BEAUTY Partners with Top Brands, Transforming into Multi-Brand Shops to Boost Sales
BEAUTY BUFFET transforms into multi-brand shops with the first flagship store at MBK by partnered with leading beauty brands for market penetration.
Dr. Peerapong Kitiveshpokawat, Deputy CEO of Beauty Community Public Company Limited (BEAUTY), a leading make-up and skincare retailer with the concept Live A Beautiful Life, said BEAUTY BUFFET has partnered with over 14 leading cosmetics and healthcare brands such as KARMART, SNAIL WHITE, BOKHTOH, SMITH, HER HIGHNESS and others.
In 2019, BEAUTY started displaying and selling the partnered products in its 120 BEAUTY BUFFET branches across the country with proportions at each store of 80% BEAUTY BUFFET-owned products and 20% multi-brand products from the partners.
The transformation of BEAUTY BUFFET shops into the multi-brand shops endorses the concept of “The Kitchen Storage” and still reiterates the positioning on “Beauty That All-You-Can-Choose” which emphasizes accessibility, variety, affordability and excitement. This reputational overhaul is to be in line with the evolving consumer lifestyle, which led to improving the shop’s appearance, design, utilization and service.
The company also launched the first flagship store at the MBK Center on July 4 and plans to renovate 3 branches including at Central Ladprao, Central Chonburi and Robinson in Trang, totaling 4 branches to house the new concept this year.
This transformation is a significant move for BEAUTY BUFFET in penetrating the health and beauty market. The behavior of consumers and the majority of shoppers demand a shop with diversity in terms of product brands, prices and categories, as well as with independence when shopping.
The company is confident that the business transformation will lead to positive feedback, satisfy modern-day shoppers, increase sales opportunity and performance, and maintain its leading market share in the beauty retailing industry.
Dr. Peerapong added that the company commits to leveraging the O2O (Online to Offline synchronization) marketing strategy, together with the Experience Sharing strategy through Macro Influencers to build mass awareness. The strategies will help convey experiences on the impression of the shop, variety of the products, service of the staff, and promotion of the BEAUTY BUFFET and the multi-brand products. It will also build on the word of mouth of consumers who have actual experience at the offline store, which will then be shared back to the online platforms of both the brands and consumers. Such marketing strategies will surely help stimulate sales.
“In general, health and beauty market has been more competitive and intense because beauty and health trends still maintain strong popularity at present. The trend has influenced health and beauty businesses to adapt and create the unique value positioning that could satisfy the consumers in order to get a larger slice of pie in the highly valued market. Cosmetics and nutrient products are considered a huge market with continual growth. Thailand’s cosmetics market is valued at Baht 180 billion with growth averaging 7.8 – 7.9%, while nutrient market is valued at Baht 87 billion,” Dr. Peerapong said.