Advertising & PR Plan

Marketing Communication

Communication Channel

In today's "digital era", online media plays an ultimate role in shaping people's lives. The "New Normal" has also drastically changed the way we live, interact and consume. As a result, companies are constantly adapting to keep up with a fast-paced digital age. The shift to digital marketing is critical for companies to remain competitive and relevant in this rapidly changing landscape, and KARMART actively pursues the development of digital marketing plans, including the expansion of online communication channels and continuous enhancement of response time, thereby emerging as one of the leaders in digital beauty. Furthermore, the Company aims to reach out to every customer segment with its vast selection of brands and products, especially the mass market. It is therefore paramount that the Company integrates both offline and online channels effectively in order to achieve extensive business reach. A summary of communication channels adapted are as follows:

In view of the communication mechanics in the modern digital age, online media, of which social media is the main focus, is the key communication channel as well as the most effective tool in reaching out to KARMART’s target consumers - the young and modern. Hence, great focus and substantial resources are dedicated to online media. Starting from 2018, the Company regularly launches a diversified portfolio of online events, including Short Film Commercial, Product Review, Google and Facebook Ads, Facebook (Post and Story), Instagram (Post, Story and Reel), Twitter, Tiktok Post, and Livestream Shopping on our Facebook and Tiktok Pages (Karmartsclub). Moreover, the Company has also increased sales through retail functions tagged to such social media platforms and via influencer partnerships.

  • Facebook: Karmartsclub, Cathy Doll, Baby Bright, Jejuvita, Reunrom Everyday, Skynlab_Official
  • Instagram: Karmartsclub, Babybrightclub, Jejuvita_supplement, Reunromeveryday, cathydollclub, Skynlab_Official
  • YouTube: KarmartsClub
  • Line Official: @KARMART
  • Twitter : Cathydollclub, Babybrightclub, SKYNLAB_Official, Jejuvita_supplement
  • Tiktok : CathyDollclub, Babybrightclub, SKYNLAB_Official, tiktok.Jejuvita, Karmartsclub
Influencer and Key Opinion Leader (KOL)
  • Actor/ Actress/ Artist
  • Beauty and Lifestyle Blogger
  • Instagrammer
  • Youtuber
  • Tiktoker
  • Popular Facebook Fanpage
  • Internet Idol/ Model
  • Beauty Leaders on Other Websites
Online News
  • News Pages on Facebook
Online Advertising
  • Youtube
  • Google
  • Facebook
  • Instagram
  • Twitter
  • Tiktok
  • Internal Advertising at KARMARTS’ Headquaters

Point of Purchase Advertising (POP) and Point of Sale Materials (POSM)

Point of Purchase Advertising (POP) is a type of marketing material that is aimed to deliver product information to customers at the point of sale, catching customers’ attention and inciting them to purchase products immediately. The main types of the Point of Purchase materials used include Shelf Talker, Shelf Frame, Tent Card, Standee, X Banner Stand, Roll Up and Light Box etc.

Television (TV) Media
  • TV Commercial Spot

As one of the powerful mediums with extensive reach spanning across diverse demographic groups, TV Commercial (TVC) serves as a key communication tool employed by KARMART to enhance brand recognition both domestically and internationally. Thus far, the Company has utilized both Free TV and Digital TV channels such as 33 HD, 7HD, Thairath TV, Workpoint, Amarin TV, New18, ONE and GMM etc.

  • TV Program

VTR in-out / Product Placement /Logo End Credit /Logo on LED /TV-Moderator/ 5 -7 minute media interview are examples of modes of TV Program to showcase the Company’s portfolio and its latest series of products and development.

  • Print Media

Integrated print media facilitates direct communication with all target consumers through advertisements in newspapers, books, and magazines, tie-in of products with selective columns, and timely broadcasts of the Company’s public relations activities, along with media interviews to introduce and promote new products.

  • Out-of-home

The Out-of-Home Media was severely affected by the Covid-19 crisis as travel restrictions and physical distancing were implemented across the country; therefore, people were bound to stay at home and venture outside less frequently than ever before to prevent and mitigate the viral spread. In other words, the more difficult it is to travel, the less Out-of-Home media is seen by audience. In 2022, the Company reduced engagement of Out-of-Home media and placed its emphasis on digital media as a key tool to introduce and promote new products to target audience.

