Economy
P&G Targets Thailand’s Hair Care Market with New Strategy
Procter & Gamble is launching a new initiative to revitalize Thailand’s 20-billion-baht hair care market, focusing on anti-dandruff solutions.
According to a report by Prachachat Business, Procter & Gamble (P&G) is launching a strategic push into Thailand’s 20-billion-baht hair care sector. The company aims to address a stagnant market growth rate, noting that while approximately 85% of the Thai population experiences dandruff, less than half currently utilize anti-dandruff shampoo products.
To stimulate demand, P&G is allocating 40% of its budget toward marketing efforts, including the introduction of the "Head & Shoulders Plus" line. The campaign features brand ambassadors "Lina" and "Mew" to specifically target female consumers. Furthermore, the company is implementing a "Value Creation" model intended to influence average pricing within the category.
For residents and travelers in Thailand, this development highlights a shift in consumer product availability and marketing focus within local retail stores. As P&G rolls out these new products and promotional campaigns, shoppers may notice increased visibility of anti-dandruff options on supermarket shelves. While the company has outlined its marketing strategy and product launch, the long-term impact on market pricing and consumer purchasing habits remains to be confirmed as the initiative progresses.
