BEAUTY majorly refreshes its brand in 15 years through new concept of “For Every Beauty” to create complete beauty experience while continuing BEAUTY BUFFET store makeover to deliver beauty professionalism and to attract new gen and to reach wider customer base.
Dr. Peerapong Kitiveshpokawat, CEO of Beauty Community Public Company Limited (BEAUTY), a leading cosmetics and skincare retailer with the concept of Live A Beautiful Life, said the Company’s biggest rebranding in 15 years would be performed in 2H of this year under the more explicit concept of “For Every Beauty”.
The crucial change of BEAUTY BUFFET will create vividness, friendliness, and professionalism of complete beauty to all groups of consumers. The focus is on creating new experience through marketing channels and variety of new patterns of distribution channels which are fun while maintaining the creditability of quality of all products types.
The brand’s “For Every Beauty” phenomenon, purposedly provided to the customers to receive concrete experience, consists of 4 aspects:
- Store format New Shop Design – This aspects offers modernity signifying professional product while providing complete beauty advice to penetrate to broader customer groups. The store makeover will be astonishingly outstanding through interesting and beautiful decorations with variety of products and friendly services. The stores still maintain their Multi Brand service of which each brand is enhanced, well-selected, identified, priced, and positioned in different marketing areas in order to cover and response to diversified customer groups of each brand such as GINO McCRAY, THE BAKERY, SCENTIO, LANSLEY, BEAUTY IDOL, etc. The new design has already made its debuts at stores of 3 department stores: Central Pinklao, Central Rayong, and Ayutthaya Park, and there will be revamps at another 3 stores within the second half of this year, and all 50 stores will be completed their revamps in 2023.
- Merchandise – The shop layout is in the form of solution & function to serve the customers’ needs of head-to-toe care with an additional enhancement of Makeup Station to boost up GINO McCRAY makeup line.
- Services design – Sales persons’ strategy is improved for product presentation to reach customers’ needs and to provide answers to all beauty questions. In addition, customers can make a call for product ordering at all stores while receiving fast and direct product delivery. All staff uniforms are more stylished. The beauty chef logo is replaced by a younger and more modern chef while the store slogan is changed to “For Every Beauty”.
- BEAUTY BUFFET brand communication – The brand awareness of BEAUTY BUFFET in this year will be recognized through 3 product heros with collaboration of product presenters. There are 2 products launched, namely, 1. “SCENTIO Amino Acid Milk Facial Foam” with the slogan “Bright and Smooth Face”. The product is a collab with 5 popular teens LAZ-1 to be the presenter, a representative of the new gen who take care of their skin; 2. Product group of Beauty Buffet Shower Serum-Body Essence with a collaboration of ‘Kru Toey’ Apiwat Boonanek #KruLorBokTorDeuy #HotIndieSinger100MView to be the product’s presenter as a representative of the new gen who take care of their skin, encouraging them to experience cleansed, bright, soft, and norished skin; Lastly, makeup line products under the brand GINO McCray will be launched within the third quarter of this year, namely compact powder, lipstick, and eyebrow pencil of which the brand ambassador will be soon released.
“The biggest rebanding receives well response and can penetrate to wider groups of customers, leading to a significant increase of the sales volume from the revamped stores. It is expected that in the second half of this year the sales volume will be gradually recovered due to a fun and intensed marketing communication”, said Dr. Peerapong.