Brand Ambassador/ Brand Presenter

To create credible brand images and promote products to the market, the Company taps on collaborations with renowned artists and celebrities as brand ambassadors in terms of marketing communication. During the past year, the Company had chosen the following presenters for each brand under KARMART’s umbrella:
  • Saipan - Jiraporn Buranapong

Representing Cathy Doll Ultra Light Sun Fluid SPF50 PA++++ and Cathy Doll Aqua Sun Non-Greasy Body Sun Serum SPF50 PA+++

  • Gulf - Kanawut Traipipattanapong

Representing Cathy Doll Perfume and Cathy Doll Perfume Lotion

  • Dew - Jirawat Sutivanisak

Representing Cathy Doll Bright Up Day Cream SPF15X50 Pure White, Cathy Doll Bright Up Sleeping Mask and Cathy Doll Bright Up Day Cream SPF15 and Bright Up Sleeping Mask

  • Pu - Praya Lundberg

Representing Cathy Doll Whitamin C Spot Serum, Cathy Doll Whitamin C Day Cream, and Cathy Doll 15% 8HYA Ampoule

  • Bright - Vachirawit Chivaaree

Representing Cathy Doll Cover Matte Foundation, Cathy Doll Cover Matte Powder Pact, and Cathy Doll Cover Matte Concealer

  • Win - Metawin Opas-iamkajorn

Representing Cathy Doll Wanna Shine Lipstick, Cathy Doll Air Relax Lip Blur, Cathy Doll Hyaluron Lip Moist, Cathy Doll Vit C Water Tint, and Cathy Doll Skin Fit Jelly Blusher

  • Ohm - Pawat Chittsawangdee

Representing Cathy Doll Speed White CC Cream, Cathy Doll Speed White CC Powder Pact, and Cathy Doll CC Cushion Stick

  • Nanon - Korapat Kirdpan

Representing Cathy Doll Speed White CC Cream, Cathy Doll Speed White CC Powder Pact, and Cathy Doll CC Cushion Stick

  • Bowky - Pitsinee Weerasuttimas

Representing color cosmetics category: Cathy Doll Cover Matte Foundation, Cathy Doll Cover Matte Concealer, Cathy Doll Cover Matte Powder Pact, Cathy Doll Cheers Around Trio Eye Palette, Cathy Doll Get Set Go Brow Cara, Cathy Doll Maximal Eye Liner, Cathy Doll Less is More Mascara, Cathy Doll Skin Fit Jelly Blusher, Cathy Doll Air Relax Lip Blur, and Cathy Doll Hyaluron Lip Moist

  • Saypan - Jiraporn Buranapong

Representing Jejuvita XStox Fiber Powder

  • Krist - Perawat Sangpotirat

Representing Baby Bright Foundation and Pressed Powder Category: Baby Bright Watermelon & Tomato Matte BB Cream SPF45 PA++ Free Cover Concealer, Baby Bright Watermelon & Tomato Matte BB Cream SPF45 PA++, Baby Bright BB Watermelon Matte BB Powder, Baby Bright CC Plus Cream SPF45 PA++, and Baby Bright CC Vitamin C Powder Pact

  • Singto - Prachaya Ruangroj

Representing Baby Bright Aloe Vera & Fresh Collagen Eye Roller Serum, Baby Bright 5Hya & Peptide Firming Eye Roller Serum, Baby Bright Tomato & Gluta Bright Eye Roller Serum, Baby Bright Aloe Vera & Fresh Collagen Eye Mask Patch, Baby Bright 5Hya & Peptide Firming Eye Mask Patch, and Baby Bright Tomato & Gluta Eye Mask Patch

  • Baifern - Pimchanok Luevisadpaibul

Representing lipstick category: Baby Bright Mask Friendly Lip Tint, Baby Bright Fixing Proof Liquid Lip, Baby Bright Gentle Matte Collagen Lipstick, Baby Bright Lip & Cheek Matte Tint, Baby Bright Honey Tint Lip Treatment, Baby Bright Lip & Cheek Peach Glow Tint, Baby Bright Primer Powder Tint, and Baby Bright Juicy Tomato Water Gel Tint

Marketing Communication Activities

In 2022, the Company held the following major marketing campaigns and successfully re-established key connections with target groups during the opening up of the economy:

Cathy Doll organized a successful event titled “CC Private Meet with Peck - Palitchoke Ayanaputra” on 18 January, 2022, at Crimson Room, Bangkok. The event was held to promote Cathy Doll Speed White CC Cream, Cathy Doll Speed White CC Powder Pact, and Cathy Doll CC Cushion Stick.

