Wuttisak Invests Bt100 Million in "Wuttisak Cosmetics" to Take on Total Beauty Solution Market - Siam Outlook


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Tuesday, August 13, 2019

Wuttisak Invests Bt100 Million in "Wuttisak Cosmetics" to Take on Total Beauty Solution Market

The brand is prompt to launch the first beauty concept store "Wuttisak Beauty Station" in Thailand and introduce "Magic Collection” with K-pop sensation Cha Eun-woo as new brand presenter

WCI Holding Public Company Limited, the operator of Wuttisak Clinic, has invested over 100 million baht to revamp its business by setting "Wuttisak Cosmetics" in motion to expand into the total beauty solution provider market. The Beauty Living brand is set to launch its new distribution channel in the form of the first and flagship pop-up concept store "Wuttisak Beauty Station" in Ratchadamri BTS Station on 9th August 2019, while launching the inaugural "Magic Collection" with popular Korean singer-actor Cha Eun-woo chosen as endorsement model. Confident that the new model will bring sustainable improvements to performance, WCI Holding’s CEO Gwyn Sundhagul expects sales from Wuttisak Cosmetics to reach 1 billion baht within three years.

“The company has been focusing on proactive efforts to recoup business and driving Wuttisak brand toward becoming a leader in Thailand’s beauty market. We aim to realize our vision of serving the emerging ‘beauty living’ demands, which refer to a ‘360-degree’ spectrum of beauty-related products and services,” said Gwyn Sundhagul, Chief Executive Officer of WCI Holding PLC, “Earlier this year, we set aside a 10-million-baht budget to sponsor Miss Universe Thailand 2019 and another 20 million baht for the relaunch activities for 'Snail 8', which is the snail- mucus -based product brand under WCI Holding. We will continue the streak by going for a major makeover in business model by leveraging our subsidiary Wuttisak Cosmetics to span capabilities to meet all the aesthetic needs of today’s consumers."

Wuttisak Cosmetics is largely structured into two main business units: products of the company’s own brand and others for which Wuttisak acquires exclusive rights through selected partners.

“Wuttisak Cosmetics has debuted its own line of products with the first collection called ‘Magic Collection’ which, as of now, consists of shower gel and body lotion products in four formulas.
It also has Wuttisak Selects which includes a product portfolio that Wuttisak acquires through exclusive partnerships, such as cosmetics, skincare and functional foods. To ensure that Wuttisak can continuously address the various needs of consumers, we also plan to develop and launch several new products through other collections in the future," explained Gwyn.

The company’s chief executive continued, "The principal idea for Wuttisak Cosmetics’ products is based on the five human senses. During this first phase of the brand launch, we are focusing on shower gel and body lotion products in ‘Magic Collection’ which are the results of Wuttisak’s dedicated and thorough research and careful selection of ingredients. The enchanting allure of the collection is inspired by magical elements of fairy tales with a contemporary twist. Upon the launch of the collection, we have chosen popular Korean star Cha Eun-woo of the band ASTRO as the face of Wuttisak Cosmetics with plans to release a commercial film through various media channels from Aug onward.

Wuttisak has simultaneously developed a new business model in the form of the first beauty pop-up concept store in Thailand under the title of "Wuttisak Beauty Station". The store will reflect Wuttisak’s aspiration to go beyond the traditional framework of beauty services.

According to Gwyn, "Wuttisak Beauty Station is Wuttisak’s new total beauty solution outlet in the form of a pop-up concept store that offers a unique experience. “This is a new business model which has never been implemented before by any beauty solution provider in Thailand. With growth potentials still abound and the market being ever active, the company feels the need to occupy a distinct position in the market and set new strategies in order to stand out and become innovatively competitive. By capturing our strengths and expertise and putting them together in this new retail and marketing outlet, this business attempt is poised to excite the market and respond effectively to the changes in consumer behaviors. Moreover, the brand has continued to leverage better beauty experiences via Omnichannel, becoming the one and only beauty brand in Thailand that provides LINE Official account named Wuttisak Cosmetics, specialized to support all members for products' reservation, seamlessly including other services in Wuttisak Beauty.”

Niwat Daoloy, Chief Executive Officer of Wuttisak Cosmetics Inter Co., Ltd., revealed, "The first Wuttisak Beauty Station is located on a 157-square-meter area inside Ratchadamri BTS Station in downtown Bangkok. The BTS has been arranged into many spaces which will be used to display and provide products and services for the target groups in a convenient manner while appealing to consumers who are looking for a modern, creative and unique experience that is different from beauty shops or clinics in general. The Wuttisak Beauty Station is divided into two sections, including the 'experience' where the story about Wuttisak Cosmetics and its products are showcased through interactive displays in various magical themes. The other section will serve as a beauty living products and services from Wuttisak Cosmetics with many interesting offerings. Every part of the concept store has been thoughtfully designed by acclaimed designers so that visitors and customers can experiment, experience and indulge in beauty in a completely new and unique way."

"The budget for Wuttisak Cosmetics and Wuttisak Beauty Station was earmarked at 100 million baht. With the new business plan, the company expects sales of 1 billion baht in the next three years. Wuttisak Cosmetics also looks to expand its presence by opening more 4-5 branches of the pop-up concept store nationwide by the end of next year," concluded Gwyn.

Wuttisak Beauty Station will be opened for public from August 9, 2019 onward. The 'Magic Collection' will be available in store at Wuttisak Beauty Station, Watsons, Eveandboy, King Power, and online channels such as Shopee, Lazada and Wuttisak Cosmetics website https://wuttisakcosmetics.com.

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