Smooth E Invests 200 Million Baht in Major Brand Revamp, Emphasizing “Mild…Effective, Visible Results”

Smooth E, a leading medical skincare brand renowned for its sensitive skin solutions, has announced a significant investment of 200 million baht in a comprehensive brand revamp. This strategic move aims to solidify Smooth E’s position as a trusted provider of natural medical skincare solutions, a reputation built over 30 years of providing effective and reliable products.

A New Era for Sensitive Skincare

The brand refresh introduces a new tagline, “Mild…Effective, Visible Results,” reflecting Smooth E’s commitment to delivering products that are both gentle on the skin and demonstrably effective. This commitment is backed by the expertise of Smooth E’s pharmacists, skin and pharmaceutical experts, and consulting dermatologists, who have meticulously researched and developed a comprehensive portfolio of skincare innovations.

The new product line focuses on a three-step approach to skincare: clean, care, and protect. Leading this innovation is the launch of Smooth E Sun Astaxanthin Serum, a groundbreaking product that marks the first-ever astaxanthin sun serum in Thailand. This serum not only offers superior sun protection but also actively combats free radicals generated by sun exposure.

Understanding the Evolving Needs of Consumers

Smooth E’s brand transformation is driven by a deep understanding of the evolving needs of consumers. Research indicates that over 40% of Thai consumers have sensitive skin, highlighting the demand for products that not only alleviate allergic symptoms but also promote healthy, beautiful skin. Furthermore, there is a growing trend towards medical skincare products, fueled by increased knowledge sharing by dermatologists and aesthetic clinics.

“Smooth E has been a trusted medical skincare brand in Thailand for over 30 years,” says Mr. Thanachai Chaikittivanich, CEO of Smooth E. “We understand that consumer needs are constantly changing. They desire fast results but also prioritize products that are mild and non-irritating to the skin. Our new innovations address these needs by providing effective, visible results without compromising on gentleness.”

Three-Pronged Strategy for Market Penetration

Smooth E’s ambitious market penetration strategy revolves around three core pillars:

1. Reinforcing the Brand Positioning: The new “Mild…Effective, Visible Results” tagline will be at the forefront of all brand communications, emphasizing Smooth E’s commitment to providing safe and effective skincare solutions for sensitive skin across all generations.
2. Comprehensive Product Innovation: The brand’s new product portfolio, structured around the three-step “clean, care, and protect” regimen, addresses a wide range of skincare needs. The launch of Smooth E Sun Astaxanthin Serum is the first in a series of planned innovations, including a new non-ionic facial cleanser and a range of clinical serums designed for targeted skin concerns.
3. Enhanced Consumer Engagement: To further connect with consumers, Smooth E has appointed two popular actresses, “Lingling – Sirilak Kwong” and “Orm – Kornnaphat Sethratanapong,” as the new faces of the brand. Their diverse appeal will help Smooth E reach a broader audience, including Gen Z.

Smooth E Sun Astaxanthin Serum: A New Generation of Sun Protection

Smooth E Sun Astaxanthin Serum is poised to revolutionize sun protection. Its key ingredient, astaxanthin, is a powerful antioxidant derived from red algae, known for its ability to neutralize free radicals 6,000 times more effectively than Vitamin C. The serum also incorporates Bio-retinol and glutathione, which help slow down skin cell deterioration and promote a youthful appearance.

“Smooth E Sun Astaxanthin Serum goes beyond typical sunscreen serums,” explains Pharmacist Supapitch Pithayanukul, Chief Marketing Officer of Smooth E. “It not only provides robust sun protection but also actively combats free radicals, thanks to the inclusion of astaxanthin, the king of antioxidants.”

Sustainability and Future Plans

In line with its commitment to sustainability, Smooth E has also transitioned to eco-friendly packaging that is 100% recyclable. The brand has also planned several initiatives to further engage consumers, including mobile clinics offering skin analysis and consultations, and a collaboration with leading dermatologists to open a Smooth E beauty clinic.

A Leader in the Medical Skincare Market

Smooth E’s strategic brand revamp, coupled with its commitment to innovation and consumer engagement, is expected to further strengthen its position in the rapidly growing medical skincare market. The brand’s dedication to providing “Mild…Effective, Visible Results” is set to resonate with consumers seeking safe and effective skincare solutions, solidifying Smooth E’s leadership in the industry.

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