On 22 January, 2023 at Berkeley Hotel Pratunam Hotel, the "Nice to MISS You" Event was held to promote the sales of Baby Bright Watermelon & Tomato Matte BB Cream SPF45 PA++ Free Creamy Concealer Matte, Baby Bright Watermelon & Tomato Matte BB Cream SPF45 PA++, Baby Bright BB Watermelon Matte BB Powder, Baby Bright CC Plus Cream SPF45 PA++, Baby Bright CC Vitamin C Powder Pact, Baby Bright Aloe Vera & Fresh Collagen Eye Roller Serum, Baby Bright 5Hya & Peptide Firming Eye Roller Serum, Baby Bright Tomato & Gluta Bright Eye Roller Serum, Baby Bright Aloe Vera & Fresh Collagen Eye Mask Patch, Baby Bright 5Hya & Peptide Firming Eye Mask Patch, Baby Bright Tomato & Gluta Eye Mask Patch. Graced by two of Thailand's most popular stars, Krist - Perawat Sangpotirat and Singto - Prachaya Ruangroj, the event proved to be a great success.

Also organized under Cathy Doll brand, the “Cathy Doll Valentine I Gulf U” event was part of a series of sales promotion and public relations events for the year. The event was graced by the charming and talented Gulf - Kanawut Traipipattanapong on 13 February, 2022 at Hotel MUSE Bangkok Langsuan, leaving attendees with unforgettable memories and a newfound love for the brand.

Held on 5 March, 2022 at Holiday Bangkok Silom, the “Baby Bright x Krist & Singto “Sunshine Magical Day” event featured two exceptional stars: Krist - Perawat Sangpotirat and Singto - Prachaya Ruangroj for the purpose of promoting the sales of Baby Bright products as follows: Baby Bright Watermelon & Tomato Matte BB Cream SPF45 PA++ Free Creamy Concealer Matte, Baby Bright Watermelon & Tomato Matte BB Cream SPF45 PA++, Baby Bright BB Watermelon Matte BB Powder, Baby Bright CC Plus Cream SPF45 PA++, Baby Bright CC Vitamin C Powder Pact, Baby Bright Aloe Vera & Fresh Collagen Eye Roller Serum, Baby Bright 5Hya & Peptide Firming Eye Roller Serum, Baby Bright Tomato & Gluta Bright Eye Roller Serum, Baby Bright Aloe Vera & Fresh Collagen Eye Mask Patch, Baby Bright 5Hya & Peptide Firming Eye Mask Patch, Baby Bright Tomato & Gluta Eye Mask Patch.

KARMART held a successful sales promotion for Cathy Doll Ultra Light Sun Fluid SPF50 PA++++, Cathy Doll Aqua Sun Non-Greasy Body Sun Serum SPF50 PA+++, and Jejuvita XStox Fiber Powder with Saypan- Jiraporn Buranapong, a famous blogger in Thailand on 25 - 27 March, 2022 at Hyatt Regency, Samui, leaving all participants well prepared for the scorching summer ahead!

On 2 April 2022, Cathy Doll Grand Launch 2022 was held at River Park @ ICONSIAM and ended gracefully with precious memories thanks to the participation of multi-talented presenters: “Bright - Vachirawit Chivaaree", “Win - Metawin Opas-iamkajorn”, "Dew - Jirawat sutivanichsak", "Gulf - Kanawut Traipipattanapong", "Ohm - Pawat Chittsawangdee", "Nanon - Korapat Kirdpan", "Saipan - Jiraporn Buranapong", and "Boy - Pakorn Chatborirak" as event guests, achieving the goal of promoting the sales of the following products: Cathy Doll Cover Matte Foundation, Cathy Doll Cover Matte Powder Pact, Cathy Doll Cover Matte Concealer, Cathy Doll Wanna Shine Lipstick, Cathy Doll Air Relax Lip Blur, Cathy Doll Hyaluron Lip Moist, Cathy Doll Vit C Water Tint, Cathy Doll Skin Fit Jelly Blusher, Cathy Doll Speed White CC Cream, Cathy Doll Speed White CC Powder Pact, Cathy Doll CC Cushion Stick, Cathy Doll Perfume, Cathy Doll Perfume Lotion, Cathy Doll Bright Up Day Cream SPF15 X50 Pure White, Cathy Doll Bright Up Sleeping Mask, Cathy Doll Bright Up Day Cream SPF15 and Bright Up Sleeping Mask, Cathy Doll Ultra Light Sun Fluid SPF50 PA++++, and Cathy Doll Aqua Sun Non Greasy Body Sun Serum SPF50 PA+++.

