Ex­hi­bi­tion Man­age­ment Co, said more than 650 ex­hibitors will show­case over 2,000 brands at the event, 45% of which will be from lo­cal com­pa­nies and 55% will come from over­seas coun­ter­parts.

Pav­il­ions are planned for firms from China, Bri­tain, France, Ger­many, In­done­sia, Ja­pan, Malaysia, Poland, Sin­ga­pore, Spain and Taiwan to present their lat­est prod­ucts and in­no­va­tions, she said.

With the ex­pec­ta­tion of more than 20,000 vis­i­tors in­clud­ing 250 buy­ers from Asean, sellers will also have a chance to ex­pand their busi­ness into the re­gion and be­yond.

Some US$2.7 mil­lion or 94 mil­lion baht worth of trans­ac­tions are an­tic­i­pated to be se­cured at the three-day event.

Ms Ket­ma­nee says the beauty trade show will pro­mote ‘Made in Thai­land’ prod­ucts.

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