On 14 May, 2022, Cathy Doll Private Romance was held at Baan Chok @ Baba Beach Club Hua Hin by Sri Panwa and brought to an end with priceless memories thanks to the participation of 2 charming princes: “Bright - Vachirawit Chivaaree" and “Win - Metawin Opas-iamkajorn”. The event was part of a sales promotion on Cathy Doll Cover Matte Foundation, Cathy Doll Cover Matte Powder Pact, Cathy Doll Cover Matte Concealer, Cathy Doll Wanna Shine Lipstick, Cathy Doll Air Relax Lip Blur, Cathy Doll Hyaluron Lip Moist, Cathy Doll Vit C Water Tint, and Cathy Doll Skin Fit Jelly Blusher.

On 17 June, 2022, Cathy Doll hosted a meet-and-greet event with an honored guest, Gulf - Kanawut Traipipattanapong, at Central Ladprao, with the aim of increasing the sales of and promoting Cathy Doll’s line of fragrances, including Cathy Doll Perfume and Cathy Doll Perfume Lotion.

A collaboration with Eveandboy, one of the top Thai retail stores, this event was held on 1 July 2022 to promote Cathy Doll Bright Up Day Cream SPF15 X50 Pure White, Bright Up Sleeping Mask, and Bright Up Day Cream SPF15. at the Eveandboy Siam Square One Branch. The event was made even more special with the appearance of Dew - Jirawat Sutivanisak, a talented and popular actor in Thailand.

Cathy Doll x Bright Win "Urbanize Beauty" came to a beautiful closure on 31 July, 2022 thanks to our 2 charming and endearing Cover Matte presenters: “Bright - Vachirawit Chivaaree" and “Win - Metawin Opas-iamkajorn”. This event aimed to promote the sales of Cathy Doll Cover Matte Foundation, Cathy Doll Cover Matte Powder Pact, Cathy Doll Cover Matte Concealer, Cathy Doll Wanna Shine Lipstick, Cathy Doll Air Relax Lip Blur, Cathy Doll Hyaluron Lip Moist, Cathy Doll Vit C Water Tint, and Cathy Doll Skin Fit Jelly Blusher.

As part of a sales promotion for new Baby Bright color lipstick products, the Baby Bright Beauty Blooming Behind The Mask event was conducted on 5 August, 2022, with countless beautiful moments created thanks to our newest presenter: "Baifern - Pimchanok Luevisadpaibul" and our special guests: Nunew - Chawarin Perdpiriyawong & Zee - Pruk Panich

On 5 August, 2022, the sales promotion event, BABY BRIGHT x ZEE-NUNEW “Your Dreams Blossom”, which features Zee - Pruk Panich and Nunew - Chawarin Perdpiriyawong, was held at True Icon Hall, 7th Floor, ICONSIAM. This event aimed to promote the sales of Baby Bright Duo Brow Pencil & Mascara as well as Baby Bright Trio Slim Lash Brow Cara & Eyeliner

A signature collaboration to be commemorated, this event was held on 18 October, 2022, which marked the 15th anniversary celebration of Thammachart Seafood, at the Ground Floor Gourmet Market, Siam Paragon with NSC and Baby Bright, during which a new color lipstick product: Baby Bright Healthiful Collagen Lip Tint 3in1 was launched. The event included honored guests, Plan - Rathavit Kijworalak, and various top-notch influencers in Thailand. Not only was the event graced by celebrities, it was also honored by Ton – Thitid Tassanakajohn from Le Du, one of the Michelin fine-dining restaurants, who created a new dish from Salmon and Fjord Trout imported from Norway as the main highlight of this event. Thanks to each and every honored guest, the event ended splendidly without a hitch.

On 24 October, 2022, Cathy Doll x Ohm & Nanon Leopard Party took place at The Cassette Music Bar Ekamai along with the presence of our charismatic presenters: Ohm - Pawat Chittsawangdee and Nanon - Korapat Kirdpan, with the purpose of promoting Cathy Doll Speed White CC Series.

Held at MCC Hall, the Mall Bangkapi, this promotional event for Baby Bright's new line of lip products, Baby Bright X Miss Grand International 2022, concluded successfully on 14 November, 2022 with the charming presence of Miss Grand Thailand 2022, Engfa Waraha, who left everyone happy and satisfied to have witnessed the beauty of Thailand.

On 18 November, 2022, Praya Lundberg, presenter for Cathy Doll Whitamin C Series, made a special appearance at the Cathy Doll X BEAUTRIUM Year End Sale at Siam Square, Bangkok. During the event, she graced participants with giveaways of Cathy Doll Whitamin C Day Cream & Spot Serum as well as 15% 8 HYA Ampoule, and thanks to her striking beauty and influence, the event achieved great success and was filled with many unforgettable moments.